How a lifestyle footwear brand achieved better efficiency through a unified system for multichannel selling

The number of digital consumers in South East Asia are increasing continuously. This steady growth in consumerism presents an opportunity for new forms of modern trade, one where brands, retailers and distributors always need to be on top of their eCommerce management game. Hence, investment in technology for all these players has become essentially irresistible. This case study presents how a major US footwear brand overcame its challenges to enable a seamless management for its multichannel operations.


The Background:

A US-based footwear brand with its expanse spread across 175 countries, processes 19,000 pairs of shoes per hour in company-operated distribution facilities. A strong competitor to Nike and Puma, the brand operates through its facilities around the globe. Its distinct distribution strategy has enabled the brand to maximize sales through its direct-to-consumer channels.

The brand majorly operates across six countries in Southeast Asia: Singapore, Malaysia, Thailand, Hong Kong & China, and Vietnam. Each country has either company-operated warehouse and/or distribution facilities or subsidiaries that operate on multiple ERP solutions, fulfillment providers and last-mile carriers. A typical warehouse storefront is at least 30,000-45,000 sq. ft in size having a capacity to manage 60,000-70,000 SKUs at once.

While it was known for its single line of brand positioning, the same was not true for its eCommerce management. A complex structure of diverse systems, multiple partners to manage end-to-end operations across each facility and increasingly more sales channels led to an array of operational challenges.

The Challenges:

1. Decentralized systems, partners and resources

Even though the brand had multiple warehouses and a huge volume of inventory, it did not operate on any unified system to centralize all their processes.

Since each regional office used to manage its end-to-end eCommerce operations on different sets of systems, having complete visibility was difficult. To name a few, Malaysia had three different fulfillment centres managed by LF Logistics for fulfillment, and Pos Laju for last-mile deliveries. In Singapore, they used Navision for ERP needs, and Ninjavan for last-mile deliveries and likewise.

Therefore, each country had a network of, ERP solutions, fulfillment providers and last-mile delivery partners to manage their eCommerce fulfillment. All the more, each country happened to have a lack of visibility on its resources across all these facilities leading to high costs for safeguarding inventory. Thus, they needed a comprehensive solution that could consolidate all their systems into one unified platform.

2. No ‘real-time’ visibility on orders

While the facilities across six nations were operating on different systems, the processes lacked a unified order management flow. Having an Order Management System in place could help them achieve complete visibility for their orders across all regions and also enable an analytical objective of their business operations in these markets.

3. No integration with salesforce powered eCommerce web stores

The brand was also planning to manage its eCommerce channels’ sales and marketing through Salesforce cloud software. As eCommerce businesses offered convenient, easy-to-navigate shopping experiences, these web stores were a critical part of their sales mix. Therefore, apart from the management challenges they wanted a solution that could include their SFCC powered webstore as well.

The Solution:

In order to address these challenges, Anchanto presented its flagship product SelluSeller as a full-proof solution for the challenges. After a few discussions and product walkthroughs, the brand decided to implement SelluSeller for their multichannel eCommerce management. Here’s how it turned out to be a great decision for them.

a) Powerful integrations with multiple systems:

SelluSeller’s ready integrations with major marketplaces, ERP systems, accounting tools, third-party logistics providers, last-mile carriers proved to be a comprehensive solution that the brand sought. Moreover, owing to SelluSeller’s flexibility, the brand was able to get customized integrations with all its ERPs and partners such as Navision, LF Logistics, Ninjavan amongst others.

This way, they were able to centralize their operations across their partners & third-party systems in different countries.

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b) Unified order management

With all their online marketplace accounts & online stores connected on one platform, the brand’s management team started tracking all orders on one unified platform. Having onboarded them just recently, the brand now manages all its orders through SelluSeller. Therefore, each order is seamlessly processed through other workflows. The advantageous system is well-integrated with other systems, complete inventory, fulfillments partners like Navison and 3PL partners like Ninjavan. This has radically improved the speed of order processing, given more control on inventory and helped the brand to streamline its multichannel operations.

c) Integrations capability with their global web store

SelluSeller’s expert team delivered customized integration with the Salesforce Commerce Cloud. With this, the brand was able to manage all their marketplaces along with its global webstore. As per the plan, this web store will have subdomains for each country. As SelluSeller is readily integrated with more than 100 marketplaces across South-east Asia, it was easier for the brand to speed up their operations. As promotions are an integral part of eCommerce, SelluSeller enables separate promotion features the brand chooses to run depending on the marketplace. It got a better hold of the promotions by selecting to run product-wise promotions or marketplace-wise promotions.

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The Conclusion:

The brand has already launched the SelluSeller solution in three countries right now: Malaysia, Singapore and Thailand and has gradually started managing its operations through it. The solution will be shortly implemented in Hong-Kong & China and Vietnam and currently, the team is working on developing the customized integrations for these nations.

The project has been deployed successfully with a dedicated team of account managers and product consultants that work closely with the brand in order to derive better efficiency and perfection for this unique solution.




Interested in transforming your existing multichannel selling, retailing, or eCommerce service business? Speak with our expert now.

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