Bruna.nl

Client situation

Bruna is the leading Dutch retailer for books, magazines and stationary with more than 375 stores. Bruna is owned by 2 large companies, ING Group (Finance & Insurance) and TNT Post (Logistics and warehousing).

Challenge

As Bruna was looking for a second generation webshop platform in 2001, they turned to Softlution. After an evaluation, the advanced new platform of Intershop in version 1.0 was chosen. In 2009, Bruna.nl is still based on the Intershop Enfinity platform Consumer Channel, now in version 6.2.

Part of the strategy was to implement a longtail strategy and to extend the online catalogue from 15.000 products to 150.000 nowadays. Also,with more than 375 stores, integration of the online- and offline world was a real challenge.

Solution

Highlights of the solution implemented by Softlution are: 

• Conceptual design of an e-commerce solution based on the Intershop Enfinity Suite 6 B2C Channel
• Implementation of the Intershop e-commerce Suite
• More than 150.000 products, extending the catalog continuously (‘longtail’)
• Fredhopper Search & Navigation integration
• Multi-channel integration (online and InfoPoints in Bruna stores)
• Tight supplier integrations through A2A
• On-line integration with fulfillment partner
• Credit card and iDeal payments via Bibit
• Analytical reporting using Google Analytics
• Integration with eVillage marketing solution
• Credit check via Experian

Results

By integrating the online shop and the stores, people can now easily order from a kiosk (called InfoPoints) in the store at the online shop for products that are not available in the store. At the same time, online buyers can choose whether to have the products sent directly to their address or to pick it up in the store nearest to them. In this case the buyer does not have to pay shipping costs and extra traffic is generated in the stores.The online catalogue has grown by a factor 10 over the years, resulting in a much higher online revenue without extra costs for maintaining the online catalogue as the content suppliers and order / fulfilment process are fully automated.

To increase the traffic and conversion rate continiously, Bruna uses extensive online marketing functionality and Google Analytics for optimizing the webshop.