PARTNERING THE UK'S SECOND LARGEST SUPERMARKET TO MEET ITS MULTICHANNEL VISION
Sainsbury’s annual online grocery sales was already in excess of £1 billion when it decided to grow a multichannel offering for its customers spanning store, web, mobile and tablet. Based on annual revenue, this made it the largest grocery re-platform programme in the world.
The new platform Salmon created provides Sainsbury's customers with a truly connected experience, with data shared across instore, online and mobile channels. This helps the retailer to understand what customers are buying and when, so it can tailor offers and rewards unique to individuals. All this supports Sainsbury's commitment to great service and outstanding products.
Customer experience improvements included better navigation, multiple simultaneous promotions, vastly improved browsing with great imagery and video, mobile optimisation, click-and- collect trials, the facility to add recipe ingredients to the trolley, data-driven merchandising allowing more personalised offers, delivery slot booking, instore support tools, integration into 225 stores across the UK and a comprehensive business data reporting function. Phew!
To achieve this Salmon worked closely with Sainsbury’s to re-platform its ecommerce solution to IBM WebSphere Commerce as well as a further 8 systems – all whilst minimising disruption. It involved moving 8 million customer accounts, 4 million credit cards and 12 million orders – and it was judged a resounding success.
“Much of the work by Salmon has focused on improvements behind the screen to allow us to build new and exciting functionality that will make the shopping experience better, faster and more efficient for our customers. Customers can look forward to some exciting developments on the horizon.”