Amoena Ecommerce Case Study - Red Technology UK

Global B2B & DTC Ecommerce integrated with MS Dynamics NAV for the world's leading post-mastectomy brand.

The world's leading post-mastectomy brand deliver their global expansion with the tradeit ecommerce platform. Established in 1975, Amoena is the originator of the silicone breast form. Its mission is to improve women's quality of life after breast surgery, and to be a companion throughout their life's journey. Not just through innovative products and fashion, but through support, advice and the transfer of knowledge. Their new global ecommerce sites are a key tool on this mission.

"Red have great knowledge & experience of implementing global ecommerce projects and tradeit as a platform is not rigid and can adapt to the majority of situations. We love working with an experienced partner that wants to help grow our business."

Global Ecommerce Manager, Amoena

Project Highlights

Integrations
Integration with three installations of Microsoft Dynamics NAV ERP system including exports of customer, order (both DTC & B2B), shipping, club users, returns and out of stock information and imports of prices, tax rates, tax exceptions, packing slips, order status, stores, stock levels, dynamic category relationships, companies (B2B), users (B2B), price lists (B2B) and prices (B2B)
Global ecommerce
20 localised international DTC sites for UK, USA, France, Denmark, Norway, Sweden, Germany, Netherlands, Poland, Spain, Belgium, Canada, Italy and Australia including some countries offering different languages on different channels and a global channel for the Rest of the World
Retailer services
Built-in stockist locator featuring both physical and online retailers, with click & reserve for some geographic locations. Addition of white labels sites, branded for some retailers too
Multiple sites
All sites managed from a single instance of tradeit with the capability to edit content locally with the required permissions
Promotions
Advanced promotions and offers capabilities to drive up conversions and average order value
Advanced search
Advanced search configured helping drive speed and accuracy of search results
Ecommerce Accelerator
Sites built using the tradeit ecommerce Accelerator meaning they were quick and easy to deploy
Personalisation
Sophisticated personalisation engine meaning users can be individually targeted with relevant content and offers
Retail & B2B ecommerce
9 global B2B sites running from the same installation of tradeit as their retail sites

Project Integrations

Project Overview

Having undertaken an extensive search of prospective new platform providers, Red Technology and the tradeit ecommerce platform were chosen due to Red's knowledge and experience of implementing global ecommerce projects across both DTC and B2B environments, and tradeit being a platform that was extremely flexible and able to adapt to the majority of situations.

Commerce & Content

The sites combine sophisticated international ecommerce stores - selling breast forms, lingerie, swimwear, clothing and accessories - alongside Amoena Life & Club Amoena, their online community which is full of content aimed at supporting and educating users through their monthly newsletter, blog and online magazine.

Global & Multi-site ecommerce

Due to the international and multi-site capabilities of the platform, Amoena can deliver fully localised content across all of their global sites from a single installation of tradeit. This includes different languages (both across domains and on the same domain), different currencies, different warehouses for fulfilment, different taxation rules (e.g. some users in the UK who have had surgery are entitled to get certain products VAT free), different promotions, different adverts and much more. It also gives them the ability to disable the purchasing capability in one country whilst still offering it across all of the rest. Not only that, tradeit's built-in permissions system enables local administrators to update the content of their channel whilst being prevented from accessing or editing any of the other channels.

There are other features such as the ability to request a catalogue online, book a personal fitting at their showroom, and an international stockist locator to help drive users to one of their retail partners - avoiding some of the pitfalls of channel conflict at the same time.

DTC & B2B ecommerce

The multi-site capabilities of tradeit don't just extend to being able to manage numerous international channels from the same installation, but also provide the ability to manage separate DTC and B2B sites too. This includes providing extended functionality to each (for instance, payment on account for B2B users).

With this in mind Amoena have also launched nine international B2B sites using tradeit, giving them one platform for D2C, B2B and international ecommerce. This will deliver significant cost and time savings by sharing resources between the sites, whilst still providing the flexibility to deliver unique content and functionality to each, if, when and where required. Amoena also manage their US and UK Amazon channels though their integration to tradeit

Microsoft Dynamics Navision integration

The project also includes integration with three installations of Microsoft Dynamics Navision including exports of customers, orders (separate DTC & B2B), shipping, club users, returns and out of stock information and imports of prices, tax rates, tax exceptions, packing slips, order status, stores, stock levels, dynamic category relationships, companies (B2B), users (B2B), price lists (B2B) and prices (B2B).