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~ Intershop ~

activate a customized strategy. This could be done via email We know the Intershop implementation was done
or phone, but we want the marketing team to create this via their partner DATASOLUTION. Can you tell us
personalized customer journey for all our customers. more about this?
Antoine: When your company is, at its core, a family
This is important for RAJA. For other companies, this business that cherishes entrepreneurial values, it is
personalization is done via marketing automation, but as easy to connect with other entrepreneurs. At the time,
soon as you land on the website, it is the same website for we were searching for an implementation partner,
everybody. We don’t do that. We offer full customization and we were approached by many big companies,
end-to-end. So, when our customers land on the website, but DATASOLUTION had the same spirit of
our website presents a personalized product discovery and entrepreneurship as we had.
customer journey for each one of them.
We liked that DATASOLUTION was pragmatic, really
We are doing this using Intershop as a core and adding our business-oriented, and above all, it showed true and honest
own functionalities to it. From an omnichannel perspective, commitment to us. It was pretty easy to work with them
we do not stop at the shop’s door; we use data-driven because they pursue problem-solving and incremental value
segmentation to provide customers with personalized approaches. We still work with them, so it has been a very
journeys. happy alliance.

Our main lesson here is that it is good to centralize the If I had to highlight one thing about our partnership with
data, but it is also vital to have easy access to this data, to DATASOLUTION, it was that when we acquired JPG,
be able to extract it and work with it easily across multiple Bernard, Mondoffice, and Kalamazoo, we had a 12-month
teams inside a complex organizational structure. deadline to migrate these four e-commerce activities to
the Intershop core model. So, it was pretty complex, and
Can we mention some KPIs that show how Intershop it happened during the COVID crisis. It was nearly an
has provided solutions for RAJA? impossible mission.
Antoine: It is a bit difficult to mention specific KPIs, as
this is a very large, very complex B2B operation with many But we developed such a unity between
teams involved, and to say ‘this is the exclusive success of DATASOLUTION, Ahead Digital – our partner for
this team or the other’ is not true. design and the digital transformation – and RAJA that we
could do it in 12 months,
“OUR MAIN LESSON HERE IS THAT IT IS
But I can tell you create new responsive
that Intershop has designs, migrate all
GOOD TO CENTRALIZE THE DATA, BUT
improved in all the the customers, and be
KPIs we measure. operational before the
We are talking about IT IS ALSO VITAL TO HAVE EASY ACCESS deadline. It was a real
revenue and conversion TO THIS DATA, TO BE ABLE TO EXTRACT challenge because we
rate per source in all were also extending our
IT AND WORK WITH IT EASILY ACROSS
channels and sources, core model to a new
as well as UX, customer vertical - office supplies
MULTIPLE TEAMS INSIDE A COMPLEX
journey, and customer - that we had never
satisfaction, which are worked on before. So,
vital for us. ORGANIZATIONAL STRUCTURE. ” many things had to be
added for this vertical,
In the end, when you that were new for us in
look at new customer acquisition, 93% of our customers are general. It was a great success.
coming from online. The same is true for web share; 65%
of the turnover is currently done online. Growing globally and reading for an online future
Once again, a pioneer, Danièle Kapel-Marcovici conquered
When our customers go to the web, they stay on the Europe with a multichannel sales strategy that gradually
web. Our customers really appreciate the web service, as combined the company’s field sales forces, customer service
it allows them to find everything online easily: tracking centre sales teams working the phones, catalogues, and,
orders, invoices, purchase history, etc. since the year 2000, its e-commerce sites.

In fact, two years ago, we launched the UMUX (Usability To achieve this, RAJA based its core e-commerce
Metric for User Experience) KPI to measure the usability solution on Intershop and had DATASOLUTION as its
of our web, and we had excellent results so far. implementation partner. Afterward, RAJA kept on growing

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