Meet Magento UK
Watco & Crimsonwing Case Study
A Global Multi-Store & Multi-Lingual Magento Enterprise Project
Speaker bios
• Alex Barbier – Group Marketing Director
– 7 years’ Direct Mail B2B experience
– Responsible for marketing strategy of the Watco Group
• Barry Thorn – Sales Manager
– Responsible for Crimsonwing Business Development
– 5+ years client-side ecommerce experience as Head of Online Retail /
Online Marketing Manager / Ecommerce Merchandising Manager
Alex Barbier (Watco)
Barry Thorn (Crimsonwing)
Watco – powering online growth
with multi-brand and multi-store
Overview
• Background
• Opportunity
• Results
• Multi-store
• The Future
Background - Watco
• Established in 1927
• Traditional pure Direct Mail catalogue
business
• Needed to go multi-channel to remain
successful
Background – Why Magento?
• Multi-store capability
• Scaleable
• CMS
• Cost Effective
The Opportunity
• Push new markets / strategies
• Gain operational efficiency –
– Centralise product info across markets
– Integration to central ERP
• Empower core teams to trade the site –
– Independence over site content
– No intervention from Dev Team required
Results - Watco
Metric Uplift
Revenue 40%
Orders 52%
Visits 38%
New Customers / month 35%
Organic search visits 53%
Results – Floorpaint Express
Metric Vs. Forecast
Revenue 108%
Orders 34%
AOV 55%
UK
IE
DE
AT
FR ES US UK
Multi-store on Watco
New country store - steps
Business
Case
• Cost v. Return
Scope • Requirements
Build
• Configuration
• Integration
• Design / Theme
• Bespoke development, etc
Deploy
• Go live
• Monitor
1 week –
1 month
1 week
1 - 3 weeks
Multi-store – task ownership
Area Detail Watco CW 3rd
Party
Design / Theme • Look and feel
• Functionality
Content • Translations
• Promotions and merchandising
• CMS pages
Back office
integration
• ERP
• Automated or manual?
Configuration rules • Tax
• Payment
• Shipping
• Currency
Implementing multi-store
• Benefits –
– Navision / Magento : 2 platforms for 8
websites
– Highly SEO-friendly
– Drive targeted marketing effort
– Flexibility to move brand positioning in local
market
The Future • Watco:
– 2 * new countries 2012
– 2 * new countries 2013
• Floorpaint Express:
– FR – Q1 2012
– ES – Q3 2012
– DE – Q3 2012
Summary
• Ease – all sites can be deployed from 1 MAGENTO
INSTANCE
• Time – a new country can be rolled out in as little as 2
weeks
• Business case - ensure solid business case exists for
each new market
• Business requirements – do this thoroughly upfront to
avoid cost and delays
• Ensure ownership, timelines and dependencies
understood
• Marketing – ensure alignment of marketing effort (SEO,
email, etc) to maximise impact of each country rollout
