Cache-Cache speeds up its development in China thanks to Keyrus and hybris
Cache-Cache chooses the hybris B2C Commerce Accelerator and Keyrus' knowledge of the Chinese market to develop its own omni-channel strategy in China.
Cache-Cache - Groupe Beaumanoir's long-standing brand - has chosen Keyrus, a major consultant and integrator of cross-channel commerce solutions, and hybris software, an SAP company and the world's fastest growing commerce platform provider, to create its own e-Commerce website in China. The women's clothing retailer is keen to step up its development in China, increase its online sales and further boost the company's growth, which currently stands at around 30% a year. The design and implementation was carried out byKeyrus China, based in Shanghai.
Cache-Cache, which currently has 850 outlets in 22 Chinese provinces, already offered online shopping via the Chinese website, Tmall. However, it became vital for the retailer to have its own commerce platform in order to control its online business and support its omni-channel web-to-store strategy. By opting for the hybris solution, Cache-Cache now has a solid and flexible interface able to incorporate all new applications created on the Chinese market. The hybris B2C Commerce Accelerator for China integrates plug-ins for all the major social networks in China such as WeChat, Weibo and QQ.
"hybris provides us with a strong and yet flexible base able to quickly integrate all the developments and innovations on the Chinese market. hybris, coupled with the expertise of the Keyrus consultants in China, meets our needs in terms of adaptation and flexibility, and allow us to be present, visible and active wherever the consumer can be found", explains Stéphane Torck, Managing Director of Cache-Cache in China.
Since it arrived on the Chinese market in 2005, Cache-Cache has primarily focused on adapting its business model to the local market. The retailer began by adjusting its entire collection in terms of price, style and fitting. It then centred its development on partnerships based on a commission-affiliation system. This means that 70% of its outlets are partner retailers and 30% belong to the brand. The company has therefore brought the Cache-Cache brand quickly and efficiently onto the Chinese market.
"When you consider that China is home to 20% of the world's population, it is essential for a clothing retailer to be doing business there. What's more, e-Commerce is booming there. We feel China is a priority market that we need to invest in to support our company's growth",explains Stéphane Torck.
So far, shoppers can access the primary features vital to any e-Commerce website, which include a presentation of the products, online payment, promotions and the possibility of adding product comments. The first stage of the project was finalised in less than four months thanks to the flexibility of the hybris B2C Commerce Accelerator and the expertise of the Keyrus teams on site.
"We have adapted to local constraints, technology, channels and consumer habits change much more quickly in China than anywhere else", says Stephan Samouilhan, Vice President Digital Commerce at the Keyrus Group.
"Our local presence helps us to understand the market and its specific characteristics, and meet the requirements of both companies and consumers", adds Thomas Alix, Head of e-Commerce & digital at Keyrus China.
The second phase will see the addition of new features such as coupons and increased in-store traffic based on promotional offers. Ultimately the aim is to sell the Cache-Cache collection on all retail channels, including stores, web and mobile. The idea is to sell the collection in a consistent and optimised manner regardless of which channel the shopper uses. The other brands of the Beaumanoir groupwill also be deployed on the Chinese market shortly, following the example of Bonobo, the retail brand and network specializing in denim wear.
"Cache-Cache's new commerce website is a key step for hybris. The success demonstrates that the flexibility of our solutions is the key factor behind any comprehensive international omni-channel strategy. It also marks our involvement in a growing market and the importance of China in our own development strategy", explains Eric Chemouny, Vice-President EMEA of hybris