1Business Transformation Study: The Entertainer

BUSINESS TRANSFORMATION STUDY

THE ENTERTAINER: CREATING AN INTEGRATEDOMNICHANNEL SHOPPING EXPERIENCE WITH SAP HYBRIS COMMERCE

TOP BENEFITS ACHIEVED

42%Increase in online sales*

9%Increase in average

order value*

50%Increase in

click-and-collect sales*

152%Increase in mobile sales*

14%Increase in mobile

conversion rate*

*Year over year

“The customization options and extensibility of SAP Hybris Commerce were major contributing factors in enabling us to develop our order fulfi llment services and really set us apart, specifi cally the 30-minute click-and-collect and the 90-minute delivery services.“

Duncan Grant, Director of Strategy, The Entertainer (Amersham) Ltd.

© 2016 SAP SE or an SAP affi liate company. All rights reserved.

2Business Transformation Study: The Entertainer

ABOUT THE ENTERTAINER:Children and the young at heart have been fi nding joy in toys from The Entertainer for almost 35 years. Since opening in 1981, The Entertainer has developed into the United Kingdom’s largest independent toy retailer, with roughly 100 stores, a successful online brand – thetoyshop.com – and partnerships with multiple external shopping channels. Not only does it offer the highest-quality products, but it has also developed a reputation for excellent customer service and choice.

But consumers are increasingly sophisticated, and their preferences switch between locations and channels based on what’s easiest or most convenient at any given moment. Plus, loyalty lies with toy brands and not stores. To stay ahead and meet demand, The Entertainer decided to replace its direct, one-way infrastructure with a fully integrated omnichannel experience using the SAP Hybris Commerce solution.

OBJECTIVES → Provide a single view of inventory both in-store and online to support a 30-minute click-and-collect service and a 90-minute home delivery service

→ Enable scalable omnichannel commerce and fulfi llment

→ Improve the user experience on www.thetoyshop.com to refl ect core brand values and surpass the competition

WHY SAP HYBRIS → Pay-as-you-grow model, omnichannel integration, and scalability of the SAP Hybris Commerce solution

→ Ability to process multiple currencies and localize languages

→ Capacity to support projected growth across all regions, including adding 25 new stores and additional European online merchants within two years of launch

RESULTS → Created an omnichannel strategy to make shopping more convenient

→ Increased effi ciency and consolidated product content and attributes with modules for Web content management and order management

→ Enabled targeted content and promotions with a solution for advanced

→ personalization

→ Integrated multiple external selling channels with the online storefront

FUTURE PLANS → Development of an optimized mobile experience beyond what already exists

→ Rollout to native-language sites in both France and Germany

COMPANYThe Entertainer (Amersham) Ltd.

HEADQUARTERSAmersham, United Kingdom

INDUSTRYRetail – general merchandise

PRODUCTS & SERVICESToys

EMPLOYEES1,200

REVENUE£140 million (€191.5 million)

WEBSITEwww.thetoyshop.com

© 2016 SAP SE or an SAP affi liate company. All rights reserved.

About SAP Hybris SAP Hybris enables businesses to transform how they engage with customers, innovate how they do business, and simplify their technology landscape. With a comprehensive approach to customer engagement and commerce, our solutions unlock opportunities to optimize your customers’ experience and transform your business. We help you drive relevant, contextual experiences across all of your customer touch-points in real-time, so that you can create strong differentiation and build competitive advantage in the Digital Economy.SAP Hybris has helped some of the world’s leading organizations transform themselves in response to changing market conditions and customer expectations – delivering exceptional experiences, adding new channels, evolving their business models, and entering new markets. How can we help you?Explore SAP Hybris solutions today. For more information, visit www.hybris.com.

© 2016 SAP SE or an SAP affi liate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affi liate company. The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifi cations may vary.

These materials are provided by SAP SE or an SAP affi liate company for informational purposes only, without representation or warranty of any kind, and SAP or its affi liated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP or SAP affi liate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.

In particular, SAP SE or its affi liated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affi liated companies’ strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affi liated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they should not be relied upon in making purchasing decisions.

SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affi liate company) in Germany and other countries. All other product and service names mentioned are the trademarks of their respective companies. See http://global.sap.com/corporate-en/legal/copyright/index.epx for additional trademark information and notices.