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TOP-TOY

TOP-TOY
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This specialty toy chain chose Sitecore to improve the overall online experience for their customers

TOP-TOY, a specialty toy chain with 246 stores throughout Northern Europe, has been named the Denmark Site of the Year for 2011. With two brands and 10 websites in 6 countries, TOP-TOY implemented Sitecore’s Web platform to launch a new website and online marketing strategy.

The results of our Sitecore sites include increased sales, better organic placement on search engines, and automated flows in the full process. Our Danish webshop was consistently among the top three grossing stores on a daily basis during December.

- Mads Vangkilde, TOP-TOY

Challenge

The goal of the TOP-TOY web site is to sell products and attract site visitors to go to the stores. TOP-TOY wanted more ownership over the site and managing the content, including the ability to change the user interface and design as needed.

The project was initiated in May, and the site had to be ready for full launch by December for Christmas sales. The new content management solution needed to support the busy holiday sales season, for which TOP-TOY had a goal of 10 mio DKK in revenue. 

Solution

Working with Sitecore partner, Alpha Solutions, Sitecore was chosen as the platform for the TOP-TOY sites based on:

  • Flexibility of the platform and the ability to target the specific UI requirements needed.
  • The possibility of reuse of the platform for multiple websites (using similar brand) and multiple brands. The platform and codebase is 100% the same for all websites.
  • Scalability – TOP-TOY has 10 websites in 6 countries and two brands.  Also, because the product is toys, TOP-TOY does have 60% of their business in a period of 6 weeks.
  • Appearance - TOP-TOY needed websites that could be customized to user needs/wants
  • Customization - TOP-TOYneeded a powerful marketing engine that would allow them to offer personalized content to site visitors.
  • Integration – TOP-TOY needed a fully integrated solution and Sitecore is able to integration to the Java/Oracle technologies needed.

The implementation encompassed an integration to a 3rd party logistics provider, an order management interface for customer support, integration to an Oracle ERP containing all loyalty information and product details, was localized in six languages, serves content for two major retail brands (BR and TOYSRUS) – all done in less than 7 months.

Alpha Solutions chose Sitecore as a base platform for their tender for the TOP-TOY project: “Sitecore made us able to put forward a bit, where we knew we could establish a strong platform. Utilizing Sitecore strong rule-based personalization with the search-skills of Alpha Solutions made us able to engage customers into the platform and quickly launch the eCommerce websites needed.”

Result

The new site went live, and is targeting both parents and children and integrates gift finders, gift lists and the "Club BR" concept where customers get special rebates and offers if they are a member. In addition, TOP-TOY's goal of 10 mio DKK in revenue was outperformed – with more than 1,000 packages shipped on the busiest day and more than 400,000 page views served in the busiest hour of the period.

Other results of the new sites include:

  • The project has not only established the online platform, but has established a full organizational setup, developed integration with TOP-TOY internal IT systems using brokering technology, established an automated flow of orders and returned orders, status, etc., from the logistics partner - including shipping in all of the countries supported.
  • The site is available in Danish, Swedish, Norwegian, Finnish, German
  • The customer service supported in all local languages was established in the same period. The first site launched in September and by October all sites were online.
  • Visitors can now easily search products (more than 5000 SKUs)
  • Customized content with Sitecore’s Online Marketing Suite (OMS)

The TOP-TOY sites have been extensively integrated with MS Commerce Server 2010 as well as the Apache Solr search solution.

According to Mads Vangkilde, TOP-TOY, “The results of our Sitecore sites include increased sales, better organic placement on search engines, and automated flows in the full process. Our Danish webshop was consistently among the top three grossing stores on a daily basis during December.”

“We succeeded in building a platform, which drove the business results needed – and at the same time utilized the strong elements of the basic technology components used from Sitecore, Apache Solr and others. We have recently without major obstacles upgraded the platform to the latest Sitecore 6.5 with DMS support and are looking forward to extending the use of DMS” says Klaus Petersen from Alpha Solutions. 

Technical Description

Solution special ingredients

  • Microsoft Commerce Server for ecommerce
  • Apache Solr for search
  • Oracle ERP

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We have all the complexity we need behind the scenes, yet Sitecore makes this transparent to our users. The site will continue to grow – in a managed and controlled manner.

- Denise Taylor, Ogden City