Achieving the Ultimate TTM with ATG Ernst de Haan, E-commerce Architect, Deli XL Oracle CRM Day (April 18, 2012)
Achieving the Ultimate TTM with ATG
Dec 25, 2014
Deli XL (food service provider, NL, B2B, €750M/yr) decided to implement ATG, while replatforming the back office at the same time. In March 2012, the first ATG release was delivered with an exceptional TTM: multiple Production deployments can be released per week. This presentation, presented at the Oracle CRM Day 2012 in Etten-Leur (The Netherlands), explains how ATG is reshaping Deli XL and how our customers experience that.
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Achieving the Ultimate TTM with ATG
Ernst de Haan, E-commerce Architect, Deli XL Oracle CRM Day (April 18, 2012)
✓ Daily Fresh✓ Chilled Fresh
✓ Dry Groceries✓ Frozen
✓ Non-Food
✓ 1K suppliers✓ 30K customers
✓ 80K products✓ millions of consumers?
Horeca
Markets
Institutions
Catering
Vision
Passion for servicePassion for food
± € 11.000M / yr105K employees
± € 750M / yr2K employees
This Presentation
The Prelude
The Plan
The Project
The Pilot
Conclusion
Questions
1
2
3
4
5
6
Deli XL joined Bidvest in 2005
Our results improved rapidly !
04/05 05/06 06/07 07/08 08/09
…but then came the storms.
TheEconomy
TheCompetition
MarketDynamics
This Presentation
The Prelude
The Plan
The Project
The Pilot
Conclusion
Questions
1
2
3
4
5
6
…but we are ready for it !
2009
2012
After an intense preparation…
Mercurius prepared us for the next sprint…
…and helped Deli XL to score!
Strategy
Customers Suppliers
FrontOffice
BackOffice
Differentiation Standardization
1
2
Simplify & enhance effectiveness of operating model.
Reinforce value proposition to market.
> ERP:
> WarehouseManagement:
> E-commerce:
Software Selection
Software Selection: E-commerce
> Long list:> ATG> Hybris> IBM> Intershop> Microsoft> SAP
shortlist > Why > merchandising
capabilities> personalization> customer focus> leader (Gartner)> growth platform
(multi-site)
This Presentation
The Prelude
The Plan
The Project
The Pilot
Conclusion
Questions
1
2
3
4
5
6
bol.com → Ernst → Deli XL
> I thought I knew e-commerce> …but that was B2C
> E.g.: conversion rate:> bol.com: …> Deli XL: 100%
Q1
Q2
Q3
Q4
2010
Online presence
Regular B2Cwebshop (ATG)
B2B ordering site with purchase lists (AS/400)
Payment Online, during checkout Invoices
Volumes Large catalog,millions of products
Catalogs organized by logistical processes
Personali-zation
Recommendations,targeted campaigns,
etc.
Different catalogs, prices, delivery schemes, etc.
CRM Statistics, segmentation, service center, etc.
We know each one. Personally; we go there!
Types of orders Random Recurring, e.g. same products every week
Like the old days, before the Web kicked in:first authenticate…
…then select your delivery date.
Then you can pick the stuff you want to order.
Yes, there is a product detail page.
Example: Deli XL Customer
> offline
> when he calls, he says his name
> …then immediately hangs up
> …and expects us to call back
> …which we do.
Yes, this is Holland
Project Status @ Q4, 2010
> Business readiness: very limited
> ATG expertise: very limited
> Project approach: waterfall
> Integration strategy: big bang
Q1
Q2
Q3
Q4
2010
Translation
> Business does not know what is coming
> …the scope is carved in stone
> …there are many dependencies
> …we are planning a big bang
> …we do not have local experts
Q1
Q2
Q3
Q4
2010
Translation
> Business does not know what is coming
> …the scope is carved in stone
> …there are many dependencies
> …we are planning a big bang
> …we do not have local experts
Q1
Q2
Q3
Q4
2010
Ow… kay…
How often should we be able to do a release?
One a year should do.
That’s… not a lot. Are you sure?
Perhaps 2…
Q1
Q2
Q3
Q4
2010
Analysis of Legacy System
AS/400
organisations, sub-orgs, web accounts, products, customer-specific assortments, DC-specific assortments, prices, promotions, ordering schedules, delivery schedules per temp. stream, exclusive suppliers, product (de)blocking, weighted articles, units of
Q1
Q2
Q3
Q4
2011
Analysis of Legacy System
AS/400
organisations, sub-orgs, web accounts, products, customer-specific assortments, DC-specific assortments, prices, promotions, ordering schedules, delivery schedules per temp. stream, exclusive suppliers, product (de)blocking, weighted articles, units of
Q1
Q2
Q3
Q4
2011
Nope: that will not map to the ATG model
Updated Plan
> Agile approach> Start development ASAP> Closely involve the business> Start building now> Address integrations ASAP
> Local ATG expertise
> High quality standards
Q1
Q2
Q3
Q4
2011
We could aim for releasing once every 3 weeks?
Nah, once every 6 weeks is more than enough.
Q1
Q2
Q3
Q4
2011
Execution
> Smart Architecture> separation of concerns — embrace change
> Small team of experts> started with 4 developers, scaled up to 8
> Continuous Delivery> from developer to Production within an hour> can do multiple releases a week
Q1
Q2
Q3
Q4
2011
(gap)
Smart Architecture
AS/400 ATG 10
SAPsome new data
data and oldbusiness logic nice and shiny
shop 1 shop 2 …
Smart Architecture
AS/400 ATG 10
SAPsome new data
data and oldbusiness logic nice and shiny
shop 1 shop 2 …
GigaSpaces
Small Team of Experts
> Initially specialists only> ATG, GigaSpaces, UNIX, test automation> 10+ years
> Scale up with ‘juniors’ (4+ years)
> Moving to mixed on-/offshore team
Continuous Delivery (CD)
Without CD With CDProduction release time Days/weeks Minutes
Release stress High Low(business as usual)
Risk of a software release High LowTTM Difficult & variable Good & consistentValidate small business case Slow & costly Fast & low cost
Quickly react to issues Typically slow& hence expensive
Fast& hence cheap
Level of automation Scattered at best Very high
Continuous Delivery is Not Magic
> It requires:> time & money> experts to set it up> maintenance
> …and in return it brings:> faster turn-around time> options for the business> severe stress reductions for IT
This Presentation
The Prelude
The Plan
The Project
The Pilot
Conclusion
Questions
1
2
3
4
5
6
Uh, sure…
Could we do a release, 1 week after the previous?
Q1
Q2
Q3
Q4
2012
Initial Release Planning
> Release 1:> First Pilot release — 3 customers> Full functionality
> Release 2:> One week later — add 27 customers
> Release 3:> Three weeks later — optimizations
> etc.
Q1
Q2
Q3
Q4
2012
No. But we could do an interim release 2 days later?
I know the first release is due tomorrow…
Q1
Q2
Q3
Q4
2012
…but can we add something small ?
…that would be really nice!
Excellent, thanks!
Unified site, shop and search
See the catalog, even when not logged in.Plus: recommendations, pictures, etc.
Redesigned product detail page
First Customer Reactions
It looks similar to a webshop
Where is my purchase list?
I didn’t know you could offer all this!
It looks nice!
What’s different? I will keep using the phone
Status @ now
> Pilot customers �> Suppliers �> Business �> Incrementally adding customers
> Business leverage growing
> New initiatives – e.g.
Q1
Q2
Q3
Q4
2012
Next Steps
> Finetune storefront (×- & upsells, etc.)
> More business initiatives
> ATG Customer Service Center (CSC)
> Integrate ATG & marketing campaigns
> etc.
Q1
Q2
Q3
Q4
2012
This Presentation
The Prelude
The Plan
The Project
The Pilot
Conclusion
Questions
1
2
3
4
5
6
Success Factors
> Mature technology (ATG & GigaSpaces)
> Local expertise (Mindcurv)
> Continuous Delivery
> Small team size
> Dedication & hard work
This Presentation
The Prelude
The Plan
The Project
The Pilot
Conclusion
Questions
1
2
3
4
5
6
@delixl / @ernstdehaan
New ATG site:beta.delixl.nl
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