O’KEY. Setting up a digital food retailer

Setting up a digital food retailer for O’KEY group of companies

CLIENT

stores in Russia in 2021

140 000

million of net receipts in 2018

The O’KEY group of companies is a Russian retail network specializing in food trade. Its first hypermarket has been opened in St. Petersburg in 2002. As of June 2021, O’KEY Group includes 199 stores in Russia (77 hypermarkets and 122 discounters) with a total selling area of 602,164 sq.m.

OBJECTIVE

To set up and to constantly develop an online sales channel for the “O’KEY” hypermarket chain.

CHALLENGE

To design and to develop an online store on the basis of IBM WebSphere Commerce – the modern e-commerce platform.
To design and to develop omnichannel mobile applications.
To provide flexible pricing and marketing tools for the e-commerce division.
To implement the online store ERP system for order processing, logistics, and document flow on the basis of “1C:Trade Management”.
To automate picking and gathering of orders. For this purpose, to introduce mobile data collection terminals (hereinafter referred to as DCTs) and to develop a mobile application for them.
To integrate the online store with the retailer’s internal systems: ERP (Microsoft Dynamics AX) cash register software (Set Retail), CRM (Manzana), enterprise data warehouse (DWH).
To integrate the online store with the external systems: route planner (Antor), mobile cash registers, online payment provider (Sberbank), mailing services, Yandex and Google geocoding systems, social networks, access control system (Timex) for “O’KEY-Avto”.
To provide support and continuous monitoring of the operations (Zabbix, timerobot, etc).
To enable regular analytics of the system (Yandex. Metrika, App.Metrica, GTM, Elasticsearch + Logstash + Kiban, Fabric) and the elaboration of proposals for further development of the solution.
To apply modern methodologies and technologies of work (CI).

SOLUTION

The e-commerce solution for “O’KEY” is a unique Russian project. It is the first national online store in the food retail industry and the country’s first product realized on

the IBM WebSphere Commerce platform. It ensures a coordinated interaction with buyers across all trade channels as well as via mobile phones, social networks, etc.

2014-2015

The project launch

In parallel with business consulting in the sphere of electronic commerce and logistics, the Front office and the Back office have been implemented and launched. The delivery all over Moscow was up and running in less than 9 months, whereas usually it takes 10 to 12 months to launch solutions on the basis of IBM WebSphere Commerce.

The “O’KEY” online store won in the “Best Industry-Specific Solution – Retail Trade and Distribution” category.

“Reksoft” was awarded for the innovative approach to retail trade automation following the results of the competition organized by Global CIO – the largest community of IT Directors.

2016

The delivery zone of the online store www.okeydostavka.ru has been expanded to cover the whole of Moscow and St. Petersburg.

The mobile applications have been released.

The “Mobile family” concept has been implemented.

It enables all family members to add to the shopping basket any goods they need using all types of devices. The project won the Global CIO competition in the “Best Omnichannel Solution” category for the second time.

2017

“O’KEY-Avto” – an order pickup format which is unique to food retail – has been made available.

Customers can now collect their orders placed online without getting out of the car. The store personnel will pack and bring purchased goods directly into the car.

The mobile applications have covered offline.

The information on discounts and other news have been sent to a customer’s phone in every region where the hypermarkets are present.

2018

The launch of the single account for the “O’KEY” mobile application.

This omnichannel loyalty system has integrated online and offline sales under one user-friendly intuitive interface which also provides some additional services.

For example, a buyer can look through promotional and personalized offers, use the loyalty map, collect stickers and spend bonuses. Besides, a customer can analyse the history of his/her online and offline purchases and see at a glance the amount of money spent and saved.

The best industry-specific solution.

The single account for the mobile application was awarded the first prize as the “Best Industry-Specific Solution” in the “Retail Trade and Distribution” category by Global CIO.

RESULTS

Every year, “O’KEY” grows by 30% in the market of online ordering and delivery of food products. The 2018 results show an increase in the online sales volume of the retailer from RUB 1.3 billion to RUB 1.7 billion. This online store is now in third place behind the “Utkonos” online hypermarket and Ozon.ru.

TECHNOLOGY

IBM WebSphere Commerce – the enterprise-grade e-commerce platform
Java
Websphere Application Server 7
HTTP IBM server
Maven 3
Apache SOLR
IBM DB2
Derby DB

SERVICE

Software development