Fresca

Information about Fresca

Published on April 10, 2008

Author: Demetrio

Source: authorstream.com

Content

E-consultancy supplier showcase E-commerce solutions Increase your sales…reduce your costs www.fresca.co.uk [email protected] 01494 730 100:  E-consultancy supplier showcase E-commerce solutions Increase your sales…reduce your costs www.fresca.co.uk [email protected] 01494 730 100 Introductions:  Introductions Justin Lord Business Development Director, Fresca David Lindsay Head of IT, Net-a-Porter.com David Ashford E-commerce Project Manager, Powerhouse Agenda:  Agenda Introduction to Fresca and Fresca Commerce Case study: Net-a-Porter.com Case study: Powerhouse Summary Introduction to Fresca:  Introduction to Fresca Founded in 2000 Private company, owned 85% by directors and staff Team of 25 people Office in Beaconsfield, Bucks (J2, M40) Data centre suite at IX Europe London West (nr. Heathrow) Turnover £1.4m Profitable, strong balance sheet Fresca Commerce:  Argos Mothercare Virgin Megastores Liverpool FC The Wine Society Powerhouse Saint Gobain Gadgetshop The Entertainer Net-a-Porter.com Pentax British Telecom Coca-Cola Enterprises Masterfoods The Conservative Party Department of Trade & Industry Fresca has provided e-commerce, kiosk, web design and development, and managed hosting services to a range of clients including: Fresca Commerce Fresca Commerce:  Fresca Commerce In 2004, we took the decision to distil all of our experience of multi-channel solutions into a core ‘platform’ that could provide the basis for all future implementations The result: Can be licensed as part of a ‘traditional’ e-commerce implementation Also available as a hosted on-demand managed service for a monthly fee Fresca Commerce:  Fresca Commerce Six clients already running on the platform, including: Powerhouse The Entertainer Gadgetshop Disney Tickets Further deployments in the pipeline, including: Net-a-Porter.com A leading wine and spirits retailer Fresca Commerce managed service:  Fresca Commerce managed service Our proposition: Increased sales…at a reduced cost Fresca Commerce managed service:  Fresca Commerce managed service Our proposition: Increased sales…at a reduced cost Increased sales, because we will deliver a solution completely customised to your requirements, optimised for search engines, and which provides the best possible online “customer experience” Fresca Commerce managed service:  Fresca Commerce managed service Our proposition: Increased sales…at a reduced cost Increased sales, because we will deliver a solution completely customised to your requirements, optimised for search engines, and which provides the best possible online “customer experience” At a reduced cost, because: No one-off costs (design, development, integration, hardware, software) Monthly fees include hosting, bandwidth, 24/7 support £2,500 for a standalone solution £3,500 for a solution integrated with your merchant / fulfilment system Fresca Commerce managed service:  Fresca Commerce managed service What do you get as part of the service? A solution completely customised to your requirements An award-winning design team to create the ultimate ‘customer experience’ Feature-rich functionality that online shoppers value Integration with your merchant / fulfilment system Comprehensive back-office suite for merchandising and reporting Multi-channel capability ‘out-of-the-box’ – call-centre, kiosk A site optimised for search engines Hosted on our high-availability infrastructure Supported 24/7 by our dedicated support team Case Study 1:  Case Study 1 David Lindsay, Head of IT, Net-a-Porter “Net-a-porter is doing exactly what most observers have always believed couldn't be done; it is selling cutting-edge fashion over the web.” Financial Times Net-a-Porter has selected Fresca Commerce as the platform for its ‘next generation’ website Slide14:  Founded in June 2000 Internet pureplay: www.net-a-porter.com £12m turnover; profitable High growth (80%+ per annum) 125 people – Head Office in Bayswater, Distribution Centre in North Greenwich Winner of British Fashion Council “Best Retailer” award in 2004, and numerous other magazine and website awards Slide15:  “It was always my dream to be able to click on the pictures in a magazine and buy. I think NET-A-PORTER is as close as it gets.” (Natalie Massenet, Founder) Slide16:  Reasons for NET-A-PORTER success Respected Buying and Editorial teams Very selective buying policy Authoritative editorial voice The Designers Relationships with the designers is key For many designers, NET-A-PORTER.COM is the only pureplay vendor with permission to sell current-season stock International customer base Provides global access to many locally unavailable designers World-wide shipping, DDP where possible Customer service Our highest priority Very high percentage of repeat customers Slide17:  Existing commerce platform Based around heavily modified Intershop ePages installation Payment mechanism, Stock/Order management and buy-line all re-written Catalogue management and very basic Content and Customer Management XML Integration into ‘xTracker’ In-house developed Web application suite: OrderTracker StockTracker CustomerTracker Essential to make the best choice of platform and supplier for The Next Generation (TNG) site Slide18:  TNG – “The Next Generation” – objectives: A 3-tier technology stack for the next 5 years: High performance, availability and scalability (next 5 years’ growth) Deployment across dual data-centres Application should reduce development timescales, and deliver: Rich e-commerce functionality Sophisticated content management Ease of integration with internal systems (StockTracker, OrderTracker etc) Straightforward Search Engine Optimisation A solution that could be co-developed and supported by in-house teams, and extended in any way NAP chooses: Open source No / minimal proprietary technology Slide19:  Selection of Fresca Took a flexible approach Prepared to work as joint development team Varied and impressive client references Willing to work to aggressive timescales Selection of Fresca Commerce Platform Appropriate technology stack (J2EE) Architecturally flexible Advanced e-commerce functionality “out-of-the-box”, but capable of modification / extension in the way we wanted Multi-channel capability Slide20:  Results so far (mid-development) Confident that we’ve chosen the right e-commerce platform Flexibility Functionality Confident that we’ve chosen the right development partner On time On budget Productive collaboration between the two teams Case Study 2:  Case Study 2 David Ashford, E-commerce Project Manager, Powerhouse Fresca provides Powerhouse with a complete, multi-channel, e-commerce managed service Website to store number 1 … our story:  Website to store number 1 … our story Powerhouse:  Powerhouse Electrical goods retailer Home appliances Home entertainment (Computers, peripherals) 3rd in the market behind Currys and Comet 100 stores – out of town, edge of town Old Powerhouse website – February 2005:  Old Powerhouse website – February 2005 Situation:  Situation Old site simply not competitive in this sector, more or less across the board In particular: Difficulty for Marketing to manage site content Poor search engine rankings Plus, huge distraction for IT to manage environment, and help out Marketing High cost of supporting legacy infrastructure, application, hosting, connectivity: the site was not washing its face Target:  Target Quantitatively Make the website the biggest store Reduce the cost of selling online, enabling increased investment in online marketing – a virtuous circle Qualitatively A category-leading website Cross-fertilisation between website and stores A multi-channel solution, to enable in-store “extended range” capability, and potentially kiosk etc Target:  Target We decided early on that a traditional IT project implementation was not the way to go: Did not want to invest in hardware or software Did not want to own a solution for which hosting, connectivity, security, monitoring, support, software upgrades, additional hardware, clustering, load balancing etc etc would all need to be put in place and managed, with IT carrying the responsibility What we did want was the best of both worlds: A truly customised solution specific to our customers needs A low cost of ownership, and a third party taking full responsibility for the technical platform, so we could concentrate on our core competence: merchandising Solution:  Solution The Fresca Commerce “managed service” proposition was perfect for Powerhouse: Multi-channel architecture Good functionality “out-of-the-box”, plus total flexibility to customise Ease of integration with our merchant system No investment at all required in hardware and software – up-front or on-going A fully managed service – all IT has to do is track Fresca’s performance against the SLA Comprehensive back office for merchandising / reporting What did Fresca do?:  What did Fresca do? 1) Designed the new site User interface Information architecture Navigation What did Fresca do?:  What did Fresca do? 2) Developed a customised solution specific to Powerhouse’s requirements Product comparisons What did Fresca do?:  What did Fresca do? 2) Developed a customised solution specific to Powerhouse’s requirements Integration with merchant system for up-to-date stock information Promotional codes and e-vouchers Cross-sell of warranties, installation options, accessories etc Streamlined 3-step checkout process What did Fresca do?:  What did Fresca do? 3) Integrated with JDA merchant system via exchange of data in XML format What did Fresca do?:  What did Fresca do? 4) Extensive user acceptance testing What did Fresca do?:  What did Fresca do? 5) 87 days from project kick-off…Go live! What did Fresca do?:  What did Fresca do? 6) Less than 2 months post website-launch…launch of an in-store “extended range” solution Different interface, appropriate to in-store use Same application, content Results:  Results Powerhouse summary:  Powerhouse summary The “managed service” proposition has enabled Powerhouse to have a completely new e-commerce site without a penny of investment in hardware and software The monthly service fees are less than we were paying previously just for hosting and support Our search engine rankings have been exceptional The multi-channel capability enabled us to create an in-store ‘extended range’ solution without changes to the application The comprehensive back office enables Marketing to merchandise the site simply and effectively The Fresca team has shown huge commitment in order to achieve aggressive timescales, and their support has been great The website is not yet our biggest store; but it’s well on the way Fresca Commerce summary:  Fresca Commerce summary Fresca Commerce summary:  Fresca Commerce summary Increased sales…at a reduced cost Creation of a compelling customer experience A flexible and powerful platform on which to build your multi-channel solution A fully hosted and managed service No one-off costs A highly competitive inclusive service fee Or licensed sale E-consultancy supplier showcase E-commerce solutions Increase your sales…reduce your costs www.fresca.co.uk [email protected] 01494 730 100:  E-consultancy supplier showcase E-commerce solutions Increase your sales…reduce your costs www.fresca.co.uk [email protected] 01494 730 100 Fresca Commerce:  Fresca Commerce So what is the proposition? To offer clients the best of both worlds: A completely customised solution At a low cost of ownership Fresca Commerce:  Fresca Commerce A platform designed specifically to meet the demands of online retailing 3-tier J2EE architecture: performance and multi-channel capability Built to open standards, and on latest open source components: no license fees to pay, easy to maintain and support Presentation layer HTML/JSP pages Business services layer EJB components Database layer Data Fresca Commerce:  Fresca Commerce A high-availability host infrastructure We have made the investment in a fully redundant infrastructure so clients don’t have to Hosted in our own suite at one of the UK’s leading data centres Bandwidth-on-demand: we buy aggregated connectivity from 9 carriers, each with their own fibre Slide44:  Stores / DC MERCHANT SYSTEM Website Kiosk Call centre Returns handling Sales order processing Stock and replenishment Delivery management Storefront order capture Customer communications Back office Payment Suppliers Carriers Web team DATA EXCHANGE SecureTrading Accounting system ACQUIRING BANK Reconciliation HTTPS Storecard

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