Opportunity

Staples India is India’s largest office products supplier. It serves businesses across various segments and helps companies save on budget by tracking consolidated spends on single platforms, creating visibility and control whilst driving economies of scale.

When the company decided it was time to update its digital platforms for both its B2B and B2C operations, Wunderman Thompson Commerce was offered the opportunity to design and build a cutting edge new commerce site.

Inspiration

Experience has taught us that B2B customers these days expect the same type and level of service as their B2C counterparts. They want choice, they want flexibility, they want the freedom to browse and research and buy via mobile, they want a smooth, seamless, convenient experience whatever channel they use.

Our inspiration for this project was therefore to provide Staples India with an integrated commerce platform that would run B2C and B2B front end web stores in parallel, providing the same rich, user-friendly experience to all customers.

Solution

We initially built and launched the new B2B and B2C consumer commerce platforms on Intershop, before a later subsequent migration to the current Workstore site. The new platform was designed to support all standard customer touch-points, including desktop, laptop, tablets, mobile apps, SMS, emails, newsletters and more.

Overall, Wunderman Thompson Commerce led the project end to end, taking responsibility for consultancy, project management, analysis, solution architecture, development, quality assurance, load and security testing, infrastructure, WSO2 enterprise service bus, ERP Interfacing, CRM and operational and technical training & warranty.

With a view to achieving a more seamless and personalised B2B experience in particular, we prioritised the following:

  • Creating a simple onboarding path for new business customers by making specific contract and pricing options available at the click of a button.
  • Building a self-service portal for B2B consumers which gives them direct access to manage spends and accounts.
  • Simplifying migration of existing B2B consumers.

Growth

The consumerisation of digital B2B channels had a major impact supporting growth. Within one month of going live, Staples India was able to onboard 7,000 active B2B consumers.

With deep product knowledge, Wunderman Thompson Commerce implemented a complex set of business rules and requirements on a new platform.

Jashbir Morzaria

(Former) CIO, Staples.in

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