Director Digital Experience & Business

As early as in the 1960s, the lingerie maker Triumph ventured a step into the Asian market – this was an unusual and courageous move towards expansion at that time. Due to their combative management and shrill innovations such as the ,,Angel Bra“, Triumph rose to become the leading maker of lingerie in Japan. In order to preserve its pioneering role, Triumph already invested into e-commerce activities at quite an early stage. To remain successful and to increase revenue in the future the company decided in 2013 to replace and improve the existing proprietary e-commerce solution with SAP hybris. 

## Brand Leader through Targeted Customer Approach 
At present, the whole lingerie industry must deal with stagnant or even declining sales: new suppliers penetrate the market and put pressure on prizes. Therefore, manufacturers need to differentiate and define themselves clearly from one another. Triumph Japan decided to rely on customer service and an elaborated omnichannel strategy. For all their brands Triumph and Amos Style it conducts stationary trade. Hence, the aim is to link both worlds online and offline perfectly to one another and by doing so create a consumer centric overall shopping experience. The customer shall be perfectly advised at all levels of communication. 

The company’s central objective is a continuous development of their e-commerce system to increase turnover. That is closely linked to an increase of customer satisfaction which is enhanced by a refined customer approach in the stores. This is achieved by a consolidated data management – through usage of a scorecard for example – and marketing that reaches far beyond the realms of e-commerce into retail. So as to achieve this goal in the best possible way, internal processes had to be optimized in a further step. Therefore, the hybris customer service module is used which was adapted by communicode to Triumph’s individual requirements and is used since then by the internal stakeholders. 

## Upload to the Cloud 
An indispensable basis for an efficient omnichannel customer approach is, among others, a stable system architecture. The then existing architecture had reached its limit of capacity, due to an increase of traffic and even small variations led to extremely long page loading times. This was the reason why, in 2015, Triumph and communicode elaborated a concept for the implementation of an adequate system architecture for Triumph’s Japanese e-shop. Here the focus was on scalability, thrift, minimal risk, and future-proofness. A best practice solution was sought which allows scaling due to campaign rhythm and thus adjusts the used capacity precisely to demands. The decision was made for Amazon Web Services (AWS) that could further convince through good service and global dissemination. 

## From the idea to practice
In order to minimise the risk, a proof of concept tested the feasibility and outlined a scenario in which the existing system architecture was migrated and then optimised. After simulation of load tests during normal operation as well as at peak times it became clear that in terms of pricing vertical scaling was attractive even when it comes to cloud hosting, as capacities can temporarily be booked in addition. The decision was obvious: 30 % cost savings, 50 % sales growth within the test period, 40% more users, and a 30% higher conversion rate convinced and the pilot system was then gradually expanded into the productive system.
Besides the technical realisation, communicode also took over the project management and was thus responsible for the coordination of all project related service providers. In December 2015, after three months’ duration the project was successfully completed in time and budget. In order to assure smooth operation Triumph Japan makes use of communicode’s 24/7 support. A meeting is held once a month during which planned marketing activities such as TV spots, mailings, or voucher campaigns are communicated. 

## Lessons learned 
Each and every project is unique and such is each customer. An international project confronts us with challenges different from local projects. However, the ongoing collaboration between Triumph Japan and communicode proves that today’s technology makes it possible to bridge the missing physical proximity to the customer to a great extent. Like with all international projects a different and alien language and culture lead to a special situation that is to be dealt with. A certain amount of time is needed to establish oneself as a reliable strategic partner, since mutual trust has to be built on both sides. In addition, an agile working method presents a particular challenge when working remotely: thus, certain adaptations according to specific project and customer needs are required – and especially so when it comes to working within different time zones. 
However, alongside this knowledge we also gained experience on a technical scale: whoever wants to run a hybris online shop within the cloud needs expertise in the fields of application and cloud services. Yet, hybris is definitively ready for the cloud. The highly efficient mix of instances and services together with automatic scaling saves costs and resources. Triumph Japan is now optimally prepared to further enhance their omnichannel strategy that helps to maintain the company’s leading market position in the future. 

Triumph Global Sales AG

Triumph and communicode worked out a concept to implement a needs-based system architecture for the Japanese e-shop. The focus here was on scalability, profitability, minimal risk and future security. A best practice solution was sought that would allow scaling in the campaign rhythm and thus the capacity used to be variably adapted to requirements. The decision was made in favor of Amazon Web Services (AWS).

Download the case study "Triumph - Big in Japan" here.

Case_study_Triumph_Japan_en.pdf

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Triumph und communicode arbeiteten ein Konzept zur Umsetzung einer bedarfsgerechten Systemarchitektur für den japanischen E-Shop aus. Im Fokus standen hierbei Skalierbarkeit, Wirtschaftlichkeit, minimales Risiko und Zukunftssicherheit. Gesucht wurde eine Best Practice Lösung, die es ermöglicht, im Kampagnenrhythmus zu skalieren und somit die genutzte Kapazität variabel an den Bedarf anzupassen. Die Entscheidung fiel auf Amazon Web Services (AWS).

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Big in Japan

Carl Roth is a provider of chemicals and labware for the B2B market. The company looks back on a 135-year history, in which to this day competent consulting and service form the foundation of the company’s success. Way back, in 1899 Carl Roth sent the first mail order catalogue to his customers. Being one of the first, the company presented its entire product portfolio as online catalogue via infuniq with order functions on the internet. 

In March 2014, the company asked communicode to modernise the system architecture and to implement new shop technology. In over 10 years, the complexity of data, also due to branch-specific, legally required information and certificates on the internet have increased substantially. Based on a product concept catalogue and agile principles, we have added and individually adjusted the B2B Accelerator of SAP Hybris. 

- Relaunch based on the B2B Accelerator of SAP Hybris Commerce 
- Integration in the existing process chains (ERP, PIM) 
- market-specific presentation of portfolios and languages in the online shop 
- Fully managed hosting of the app by communicode 
- individual customer support “SLA by Call” 

As a service-oriented company, Carl Roth is now able to present the special features applying to the purchase of chemicals and labware, in a safe, comfortable, completely digital and integrated manner. Digital marketing and personalisation are the next steps – increasing sales and new customer segments are the objective. 

<a href="https://www.infuniq.com" target="_blank" rel="nofollow">Please visit the infuniq-Website for more information about the infuniq PIM-Solution and agile Product Information.</a>

Carl Roth GmbH & Co. KG

communicode was commissioned to modernize the system architecture and to implement a new shop technology.

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communicode wurde beauftragt, die Systemarchitektur zu modernisieren und eine neue Shop-Technologie zu implementieren.

Carl Roth - Next Level E-Commerce

Account Management

As a professional partner for the purchase and sale of precious metals in the Ruhr area, the 
knows the importance of trust and security for its industry. 
industry. That is why Moroder Scheideanstalt has decided to refine its website with a relaunch to meet current 
and thus to meet current requirements. In this way, it will continue to offer private and 
and business customers a secure platform for trading in precious metals. 
precious metals. communicode AG is looking forward to the constructive cooperation and a brilliant result. 
result.

Moroder Scheideanstalt GmbH

Standardised and automated provisioning processes and release management.We warmly welcome Moroder Scheideanstalt GmbH to communiversum. Together we are realising the relaunch of the e-commerce site based on Shopware.

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Wir heißen die Moroder Scheideanstalt GmbH herzlich im communiversum willkommen. Gemeinsam realisieren wir den Relaunch des E-Commerce-Auftritts auf Basis von Shopware.

Der digitale Schritt in eine glänzende Zukunft

The digital step into a bright future

Das Feinkonzept Ihrer Kampagnen umfasst Landingpages, E-Mailings, SEA, Social Media Marketing und das anschließende Tracking des Kampagnenerfolgs, einschließlich aussagekräftiger Reportings.

Die Realisierung der Kampagnen erfolgt unter Einsatz aller gewünschten und erforderlichen Online-Marketing-Werkzeuge, um Ihre Zielgruppe über alle digitalen Touchpoints direkt anzusprechen. Wir etablieren Lösungen, die Informationen über vergangene, gegenwärtige und sogar zukünftig erwartete Interessen Ihrer Kunden liefern. Mit einer 360°-Sicht auf den Nutzer sind personalisierte Marketingaktionen sogar in Echtzeit möglich. So schaffen wir emotionale Einkaufserlebnisse im digitalen Umfeld, die aus Kunden Marketingbotschafter machen.

### Online-Marketing Konzepte für:
- SEO/SEA/Marktplatz, Display-Advertising
- Web- und Shop-Analyse/Webtracking-Strategie
- Mobile Marketing, Multichannel/Crosschannel bis hin zu Omnichannel
- Marketing-Automation, Content-Strategien und -Management
- Master Data Management und Product Information Management
- Customer-Journey, Customer Relationship-Management
- Social Media Integration
- Conversion-Tuning und Shop-Optimierung, Sales- und Lead-Funnel, Web- und Shopanalyse
- Microsites/Kampagnen- und Landingpages, E-Mail-Marketing
- Recommendation-Engines/personalisiertes Marketing

Um erfolgreiches Online-Marketing zu betreiben, ist eine ganzheitliche Sicht auf Ihr Geschäftsmodell der erste Schritt. Davon ausgehend entwickeln wir eine kreative und innovative Marketingstrategie. 

Foto mit einer Person am Whiteboard, die eine Workflow Strategy aufzeichnet

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Konzeption und Umsetzung Online-Marketing

Beratung, Strategie und Konzeption für Ihr Crosschannel Online-Marketing.

 Conception & implementation of online marketing

## Mehr Performance für erfolgreiche Marken
Ein gutes Produkt und eine ansprechende sowie gut funktionierende Webseite bilden die Basis für langfristigen Erfolg. Um die eigene Zielgruppe zu erreichen und sowohl Leads als auch stabile Kundenbeziehungen zu generieren, ist intelligentes Marketing gefragt. Eine agile Marketingstrategie ergibt sich aus eingehenden Analysen der Marktposition sowie der Touchpoints Ihrer Zielgruppe. communicode bietet Ihnen ein umfassendes Komplettpaket, das Ihre Marketingkampagnen exakt auf Ihren Bedarf und Ihre wirtschaftliche Zielsetzung ausrichtet.




- Beratung und Entwicklung digitaler Markenstrategien
- Konzeption und Umsetzung Online Marketing
- Beratung technische Umsetzung von Marketing-Applikationen

Konzeption & Umsetzung Online Marketing

Online-Marketing Konzepte für:

Keywords

Contact

Michael Wolfframm

Customer projects

Big in Japan

Carl Roth - Next Level E-Commerce

The digital step into a bright future