Centric

Stepping Forward

For several years, a specialty footwear and accessories retailer, has enjoyed impressive double-digit growth, but so far has only sold their products through its traditional stores in power centers across the country. Many competitors sell products via e-commerce websites, but our client only uses its website to provide basic information on store locations, selected product offerings and account maintenance for customers who join the frequent shopper loyalty program. The Company’s vision is to create a direct channel for eCommerce to exploit the power of the Internet, exceed customer expectations and enhance customer service. 

A Good Fit with Centric

Centric was asked to assist with the eCommerce program, which will take advantage of significant opportunities to reach customers via the Internet. Centric provided strategic resources, including Process Analysts on the Business Process team, a Program Manager and Project Coordinator in the Program Management Office (PMO), and a Teradata Architect on the Data team.

Marching Orders

To achieve program objectives, the solution will integrate several key technologies and applications, including:

• Sterling Commerce Order Management System (OMS) software;
• Commerce Assist (CA) eCommerce software from ATG;
• Genesys CTI and Routing and integrated Workforce Management System (WMS);
• Selecting a vendor for a hosted technology environment;
• Selecting a vendor for an outsourced direct channel fulfillment center;
• Planning, organizing and opening a Contact Center that will staff approximately fifty Customer Relationship Representatives, utilizing Interactive Voice Response (IVR);
• Various ancillary security applications, such as fraud detection and credit card verification tools.

A major challenge for the PMO involves managing a team of more than 25 people representing numerous outside vendors whose technologies and resources are critical to the program’s success. In addition, the PMO will develop documentation for all business processes, as well as training materials.

Results

The Company anticipates a number of benefits from the eCommerce initiative, specifically:

• Exceptional customer service that compels customers to promote the retailer to their friends and family
• Significant growth in the customer loyalty program
• A culture dedicated to continuous improvement with efficient processes and rigorous expense management
• An ability to analyze actionable customer data (VOC, surveys, etc) that can feed strategies to maximize revenue opportunities or enhance the customer experience.

First year revenue is expected to exceed $100 million.