Mamagazin.ru is an online children's goods hypermarket where you can buy everything you need for a child aged 0 to 12 years. The company appeared on the Russian market quite recently, but has already managed to win the trust of demanding customers. The Mamagazin.ru online store for children's goods is also a social network for parents, where they can communicate with each other, discuss their purchases, and share experiences and advice. According to Vitaly Filonov, Marketing Director of Mamagazin.ru, mothers from all over the country have been actively involved in its development since the first day of the project's existence. The design and main functionality of the website shop was tested among future customers. Thus Mamagazin. ru is the first online store for children's goods created by moms for moms.
A few months before the official launch in Russia, the company started a project to automate key business processes based on the Microsoft Dynamics AX 2012 solution The implementation of the ERP system by Mamagazin.ru is carried out jointly with the international consulting company Odyssey Consulting Group. A fully functional management system will help to ensure centralized control of the entire cycle of product distribution of the online store, and in the future will support Mamagazin.ru business development plans. The goals of the company management are quite ambitious: in five years the retailer intends to become the largest children's goods store in Russia.
"At the stage of choosing a system, we studied the most popular solutions for Ecommerce and retail based on Microsoft Dynamics AX, 1C, SAP, Ultima ERP”, comments Evgeniy Izotov, CIO Mamagazin.ru. – “We settled on Microsoft Dynamics AX 2012 because the capabilities of the system fully matched our requirements in terms of functionality, scalability and performance. We also decided on an implementation partner pretty quickly. Odyssey Consulting Group was the only one of all the consulting companies participating in the tender that had a successful experience of quickly launching retail projects from scratch and was ready to implement the project within the required timeframe”.
As in the case of other start-up clients, the Odyssey Consulting Group consulting team launched the main blocks of the solution in six months - by the time official opening internet hypermarket. At the initial stage of implementation, the project team solved the tasks related to management purchases, deliveries and stocks in the warehouse, relationships with suppliers, management of sales and pricing of the online store, accounting accounting.
One of the key areas of the system being created is customer relationship management. Using the Microsoft Dynamics AX 2012, the consulting team of Odyssey Consulting Group automated the work of the Mamagazin.ru contact center. The system is integrated with IP-telephony.
Online store operators use one system to make and receive incoming calls, place orders and consult customers, check information about accepted payments and deliveries, register and handle questions and claims for already completed orders, keep cancellations and returns statistics. Natalya Tarkova, director of customer service at Mamagazin.ru, emphasizes that this approach to organizing the work of call center operators significantly increases their efficiency and allows achieving higher standards of customer service.
Any stage of the operator's work is indicated by its status. For example, when an employee places an order or a claim from one of the customers, the system automatically sets the status "Busy" and does not receive other calls. Microsoft Dynamics AX 2012 stores the time a call was received, its duration, and the time it took to process a sales order or other type of call after the agent finished talking to the customer. If an employee needs to leave the workplace, he selects the appropriate status in the system. The duration of each operator's work status is strictly fixed. So the store maintains its statistics on customer service and can control the employment of contact center employees during the working day.
In the near future, the project team will complete the setup of workplaces for contact center operators. In addition, tasks related to management of sms- and email-informing customers and maintenance of a bonus loyalty program are being solved. Mamagazin.ru. By the end of the year, the retailer plans to process up to 3,000 orders daily via the contact center.
To organize data exchange with external systems of suppliers Mamagazin.ru uses the Odyssey Connectivity Studio industry solution. The ERP system is also integrated with the CMS system of the online store, systems of a logistics operator and courier services.
The Mamagazin.ru Internet hypermarket opened to a wide audience on July 1, 2014, but still continues to work in test mode. A full-fledged opening of the store should take place in early October 2014
“It is too early to sum up the results of the launch of Microsoft Dynamics AX 2012, but the first months of using the system can be generally characterized positively. Much of what we have planned, done and successfully functioning”, emphasizes Evgeny Izotov. “We are confident that our close collaboration with the Odyssey Consulting Group will lead to even more impressive results.”
