| Sen-al Market / Gima |
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| A 45-year old company, Gima serves its customers with more
than 75 stores in over 30 cities. To launch an online market and get the
largest market share in a growing home shopping market, they decided to build
an advanced solution with VeriPark.
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| Situation |
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| Gima, founded in 1956, was a state-owned enterprise
until its privatization in the 1990's. After 1996, it began a fast
restructuring period. Unprofitable stores were closed and larger new stores
were opened throughout the country. Within a 3 year period, the company changed
its ERP system, launched a loyalty card program, which reached 3 million
customers, and improved its LAN and established a WAN.
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| While its three major rivals began their web presence, Gima was
busy establishing its IT infrastructure.
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| In November 2000, the company instituted a "points"
program to increase customer loyalty using in-store web kiosks. A corporate web
site, providing information and customer service, was launched at the same
time.
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| Solution |
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| In December 2000, Gima established an online shopping
division, launching a home shopping web site with store-based delivery. For
this project, Gima received RFP responses from over 25 different companies
offering solutions based on entirely different frameworks. After careful
review, Gima chose VeriPark for its expertise in e-business, integration
services and handheld solutions. VeriPark's success in heterogeneous
environments represented another major decision driving factor.
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| With Veritical's registration and authentication
process, both new and existing store customers can register via the Web and
immediately begin shopping. Loyalty card customers gain quick access to the
site. Upon entering their loyalty card number, customers view products online
that they frequently purchase in stores. Using the site, customers can view and
use the points they have collected in physical stores while shopping online. In
addition, customers are notified of the progress of their purchases via email.
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| Complimenting standard online credit card payment,
customers are offered many additional payment options including; "pay at
the door" via mobile POS terminals, cash payment at the door, loyalty
point payments and installment or alternative payment methods. |
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| Loyalty Card program points, which allow customers to
collect points while they are shopping in both physical and online stores, are
stored in an Oracle 8i database. This approach provides each customer with a
unified view of physical and online stores, providing equal benefits in both
situations.
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| Store screens, which allow store personnel to view,
prepare and deliver orders to customers' address, were developed separately. In
completing the Sanal Market project, PSION handheld computers were used in home
delivery, billing and product returns at the address and OVAL was used in
development of handheld home delivery & billing application. |
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| In the second phase of the project, which was also
completed by VeriPark, Gima instituted a call-center shopping service. The
service, a first in retail in Turkey works entirely based on e-commerce
infrastructure. This service not only enables customers without internet access
to shop online, but also provides great customer service to online shoppers.
When a customer calls the Gima call-center, the operator can view a real time
version of the customer's shopping cart and help customers with purchase
completion. |
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| With cool features like, personalized campaign mails,
favorite and frequent item lists, a super search, which enables a shopping list
like search facility, Gima Sen-al Market is a perfect example of a successful
e-commerce site.
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| Solution Overview |
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Industry:
Retail
Solution:
e-Commerce
Products Used:
Veritical |
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| Benefits: |
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High performance and secure e-commerce infrastructure for goods retailing. |
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User registration and authentication via the Web, for new and existing store
customers.
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Residing Loyalty Card program "points" in database. |
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Challenges:
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Convincing the buyers to actually buy goods
through e-commerce. |
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Integration with existing databases, transaction
and operating systems. |
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Integrated web site and call-center operation. |
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