The new Sales Platform on SAP Hybris and with a new User-oriented Design
valantic has developed a new shopping platform, coop@home, which is based on the SAP Commerce Cloud (SAP Hybris) and a user-centred design.
A unique Shopping Experience
More and more people are buying their groceries online in order to save time, money, and energy. Coop has been offering its customers this special service for 15 years: With coop@home, you can order products easily from home or on the road and have them delivered right to your door. Meanwhile, approximately 13,000 everyday products and more than 1200 specialty wines are available on the e commerce platform. And the product line keeps expanding.
Starting now, Coop gives its Customers even more Time.
Time to spend with family and friends, play sports, discover nature, cook, enjoy.
With the relaunch of this commerce cloud, buying food can be handled more intuitively, easily, and faster. This way, customers of coop@home have more time for the beautiful things in life – now as before, with the promise that the products are available at any time and the prices are reliable. As Coop’s E commerce partner, valantic in partnership with cxpartners London was responsible for the development and redesign of coop@home.
Based on SAP Hybris Commerce, the SAP Commerce Cloud, valantic has completely modernised the coop@home online shop both technically and visually.
The User-oriented View ensures a Shopping Experience that makes People happy.
In interviews in and around the company’s stores and in telephone interviews with coop@home customers, their shopping behavior and product line focal points were determined: How do customers shop? How often do they shop? What in the product line is especially important to them? From these insights, we created the Coop Customer Experience Map.
Optimal customer experiences can only become reality if usability tests are conducted during the shop design. Using qualitative methods, we observed and tested different user groups during online shopping at coop@home in the valantic usability lab.
Such a test provides facts instead of opinions since behavior is observed rather than making assumptions. During the test, employees from all areas were present – UX and development, on through to sales, marketing, and IT. This close cooperation was of great significance for the user-centered approach.
The interface of the shop is simple and easy, the color selection and call to action elements are uniform and completely attuned to users. The big pictures put the focus on the products, but they also contribute to making customers feel good all around, find their way quickly, and reach the desired product easily. Since the system was also designed for a variety of devices, customers can actually shop at anytime and anywhere, regardless of the device they’re using.
Thanks to the optimized search, customers find their products right away. It’s almost as if the shop was in dialogue with customers and steers them just like the personnel in a conventional store. This intelligence is also reflected in the product structure: Items are structured and categorized as in the bricks-and-mortar store. The result: An information architecture that reflects the user behavior of coop@home customers.
The search was optimized by our experts in cooperation with coop@home:
SAP Hybris Commerce – The Platform
Coop wanted a scalable platform that can be used as toolbox for other shops and with which it is possible to maintain the product master data and catalog data centrally – for all channels and all systems.
Buy Food around the Clock. Regardless of what Time it is, where you are, and what Device you’re using.
The mobile app for iOS and Android was developed anew from scratch and has all the functions of the Web version. And because the data comes from the Internet, it is always the same.
The app was connected to the SAP Hybris platform, the App Store, and Web services; it is based on the Appcelerator technology. It is extremely stable, robust, and quick, and offers the entire coop@home product line.
Device-independent Use
Thanks to the interplay of Web and app, customers can also stop and continue their purchases on different devices. Thus, for example, it is possible to start shopping on a smartphone, then add more products on a desktop PC and then pay using the iPad.
Process analysis
The existing flows were analyzed and adapted to the organization jointly with Coop.
Constant availability of products
Start-up and incorporation of warning systems so that high availability of products can be guaranteed.
Trainings
Establishment of expertise in handling of master data and catalog maintenance, promotions, campaigns, and data hub, support levels 1-3.
