Ellos launches ‘new online department store for women’

Ellos launches ‘new online department store for women’

The Ellos Group launched their new Ellos and Jotex webshops. Ellos is a leading e-commerce site for fashion and home furnishing in the Nordic online market. The brand is well-known in the markets Sweden, Norway, Finland and Denmark and offers a mix of own and external brands. Their own brands include the Ellos clothing brand, the Áhkká outdoor brand, the Makiash beauty brand and the Close by denim clothing brand. Ellos targets modern women aged 30-60 that follow established trends and aims to be "the online department store for women".

The company based in Borås, started in 1947 and developed quickly as a distance shopping leader. Today the company has over 1.6 million active customers and the e-commerce sites have more than 60 million visits a year!

The Group's business model is based on the common e-commerce platform based on the Intershop Commerce Suite. Thanks to the e-commerce platform, the 3 online stores, Ellos, Jotex and Stayhard, provides adapted and affordable customer offerings, while the Group derives benefits of scale by being able to coordinate sourcing, logistics, payment solutions, customer interface and customer services. Fast and reliable deliveries are facilitated by a joint, cost-effective logistics platform. The e-commerce sites have the capacity to source products via a centralized sourcing function.

Ellos replatformed from their home-grown system to the Intershop Commerce Suite. The new platform is performance tested and proved to handle more traffic than Ellos experienced on Black Friday!

The platform is designed to run completely autonomous by being loosely coupled with the Infor M3 ERP system and the inRiver PIM system. The integration is done via a Mulesoft ESB with about 50 services and about 300 interfaces.

The Genesys call center solution is completely integrated in the Intershop backoffice and supports 200 call center agents. Bazaarvoice reviews will be integrated (again) in a later phase.

The website is SEO optimised and the user experience is being optimized by providing simplicity of navigation. There is for example no left navigation on the website, allowing a full width and optimized product presentation. All catalog and search filters are placed on top of the page. The search is handled by Adobe Search & Promote, the image content is delivered by Amplience. Lineups are coming from Adobe Target. Campaigns originate in the inRiver PIM system (because they are also used in offline channels) and are automatically updated in Intershop. Furthermore the page exists for all countries at the same time and the content manager in Intershop can decide to enrich the page further or publish without any further ado. The system is integrated with Adobe Campaign (Neolane) and Message center for all e-mail communication. The hosting of the platform is done inhouse and runs on 4 app servers.

According to Yannick De Rechapt - CIO at Ellos Group "They just need a good box to develop in and this is exactly what Intershop provides". What more could you ask for?

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