Magento B2B e-Commerce
9 likes3,044 views
TIM SA is a large electro-technical goods distributor in Poland that implemented a B2B e-commerce store on Magento to expand its customer base. The multi-year implementation process involved prototyping, user testing, graphic design, development and extensive integration with TIM's CRM and other systems. Key features included a customized online shopping cart and real-time integration between the store and CRM to share customer and order data. Thorough testing and performance optimization ensured the store met TIM's goals of scalability, availability and responsiveness.
Magento B2B e-Commerce
- 1. B2B e-‐Commerce on Magento Case Study TIM 1
- 2. About Client -‐ TIM • TIM SA is the biggest electro-‐ technical goods distributor in Poland. • The company has 25 years of experience on the market and it’s been on GPW stock market for nearly 17 years. • Their target audience are clients from the construcHon business area. 2
- 3. E-‐Commerce Strategy • For the last few years, TIM SA’s strategy has depended on construcHon businesses and the new opportuniHes there. • With anexpanding product range and new product categories, TIM SA is trying to reach other market segments. • At this moment, TIM has over 30.000 products in Warehouses. • The whole strategy is supported by intense investments in IT and warehouse area. • The top cherry of the company is CRM program Pivotal, implemented in 2013. • AQer successful implementaHon of www.bankkabli.pl, the company decided to conHnue cooperaHon with Divante and created a B2B e-‐store as well. To accomplish our goals associated with diversifica5on of trade markets we are implemen5ng customer service strategy in many different sales channels. Customers, apart from the support of 30 Departments and Trade Offices, have been also able to shop fully online in a high-‐class internet store since August 2013. An extra customer support for both online and offline sales is provided by Contact Center. -‐ Dawid Sadulski, E-‐commerce Director 3
- 4. Choosing the technology • Our clients oQen ask about eCommerce plaTorm that fits to their needs. We have tried many eCommerce plaTorms. Magento is most oQen the best choice. • Why Magento – Magento is currently the most popular eCommerce soQware. – Magento is the most popular plaTorm to migrate to – Producer’s support and elasHc license model. – The soQware provides a rich set of funcHons ready to use, deals with millions of product data and over 80 000 orders per hour. 4 Source: hYp://tomrobertshaw.net/2013/03/feb-‐2013-‐ ecommerce-‐survey/ + hYp://divante.co/blog/magento/
- 5. Process 5 The implementaHon process at Divante is focused on meeHng the exact requirements, designing everything clearly and making all relevant changes before someone starts coding.
- 6. System designing • Prototyping – Any changes during prototyping are much cheaper than during the implementaHon and development. – Using mockups, you can easily verify your ideas in a cheap and fast way. • Furthermore, interacHve prototypes show how the applicaHon will work, which allows for a fast verificaHon of the designer’s idea with client’s expectaHons and his target audience. 6
- 7. User tesHng Based on interacHve prototypes, we have tested how potenHal customers will work with the e-‐store. TesHng was a challenge because potenHal customer representaHves were people having very different experience with online stores. 7 It’s worth menHoning that during TIM – Divante cooperaHon, all of the popular UX tools and techniques were used: Business Model Canvas, User-‐Centered Design, A/B tesHng and others.
- 8. InteracHon Design >> Graphic Design • AQer the final version of prototypes had been approved, we prepared a single graphic line (look&feel). – AQer the acceptance of the home page, we designed screens fof all funcHonal mock-‐ups. – It took us one month to finish all of the graphic work. – Simultaneously, we proceeded with implementaHon, to shorten the final Hme of product delivery. • AQer graphic designing, our webmaster created HTML and CSS templates which were implemented into the final project in the next stage. – The “PSD2HTML” stage took nearly 4 weeks of full-‐Hme webmaster’s work and was also parHally done in parallel with development. • At the same Hme, we analyzed integraHon and migraHon of data, plus we prepared some proper technical documentaHon as a base for implementaHon work. 8
- 9. ImplementaHon and start-‐up • ImplementaHon took over 14 months. – Development was done on both sides: • Divante (implementaHon of dedicated funcHonal modules for Magento) • TIM (preparing integraHon systems) and partners – including Pivotal CRM. • The soQware was expanded with many dedicated funcHons. – All the modificaHons were added as extra Magento modules. – Using EAV mechanisms (object database of Magento), event-‐driven-‐ development kept full actualizaHon of the plaTorm and soQware architecture. 9
- 10. IntegraHons Nowadays the plaTorm is connected to the following systems: • IntegraHon with CRM system: – Sending client’s data – Downloading client’s data – Cart synchronizaHon (price) – Cart downloading – Cart reservaHon – Sending orders – Sending RFPs – Downloading offers for a customer – Downloading product price – Downloading product price for a customer – Downloading invoices data and invoices in pdf – Downloading order’s history – Downloading order’s data • Product Management Program – Downloading data on products and categories – Downloading catalogue cards of products and pictures • Warehouse IntegraHon – Downloading product availability – Downloading cable segments • FactFinder IntegraHon – Sending product database – Downloading search results 10
- 11. CRM live integraHon • CRM integraHon plays the key role in the system. – Thanks to bilateral integraHon in a real Hme, the merchants in TIM’s central can edit the shopping carts of the customers that are currently logged on. This combinaHon gives rare trade possibiliHes. E-‐store system is integrated with Pivotal CRM system by a dozen Webservices. Those services use the SOAP protocol to send messages via Gearman server. The main areas of data exchange are data synchroniza5on with customers’ addresses in both ways and exchanging current informa5on about the customers’ merchant limit – says Marcin Dykas, development leader in the project. • Customers have access to order informaHon and history downloaded from CRM. – Also the only place where they have access to invoices is their account in the e-‐store. InformaHon about their payment status and invoice files is downloaded directly from the CRM system. 11
- 12. Dedicated FuncHons 12 Database of products is very differenHated. Some stuff like cables require complicated configuraHon and data exchange in warehouse in the real-‐Hme. What’s the most unique about this implementaHon is a live integraHon with CRM system (product prices and whole carts).
- 13. Dedicated FuncHons 13 Online basket is very extended. You have a bunch of specific funcHons like communicaHon with the merchant.
- 14. Scalability and Performance • As a part of the system’s architecture, many improvements that had influence on scalability and performance were made. – replicaHon of database master-‐master (backups) and master-‐slave to speed up reading operaHon and balanced traffic to database, service is available by default in Magento, – using a scaYered cache system – in this case Memcached during its opHmizaHon was replaced by Redis, – using a scaYered system of files (GlusterFS), – using an hYp-‐reverse-‐proxy system Varnish that speeds up loading pages and staHsHc files, – using PerconaDB instead of MySQL for database • In case there is a big amount of inquiries or a crash of WMS, PIM or CRM systems, the line system doses communicatesand repeats inquiries unHl realizaHon. • AQer every round of changes, there is performance tesHng to check and prove that applicaHon is working beYer using JMeter, Siege and Apache Bench tools. 14
- 15. TesHng, tesHng, tesHng • E-‐commerce systems are those with increased degree of required availability. In case of TIM, the extra risk factor that influenced the system’s stability was a big number of integraHons. As for tests, we wrote the whole tesHng scripts for UAT (User Acceptance Tests – funcHonal tests) and plans for performance tesHng and the rest. • Tests that were performed: – func%onal/ acceptable tests -‐ based on scripts that became a foundaHon for the rest of the smoke tests and tests performed during development, aQer implementaHon, – integra%on tests – based on the tesHng scripts prepared before, in cooperaHon with TIM’s employees, we checked if data synchronized in required range and Hme, and what performance and failure frequency of the system was, – safety tests – two-‐staged tests were performed, stage one was using automaHc tools for typical vulnerability (XSS, SQL InjecHon, CSRF), in stage two Magento’s added funcHonaliHes were revised and rated, – performance tests – Siege and JMeter tools were used to applicaHon’s key paths. As part of maintainability agreement, the applicaHon ensured Hmes of response and implementaHon of users goals. Performance tests showed that the goals were implemented and the applicaHon was able to keep up with the traffic and sales volume. • WriYen reports from all the tests were prepared for the client. ImplementaHon was started only aQer their acceptance. 15
- 16. Ensuring quality • To keep the quality of the implementaHon, we used the standard soluHons of Divante: – version control system – in this case the SVN version with tagging, development planning – a system of recording requests -‐ Redmine, where all communicaHon with the client is carried out. Redmine is used to plan the next releases of the soQware, – monitoring system – Incinga, monitoring all the parameters of the operaHng system and applicaHon availability monitoring (HTTP), – separate environment: developers, test and producHon – transac%onal system of deployment -‐ using SVN (transacHons) and procedures – versions are planned for each Hme taking into account the implementaHon of UAT tests and our funcHonal tesHng and regression tesHng. 16
- 17. Development • For the last 10 months, the system has been live and constantly developed by a team consisHng of experts from both TIM and Divante. • Divante provides SLA – including response Hmes and bugfixing opHons. They are very restricHve because each downHme of the system is a large measurable loss. ReacHon Hmes range from 0.5 to 1 hour and fixing Hmes of 2-‐3 hours, respecHvely. • To maintain such high SLA, Divante uses the “Divante S.W.A.T.” – a specially formed unit of the most experienced developers and administrators. In shiQs, they carry on the duty, updaHng the documentaHon and recovery plans. 17 Divante S.W.A.T. is an unity, that covers security of the plaTorm and react ASAP when the system is down or emergency happens.
- 18. Business effects AQer the first year: – 2.500.000 visitors in the store – More than 100.000 transacHons – Over $50.000.000 revenue – TIM client’s really love the B2B e-‐Commerce website 18 Clients tesHmonials: hYps://www.youtube.com/watch?v=-‐ QumO63G_7M&list=PLuXGEsfZdwIUuaIJTEd3PDSUQLilYVu 9a&index=3
- 19. Are you planning B2B E-‐Commerce? Ask us about offer [email protected] hYp://divante.co 19