JELMOLI - THE HOUSE OF BRANDS

Finest online shopping experience based on rich product information and extensive search filters

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CHALLENGES

  • Rich and up-to-date product data.
  • Missing structured product information.
  • Improving product search.
  • Reliable product data foundation to grow.
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HOW ONEDOT HELPED

  • Better structured & searchable product information.
  • Identified attributes that best describe products.
  • Filter attributes set up per product category.
  • Backbone for automation of product data management processes.

Jelmoli is the biggest (more than 30’000 square meters) premium department store in Switzerland with more than 2’000’000 product variants in fashion, beauty, sports, travel, home and food categories. It is considered as “The House of Brands”. Alexander Wang, Brunello Cucinelli, Burberry, Etro, Diane von Fürstenberg, Dsquared2, Moncler and Ralph Lauren are just some of the well-known fashion brands they offer.

FROM TRADITIONAL RETAIL INTO INNOVATIVE E-COMMERCE

These are exciting times for Jelmoli. Jelmoli is investing heavily in new and innovative technologies for the last and coming years. “Our goal is to provide a memorable shopping experience for our customers, blending the offline with the online world,” says Marc Huber, Head of Customer Experience & E-Commerce and Member of the Management Team at Jelmoli.

 

Jelmoli announced the opening of 3 new stores at Zürich Airport. “We are really excited, particularly about the digital concept store opening in Spring 2020!” says Huber. “We want to bring the same premium shopping experience we offer in our department store online.” Their plan is to create a walk-in shop with only 200 square meters that will offer an almost complete range of Jelmoli’s flagship store in Zürich. “It will be one of a kind in Switzerland. Our customers will be able to order products in a modern and stylish online store. Some products will even be delivered immediately – within 30 minutes – to pick-up zones within the airport,” explains Huber.

 

Today, quality products and brands are not enough for customers to visit a department store. It’s the best shopping experience which makes the difference, one of the key strengths of Jelmoli.

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“We wanted to extend our current Product Data Model (PDM). This can be a difficult task, especially when you have such a diverse product range as we do. It also requires considerable data modeling expertise and industry knowledge. This is exactly why we turned to Onedot.”

Marc Huber, Head of Customer Experience & E-Commerce, Member of the Management Team at Jelmoli.

HOW ONEDOT HELPED

“We wanted to enrich the current Product Data Model (PDM) to allow extending our online product range, displaying rich product information and offering smooth product search. This can be a difficult task, especially when you have such a diverse product range as we do. It also requires considerable data modeling expertise and industry knowledge. This is exactly why we turned to Onedot,” explains Huber.

 

Jelmoli’s new PDM will be the backbone of the product data management and online shopping experience. It provides clear guidelines how to describe products and opens the door for automation of key data management processes like onboarding new brands and products.

 

“If you have a store carrying more than 2’000’000 product variants and want all of them to be accessible online, you need to offer powerful search and filtering mechanisms to enable customers to find the products they came searching for within seconds, not minutes.”

 

A considerable part of building the PDM consists in identifying the attributes which best describe products. It is not enough for sports apparel to only feature material, colour and size. Customers want to know the kind of collar an outdoor jacket comes with, or whether trail running pants feature side pockets and reflectors.

 

When designing a PDM, the key question is always how granular you want to describe products. The more granular, the richer the user experience. With finer granularity, efforts of gathering all the product information and preparing the product data increase significantly. “As we are a premium brand, we want to offer high quality product information to our users online,” says Huber.

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Every attribute has one of 3 types: Free Text, List of Values and Numbers (with or without units). Lists of values are particularly suited to be used in search filters in the online shop.

 

Attributes can either be Single-Select or Multi-Select. For example, you can have multiple values for a jacket colour or care instructions, but only a single value for the jacket fit. “With the help of Onedot we identified rich lists of values for our product attributes. This guarantees consistent and searchable product filters to our customers.”, states Huber.

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“With the help of Onedot we identified rich lists of values for our product attributes. This guarantees consistent and searchable product filters to our customers.”

Marc Huber, Head of Customer Experience & E-Commerce, Member of the Management Team at Jelmoli.

THE RESULT

The purpose of a PDM is to describe products in a way that customers receive as much relevant information as necessary, make them excited about a product and take a decision for a purchase. Also, the more accurate information is available, the easier it is for shoppers to find what they are looking for. The result is a measurable increase in conversion rate and more revenue. Jelmoli has now been enabled to grow to the next level of combining their offline and online presence, thanks to a rich PDM.

 

“Jelmoli is carrying a huge range of products. And we are constantly expanding to provide more variety to our customers. We need to think about ways we can simplify our product data management even further and automate as much as possible. I can definitely see that Onedot is a strategic partner towards that goal,” says Huber.

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