Resources Case Studies OMSPro helps PUMA Group to deploy OMS solution with Salesforce Commerce Cloud and marketplaces in Korea
Summary
Starting from this March 2021, RCI helps PUMA Korea to implement OMSPro solution integrated with Salesforce Commerce Cloud (SFCC) to replace legacy Magento eCommerce platform which included OMS function. After 5 months of implementation, OMSPro successfully automized the order fulfillment process, the cancellation and return process, and boosted PUMA Korea’s order processing performance.
About PUMA Korea
Under the PUMA brand, its subsidiaries are engaged in the development and sale of a broad range of sports and sports lifestyle products, including footwear, apparel, and accessories. As one of the subsidiaries, Puma Korea Ltd. is held 100% by PUMA Group and follows the global strategy.
As a Multinational Company, PUMA Group will meet various kinds of risks such as managing the global supply chain portfolio and geographically diversified scenarios.
Because of large number of products and the flow of information are supported by local distribution companies, it’s hard to ensure the sufficiency of the internal business process. For this reason, PUMA carried out different targeted optimization projects, including re-platforming E-Commerce business.
PUMA utilizes various distribution channels, such as the traditional wholesale business (B2B) with our retail partners and the PUMA-owned retail and e-commerce business to reduce its dependency on individual distribution channels.
To harmonize global activities in E-Commerce (B2C), further optimize purchase transaction settlement and further improve the shopping experience for local consumers, PUMA carries out permanent monitoring of distribution channels and uses a reporting and controlling system to detect negative trends and take the countermeasures required to manage individual stores. However, integrating this system from global to local, is difficult.
The Challenge
“If you can make it in Korea, you can make it everywhere,” said Baris BÖLÜKBASI, the Retail & E-Commerce Director at PUMA Korea. That is to describe how dynamic and complex the Korean business environment is, especially in the E-Commerce area. As one of the major markets in Asia, Korea is known for its high internet speed and mobile consumption. The history of E-Commerce developed way before the pandemic era.|
Challenges and Problems at a Glance |
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E-Commerce Situation in Korea |
What PUMA Korea Needs |
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To implement an isolated OMS solution to simply integrate the orders from the official site (kr.puma.com) and local online marketplaces (also called shopping mall), with a customizable and transparent process to be integrated into a global system environment (ex. Global ERP, PIM, etc.). |
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Based on the Korean market way of working, to integrate the process into the global system, and make this user-friendly. |
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Add the order cancellation function into the OMS system. |
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“We mainly found all-in-one solutions in Korea without actually finding out how the processes actually work – as if there is a Blackbox in-between”. You know that the customer can receive their order with just one click on the website, but you might not find out how the internal process works. We were looking for a more transparent solution,” said Baris BÖLÜKBASI.
The market is changing. Consumer purchase behavior is also changing, focusing more on e-commerce and a combination of stationary and digital trade. This requires continuous adjustment of the distribution structure. PUMA needs to find a flexible OMS solution that can make real-time reactions to the market.
The market is changing. Consumer purchase behavior is also changing, focusing more on e-commerce and a combination of stationary and digital trade. This requires continuous adjustment of the distribution structure. PUMA needs to find a flexible OMS solution that can make real-time reactions to the market.
The Solution
“It was very natural that we find each other (PUMA and RCI). We need a GLOCAL (Global to Local) OMS solution, and they are willing to take the challenge.” In March 2021, PUMA started to work with OMSPro, an OMS solution fully integrated with Salesforce Commerce Cloud and offering multi-lingual features and customized interface, providing one single point of contact operation and one single source of information, to manage orders from different sales channels (puma.com & marketplaces) at the same time.
Based on PUMA Korea’s needs, we offered the following advanced functions:
- Share one single stock inventory across all sales channels (puma.com & marketplaces) and to optimize the sales of the products.
- Automate Cancel & Return orders process from different sales channels, including full and partial cancellation / return orders.
- Automate refund for cancel and return orders with different local payment services providers (Cybersource, Naverpay, Kakaopay, etc.), including Escrow services for Bank Transfer to reduce manual work.
- Automate the integration with the 3PL provided by CJ Logistics to get real-time update of the order status (picked, packed, shipped, delivered) and quality check for any return orders by the warehouse.
- Provide specific reporting tools to help different team to analyze the data to drive the business on day-to-day.
- A native speaker in the OMSPro team to help to work on the implementation project and to train PUMA Korea’s local team members to be familiar with the new OMS solution and the new workflows and processes.
The Result
“Silence from your team after a new system integration is generally a good thing - which means the system works!” Baris is very happy about the integration result brought by this collaboration. “After we implement OMSPro into our system, the amount of manual work has been reduced significantly. With the automation of order processing, the team has more time to focus on other things.”After 5 months of the integration process, OMSPro starts to help PUMA Korea seamlessly fulfill various online orders, including pick & pack and return and cancelation process in different scenarios. More functions will be added in future system upgrades.
“Given the high complexity we faced the flexibility and resilience of the team throughout the integration process made RCI a very strong partner.”
