Havaianas Australia

www.havaianasaustralia.com.au

Industry E-commerce, Retail, Fashion, Lifestyle Partner Devotion Digital Level 1, 168 Oxford Street Paddington NSW 2021 Sydney, Australia

Background Despite being one of the world’s most recognisable brands and a dominant player in the Australian retail space, Havaianas Australia previously lacked a robust and streamlined e-commerce platform. In 2014, Aqueo (Havaianas Australia’s parent company) engaged Devotion to design and create an entirely new e-commerce platform utilising Kentico EMS (Enterprise Marketing Solution). While they had been selling online for a few years, their previous site had technical shortcomings and performance issues, failed to offer a positive user experience, and was tailored only for desktop browsing. Its back office integration (with SAP) was also extremely limited in terms of extensibility and flexibility. The design of Havaianas Australia’s previous site was also quite outdated and lacked clear and consistent navigation. It failed to offer full content or product management, and the site didn’t offer the ability for customers to purchase gift cards, or for Havaianas Australia’s marketing team to update promotional offers or add discount codes and coupons – all core components of a successful e-commerce strategy.

Goals Devotion worked closely with Aqueo to scope, design, and define a new and highly effective website and e-commerce solution. The key goals were: Create the brand’s highest performing

retail outlet/shopfront in Australia. Create a bright, fun, easy-to-use online

shopping experience. Showcase the entire product range as

well as offer a limited range of online-only products that would entice users to start an online relationship with the brand.

Allow for customisation and growth over time.

Enable customers to make sales from all devices.

Integrate the site effectively with social media.

Gather and utilise customer insights throughout the sales cycle – to further increase the likelihood of purchase.

“We chose Kentico over other dedicated e-commerce systems as it provided a much broader platform for digital marketing activity. We wanted more than just a storefront and Kentico EMS fit the bill.”

Emma Kowaleczko Marketing Manager Havaianas Australia

Make your own tool To generate interest in the new website – and showcase its exciting new features, Devotion also worked closely with Havaianas Australia to design and integrate a “Make your own thong” tool, whereby customers could design a completely unique pair of thongs online (choosing the size, colours, patterns and rivets), pay for them, and have them delivered to their door. A beta version of the tool launched 12 months prior, with a completely reworked version relaunching with the new website.

Challenges The key challenges were: Seamlessly integrate the e-commerce platform with an existing ERP system (SAP

Business One), so Havaianas Australia’s entire ordering process could be more streamlined.

Create a platform that allowed for a test, learn, and implement approach. Integrate a simple and effective content management system that enables

multiple authors to upload content, and which supports multiple roles and workflows.

Enable the upload of a gift card, promotional offers, and special discounts. Facilitate secure credit card and PayPal payment

options.

Solutions To ensure the new e-commerce site would meet all Havaianas Australia’s requirements, grow to become a successful area of their business, and fulfil future challenges, Devotion Digital chose Kentico EMS (Enterprise Marketing Solution). This allowed Devotion to implement easily a fully responsive site that works across different devices. The advanced content management features enable content authoring and administration capabilities – so Havaianas Australia can independently manage their content. The rich and powerful WYSIWYG editor also makes it easy for content authors to update content without any HTML knowledge. The new e-commerce site is fully integrated with SAP Business One using custom scheduled tasks that perform the bulk of operations. This includes: near time integration with their stock database, pricing, content, and image updates from SAP; near time integration of order and customer information to SAP; and fulfilment of order integration from SAP to Kentico.

As Kentico comes with a flexible and extensible API, Devotion Digital’s developers could easily leverage existing functionality as well as extend the system to meet bespoke requirements. The Kentico API was key when it came to migrating data such as customer data and discount promotional codes from the former site. As well as revamping the website, gift card purchase and redemption was integrated as a new feature for customers. The out-of-the-box discount coupon functionality was extended by the developers to support unlimited, one-time-use per customer or one-time-use discount coupons in the shopping cart, as well as maintaining the history of gift card use. The new functionality also enables the user to email or print gift cards from the site. Some custom cart features (such as applying discount codes in combination with gift card redemption, free gifts with exclusive product purchase, free shipping on orders specific amounts, Google Analytics integration, and extended payment options) are further examples of customisation that were integrated into the new site with the help of the Kentico API. Make your own thong tool The interactive “Make your own thong” tool was built using the Kentico E-commerce API. It utilised a combination of out-of-the-box features as well as customised modules and web parts. The overall project development, took roughly four months over a 12-month period, largely due to SAP upgrading challenges experienced by Havaianas Australia.

Results The new Havaianas Australia website launched in June 2014, and results have been exceptional. For the six months after launch (June until November 2014), Havaianas Australia

experienced a huge 30% increase in online revenue. Between November 2013 and November 2014, there has also been a 35%

increase in the number of user sessions and a 27% increase in the number of users. The average session duration is over 4.5 minutes.

The Kentico platform has provided the client with a seamless, end-to-end process that has resulted in more accurate data being published on the website, as well as up-to-date stock inventory. The smoother e-commerce integration between Kentico and SAP has also dramatically improved Havaianas Australia’s back office operations and resulted in higher administration efficiency. For Havaianas Australia, this has been one of the key benefits of the system. The gift card integration on the site has offered the customer a new online experience and also offers Havaianas a fantastic new way to introduce the site to new customers. The significantly improved content management has also given Havaianas Australia a chance to enjoy up-to-date reporting, and to analyse the visitor activities on the site and utilise key features such as MVT and A/B testing. As work continues with Havaianas Australia, it is planned to expand the site further with more targeted marketing campaigns as part of the overall solution.

Key criteria for selecting Kentico Kentico EMS was chosen for its: Robust and scalable platform - that caters easily to future growth Value for money – with so many

off-the-shelf features included in the core package

Ability for customisation where required

Easily customisable e-commerce features

Integration with third party systems (in this case, Havaianas Australia’s SAP ERP system)

Easy, user-friendly interface for Havaianas Australia’s internal digital team