Deli XL (food service provider, NL, B2B, €750M/yr) decided to implement ATG, while replatforming the back office at the same time. In March 2012, the first ATG release was delivered with an exceptional TTM: multiple Production deployments can be released per week. This presentation, presented at the Oracle CRM Day 2012 in Etten-Leur (The Netherlands), explains how ATG is reshaping Deli XL and how our customers experience that.

1. Ernst de Haan, E-commerce Architect, Deli XL Oracle CRM Day (April 18, 2012)
Achieving the Ultimate TTM with ATG

2. ✓ Daily Fresh ✓ Dry Groceries ✓ Non-Food
✓ Chilled Fresh ✓ Frozen

3. ✓ 1K suppliers ✓ 80K products
✓ 30K customers ✓ millions of consumers?

4. Markets
Horeca
Institutions
Catering

5. Vision
Passion for food Passion for service

6. ± € 11.000M / yr ± € 750M / yr
105K employees 2K employees

7. This Presentation
1 The Prelude
2 The Plan
3 The Project
4 The Pilot
5 Conclusion
6 Questions

8. Deli XL joined Bidvest in 2005

9. 06/07 07/08 08/09
05/06
04/05
Our results improved rapidly !

10. The The Market
Economy Competition Dynamics
…but then came the storms.

11. This Presentation
1 The Prelude
2 The Plan
3 The Project
4 The Pilot
5 Conclusion
6 Questions

12. …but we are ready for it !

13. 2009
2012

14. After an intense preparation…

15. Mercurius prepared us for the next sprint…

16. …and helped Deli XL to score!

17. Strategy
Customers Suppliers
Differentiation Standardization
Front Back
Office Office

18. 1 Simplify & enhance effectiveness of operating model.
2 Reinforce value proposition to market.

19. Software Selection
> ERP:
> Warehouse
Management:
> E-commerce:

20. Software Selection: E-commerce
> Long list: h o rt l i s t > Why
s
> ATG > merchandising
> Hybris capabilities
> IBM > personalization
> Intershop > customer focus
> Microsoft > leader (Gartner)
> SAP > growth platform
(multi-site)

21. This Presentation
1 The Prelude
2 The Plan
3 The Project
4 The Pilot
5 Conclusion
6 Questions

22. bol.com → Ernst → Deli XL 2010
Q1 Q3
Q2 Q4
> I thought I knew e-commerce
> …but that was B2C
> E.g.: conversion rate:
> bol.com: …
> Deli XL: 100%

23. Online Regular B2C B2B ordering site with
presence webshop (ATG) purchase lists (AS/400)
Payment Online, during checkout Invoices
Large catalog, Catalogs organized by
Volumes
millions of products logistical processes
Recommendations,
Personali- Different catalogs, prices,
targeted campaigns,
zation delivery schemes, etc.
etc.
Statistics, segmentation, We know each one.
CRM
service center, etc. Personally; we go there!
Recurring, e.g. same
Types of orders Random
products every week

24. Like the old days, before the Web kicked in:
first authenticate…

25. …then select your delivery date.

26. Then you can pick the stuff you want to order.

27. Yes, there is a product detail page.

28. Example: Deli XL Customer
> offline
> when he calls, he says his name
> …then immediately hangs up
> …and expects us to call back
> …which we do.
Yes, this is Holland

29. Project Status @ Q4, 2010 2010
Q1 Q3
Q2 Q4
> Business readiness: very limited
> ATG expertise: very limited
> Project approach: waterfall
> Integration strategy: big bang

30. Translation 2010
Q1 Q3
Q2 Q4
> Business does not know what is coming
> …the scope is carved in stone
> …there are many dependencies
> …we are planning a big bang
> …we do not have local experts

31. Translation 2010
Q1 Q3
Q2 Q4
> Business does not know what is coming
> …the scope is carved in stone
> …there are many dependencies
> …we are planning a big bang
> …we do not have local experts
Ow… kay…

32. 2010
Q1 Q3
Q2 Q4
How often should we be able to do a release?
One a year should do.
That’s… not a lot. Are you sure?
Perhaps 2…

33. Analysis of Legacy System 2011
Q1 Q3
Q2 Q4
organisations, sub-orgs,
web accounts, products,
customer-specific
assortments, DC-specific
AS/400 assortments, prices,
promotions, ordering
schedules, delivery
schedules per temp.
stream, exclusive
suppliers, product

34. Analysis of Legacy System 2011
Q1 Q3
Q2 Q4
organisations, sub-orgs,
web accounts, products,
customer-specific
assortments, DC-specific
AS/400 assortments, prices,
promotions, ordering
schedules, delivery
schedules per temp.
Nope: that will not map to exclusive
stream, the ATG model
suppliers, product

35. Updated Plan 2011
Q1 Q3
Q2 Q4
> Agile approach
> Start development ASAP
> Closely involve the business
> Start building now
> Address integrations ASAP
> Local ATG expertise
> High quality standards

36. 2011
Q1 Q3
Q2 Q4
We could aim for releasing once every 3 weeks?
Nah, once every 6 weeks is more than enough.

37. Execution 2011
Q1 Q3
Q2 Q4
> Smart Architecture
> separation of concerns — embrace change
> Small team of experts
> started with 4 developers, scaled up to 8
> Continuous Delivery
> from developer to Production within an hour
> can do multiple releases a week

38. Smart Architecture
shop 1 shop 2 …
AS/400 (gap) ATG 10
data and old
business logic nice and shiny
SAP
some new data

39. Smart Architecture
shop 1 shop 2 …
Giga
AS/400 ATG 10
Spaces
data and old
business logic nice and shiny
SAP
some new data

40. Small Team of Experts
> Initially specialists only
> ATG, GigaSpaces, UNIX, test automation
> 10+ years
> Scale up with ‘juniors’ (4+ years)
> Moving to mixed on-/offshore team

41. Continuous Delivery (CD)
Without CD With CD
Production release time Days/weeks Minutes
Low
Release stress High
(business as usual)
Risk of a software release High Low
TTM Difficult & variable Good & consistent
Validate small
Slow & costly Fast & low cost
business case
Typically slow Fast
Quickly react to issues
& hence expensive & hence cheap
Level of automation Scattered at best Very high

42. Continuous Delivery is Not Magic
> It requires:
> time & money
> experts to set it up
> maintenance
> …and in return it brings:
> faster turn-around time
> options for the business
> severe stress reductions for IT

43. This Presentation
1 The Prelude
2 The Plan
3 The Project
4 The Pilot
5 Conclusion
6 Questions

44. 2012
Q1 Q3
Q2 Q4
Could we do a release, 1 week after the previous?
Uh, sure…

45. Initial Release Planning 2012
Q1 Q3
Q2 Q4
> Release 1:
> First Pilot release — 3 customers
> Full functionality
> Release 2:
> One week later — add 27 customers
> Release 3:
> Three weeks later — optimizations
> etc.

46. 2012
Q1 Q3
Q2 Q4
I know the first release is due tomorrow…
…but can we add something small ?
…that would be really nice!
No. But we could do an interim release 2 days later?
Excellent, thanks!

47. Unified site, shop and search

48. See the catalog, even when not logged in.
Plus: recommendations, pictures, etc.

49. Redesigned product detail page

50. First Customer Reactions
It looks nice!
It looks similar to a webshop
Where is my purchase list?
I didn’t know you could offer all this!
What’s different? I will keep using the phone

51. Status @ now 2012
Q1 Q3
Q2 Q4
> Pilot customers
> Suppliers
> Business
> Incrementally adding customers
> Business leverage growing
> New initiatives – e.g.

52. Next Steps 2012
Q1 Q3
Q2 Q4
> Finetune storefront (×- & upsells, etc.)
> More business initiatives
> ATG Customer Service Center (CSC)
> Integrate ATG & marketing campaigns
> etc.

53. This Presentation
1 The Prelude
2 The Plan
3 The Project
4 The Pilot
5 Conclusion
6 Questions

54. Success Factors
> Mature technology (ATG & GigaSpaces)
> Local expertise (Mindcurv)
> Continuous Delivery
> Small team size
> Dedication & hard work

55. This Presentation
1 The Prelude
2 The Plan
3 The Project
4 The Pilot
5 Conclusion
6 Questions

56. New ATG site:
beta.delixl.nl
@delixl / @ernstdehaan
ernst-de.haan@delixl.nl