1Altarea Cogedim Joins hybris to Offer its Customers an Innovative, Omni-Channel Shopping Experience

Altarea Cogedim Joins hybris to Offer its Customers an Innovative, Omni-Channel

Shopping Experience

Altarea Cogedim is a French real estate invest-ment and development company, working in the residential, retail and commercial sectors. With its purchase of RueDuCommerce.com in 2011, it became one of the top e-commerce leader in France.

The Altarea Cogedim Group called in Keyrus and hybris software to expand its business and develop an omni-channel business model. One of the Group’s main challenges was to harmonize its digital and physical business activities, while doing its best to fulfill new customer expectations and changes in customer habits and needs.

Serve the customer regardless of location or channelAltarea Cogedim’s commercial business, both in France and abroad, can be accessed via numerous sales channels: shopping centers, internet sites, mobile and tablet apps, touchscreen kiosks etc. The ‘Ma Boutique Express’ (‘My Express Shop’) project, for ex-ample, enables customers to engage with retailers via touchscreen kiosks located in different locations, such as shopping centers and stations, with the goal of streamlining their shopping experience.

To support this transformation and help grow its cross-channel commercial business, Altarea Cogedim needed a flexible commerce platform suitable for the Group’s evolving omni-channel strategy.

Altarea Cogedim Group IT Director Philippe Prudant explains, “We chose hybris because it offered the best solution on the market, combining agility and performance with robust software and a flexible framework. The hybris platform offers the Group a range of opportuni-ties to create tailor-made customer touchpoints, which can then be put to the most effective use. With customer experience and the quality of the customer journey being the essence of Altarea Cogedim’s strategy, the flexibility of the hybris solution is a key factor in providing the best response to the ways in which our business is changing.”

Qwartz: a model project The hybris solution was a key element in developing Qwartz, a futuristic shopping center opened in April 2014 in Villeneuve-la Garenne, just north of Paris. It has already welcomed over 3 million visitors after 3 months of opening. With omni-channel connectivity throughout, Qwartz offers a new shopping experience focused on

The company: Altarea Cogedim, a French real-estate company specializing in the construction, extension, and development of shopping centers and property developments.

The partner: Keyrus, an international company offe-ring management consultancy, implementation and deployment of business intelligence solutions, infor-mation management, and digital and omni-channel performance optimization.

The solution: hybris B2C Commerce Accelerator with hybris Product Content Management and hybris Order Management Services

The result: Deployment of an omni-channel strategy enabling synergy and transparency between different sales channels while simultaneously offering customers a high-quality and innovative shopping experience.

2Altarea Cogedim Joins hybris to Offer its Customers an Innovative, Omni-Channel Shopping Experience

innovation and digital technology. The Cité du e-Commerce pro-vides more than ten interactive, touchscreen kiosks developed by Rue du Commerce, enabling shoppers to make online purchases from within the shopping center itself.

The hybris solution has proved particularly effective in reconci-ling physical and digital shopping by unifying the different chan-nels for a more streamlined customer experience. The Order Management System (OMS), for example, allows the Group to manage inventory and fulfillment strategies across all channels. Customers can check stock levels of a store using a mobile device or computer. To address specific challenges faced by shopping centers, such as a multiplicity of competitors, Qwartz has opted for a channel convergence strategy, installing joint, cross-cutting tools such as free-access consultation tablets, interactive tools such as a social wall, and a digital loyalty card.

The hybris B2C Commerce Accelerator has also enabled Altarea Cogedim to use geolocation technology, via a mobile app, to provide customers with services enabling to recommend the right product at the right time, and in the particular area in which the customer is located, whether that is in a shopping center or elsewhere.

By using hybris Product Content Management (PCM) Altarea is able to centralize the maintenance and management of pro-duct content in one master catalog. Based on the customer and

the location of the kiosk, a segmented and personalized catalog is delivered to the terminal. Customers who subscribe to loyalty programs can also take advantage of personalized offers tailored to their own tastes and shopping habits, further strengthening the Group’s relationship with its customers. In this way, Altarea Coge-dim wishes to engineer encounters between the customer and the interactive terminals that focus on a certain range of products. This goal is well on the way to being achieved, thanks to hybris.

hybris and Keyrus, transformation enablers“Beyond the technological changes, choosing hybris was the catalyst for organizational transformation for Altarea, with the implementati-on of a complete business plan aimed at developing an omni-channel mindset,” explains Philippe Prudant, Altarea Cogedim Group IT Director. Adopting the hybris platform has made it possible to de-velop new skills, align businesses, and ensure teams operate more effectively across sectors. A unique feature of the Group lies in the management of its three-way relationships with rueducommerce.com’s B2C customers, the B2B2C retailers in its shopping cen-ters, and the direct relationship it has with customers in shopping centers or other venues.

“With hybris we have been able to optimize the way in which our customers’ omni-channel experience is set out. The Group has been able to design and deploy a significant number of innovative tools, such as a geolocalization application for the Qwartz shopping center that enables customers to find their way around and check retailers’ stocks of the products they want,” continues Philippe Prudant.

Altarea Cogedim selected Keyrus as its technology partner to provide support for its current and future transformations, for its shopping centers and online stores, as well as for its innovative interactive kiosk project, ‘Ma Boutique Express’.

Stephan Samouilhan, Vice President of Digital Commerce at Keyrus says: “We’re proud to have the chance to devise and support an omni-channel strategy for Altarea Cogedim and Rue du Commerce that promotes the synergies between traditional commerce and e-commerce like the Ma Boutique Express project as a great example.”

hybris, the backbone of Altarea’s digital strategyAltarea is in the process of refitting some of its shopping centers to offer the same innovative experience, combining the physical world with the digital one, and using the QWARTZ shopping center as a blueprint. Each center has its own website where the retailers with outlets in the center can make and share contributions. The ‘Digital Factory’ represents a total of more than 20 websites that have been deployed on hybris in less than four months.

About hybris software hybris software, an SAP company, helps businesses around the globe sell more goods, services and digital content through every touch point, channel and device. hybris delivers omni-channel commerce solutions: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. hybris has helped some of the world’s leading organisations including 3M, ASICS, Bridgestone, EE, Galeries Lafayette, Johnson & Johnson, Levi Strauss & Co, Nestlé, Nespresso, Nikon, Rexel, Samsung Electronics, Ted Baker, Tommy Bahama and W.W. Grainger, to attract, retain, and grow a profitable customer base. hybris sits at the heart of SAP’s Customer Engagement and Commerce suite of solutions, alongside HYPERLINK “http://www.sap.com/pc/tech/cloud/software/cloud-for-sales/overview/index.html” SAP® Cloud for Sales, SAP Cloud for Service, SAP Cloud for Marketing and SAP Cloud for Social Engagement, providing the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems. For more information, visit www.hybris.com | sales@hybris.com

Version: February 2015. Subject to change without prior notice © hybrishybris is a trademark of the hybris Group. Other brand names are trademarks and registered trademarks of the respective companies.

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