Nelly launches composable commerce solution in six months
Occtoo centralcomponent for data activationin all commercial data flows
Fashion e-tailer Nelly was founded in 2004 andis listed on Nasdaq Stockholm stock exchange with a revenue of 1.2 billion SEK. They offer the latest fashion for both women and men in a wide range of categories such as clothes, shoes, underwear, swim wear, beauty, accessories and sports from both their own label and renowned brands such as Levi’s, UGGand Juicy Couture
Gaining speed and agility by going Composable
Nelly was trapped in a technology infrastructure built in-house since they were founded in 2004. To support their future growth and to be more cost-efficient they could no longer continue their in-house development. The issues with the current stack were stopping them, performance issues, cost of ownership and lack of flexibility were some of the key problem areas. After evaluating different options, they decided to buy commercial software and compose their own commerce solution with a set of best of breed components.
Occtoo’s Experience Data Platform is used as the main data component in the solution, responsible for complex business logic, fueling all other applications with real-time experience data for the frontends and business processes. This choice was made both to support the e-commerce channel, where the majority of Nelly’s sales comes from, but also to make it easy to expand with new channels in the future. With Occtoo in place they can now easily unify content from all their source systems and activate this data in their current sales channels and/or other applications in the future.
How Occtoo is used for data activation
As a component in Nelly's e-commerce experience with focus on driving sales, Occtoo is used to activate data and content in several business processes and touchpoints.
Feeds from Occtoo is used to activate data (products, prices and stock levels) to acquisition channels such as Google, Snap, Meta and Tiktok according to Nellys business requirements.
Real-time dynamic APIs are used on the sites; Nelly.com and NLYman. Providing their sites with relevant content about products, prices and stock levels. All data and content activated in Occtoo’s APIs makes the e-commerce experience lightning fast, which is creating a seamless experience for customers.
As part of the overall campaign workflow with drops and new product launches, the team at Nelly uses the Segments feature in Occtoo to build tailored segments of data, content and prices for specific campaigns.
As an e-tailor Nelly works with a sophisticated promotion and discount plans and Occtoo Segments is part of the business logic making sure that discounted products are displayed correctly in only validated markets and all active channels.
In the after-sale phase Occtoo supports the customer service portal with data about customers and their orders enabling the Nelly support teams to offer better service, making sure customers return for additional purchases.
Occtoo feeds Nelly’s BI system with data about products and transactions enabling them to make informed decisions to support the business going forward.
Occtoo is used to unify, calculate and decide in what channel and on which market a product can be sold given all the business requirements defined in the Nelly backend stack. This is crucial when making sure products are only sold in approved markets/channels/promotions etc.
Occtoo helps Nelly in the creation of new products coordinating the product data flows from the Supplier services, PLM, ERP to finally the PIM where they are enriched and tagged with sellable content.
Media is an important part of the customer experience, Occtoo’s CDN replaced Nelly’s old Media Management and Distribution system providing a significant cost saving.
Nellys new composable commerce stack
The whole commerce set-up was built and launched within a six-month timeframe. Since they used Occtoomany of the complex tasks related to data access and activation could be done with a significantly higher speed and to a lower cost than doing it the traditional way (building many point-to-point integrations). This new solution replaced Nelly’s entire technology stack which they had been building in-house over the last 20 years.
About Occtoo
Occtoo is an Experience Data Platform that is used by retailer, brands and manufacturers to easily activate product data and content in any sales channel and/or application. With Occtoo companies can easily combine data and content from all of their source systems and re-model the data to the need of the channel/applications where they want to expose it. This significantly reduces time to market for deploying new digital initatives and simplifies the whole solution so it is easier to maintain.
