The customer journey in the omnichannel era at stake
At a time when contact points have multiplied and customer expectations are always higher, it becomes more complicated to deliver a strong consumer promise, frictionless whatever the channel.
At the same time, digital pure players have considerably raised the bar, allowing clients to buy products from different merchants during a unique shopping experience.
That is also the mission of Proximis, which offers a unified basket for retailers. Because the startup wants to provide its own customers with the most relevant tools to increase their in-store sales from their web and mobile sites, it became necessary to provide them with a 360-degree vision on key indicators.
To meet these new expectations and guarantee the smoothest consumer journey possible, retailers need to access as much information as they can on the whole buying journey, from order, to payment and order. Hence the importance to have available an integrated reporting tool that centralizes their e-commerce metrics.
User experience, key for retailers as for Proximis
The back-office, as it has been originally designed by Proximis, allows to manage orders, payments, returns, at a very fine level of granularity. But the user experience still lacked a reporting brick ensuring visibility of all of these operations. We had to find a way to make the most of existing data, with an optimal time-to-market, data management and analytics ot being the core bsuiness of the startup.
Proximis' information system had been built according to a transactional logic, which corresponds to the type of service offered but makes it hard to bring a reporting logic to the table. It was therefore necessary to imagine the analytics offer and build it from scratch.
Turning data into a new feature
Benefits expected by Proximis were numerous:
- Accelerate time-to-market for the analytics featureset to be able to focus on the core value proposition, omnichannel
- Augment user experience by offering an optimal Business Intelligence experience
- Improve their competitive advantage by providing a differentiating analytics service that encourages customer engagement and loyalty
By leveraging ForePaaS, the startup could quickly provide their clients with an interactive reporting component, fully integrated into the existing back-office. Transactional data, coming from Proximis database, have been extracted, exported, and transformed on ForePaaS platform, before being shared through reporting dashboards, according to the KPIs defined by Proximis.