Solution: B2C E‑Commerce
Industry: Retail

Multistore in the Outdoor Industry With a Cross-Border Sales Model

E-Commerce Platform With a Multistore Module
<brands.enabled>
Sales Development in the Omnichannel Model
<customers.supported>
Cross-Border Sales Expansion
<business.expanded>

The Challenge

Militaria.pl is Europe's largest military/outdoor store and, together with Military.pl and Military.eu, belongs to one group. Their offer includes outdoor, tactical and military clothing and accessories. The Militaria.pl brand also operates stationary sales in 12 stores. In total, the assortment includes more than 85,000 products from 1,000 brands, and sales are conducted throughout the European Union, as well as the United Kingdom and Ukraine.

Militaria.pl and Military.pl stores differ in assortment, but also have many elements in common, such as a loyalty program, pricing policy and logistics. Therefore, it was necessary to implement a platform that would enable the company to develop multistore, the ability to manage multiple online stores from a single platform. Due to the company's further development plans, it was also important to acquire a partner with experience in complex implementations of e-commerce and PIM systems.

  • The client's goal was to implement a platform that enables the development of several stores for different target markets, as well as to unify the technological stores military.pl and militaria.pl.
  • One of the tasks in the project was also to create a single and consistent loyalty program in both stores to support the implementation of the omnichannel strategy of the entire group.
  • From the customer's perspective, it was very important to ensure a consistent consumer experience and synergy between online and offline channels. Enhancing the shopping experience and improving the customer experience was also a priority.
  • Another important issue was the need to manage a large, and growing, number of products and process product data - it was necessary to implement a PIM system and integrate it with the new e-commerce system.
  • It was also a challenge to choose the right cloud environment on which we could run the project, so that we could provide infrastructure and other non-functional aspects, while guaranteeing the right quality of service and the ability to achieve reliable integration with the existing ERP system.
Marek Prudel
E-Commerce Director
Militaria.pl

"That implementation was crucial for us, as it opened the door to further dynamic growth. The solutions developed together allowed us to achieve many business goals – from product sets, which significantly improved the average order value, to the ability to quickly launch language versions of the online store along with shipping forms (the implementation allowed us to quickly launch order fulfillment to a new market – Ukraine)."

The Solution

  • The first step in the project was to analyze the needs of the Militaria.pl group. Based on this, we implemented e-commerce using Adobe Commerce and Pimcore's PIM system. This allowed us to develop a multistore - two stores on different domains, but on the same server, within one platform. As part of the multistore, we first implemented e-commerce for the Military.pl brand, followed by a second online store - Militaria.pl.
  • The architecture of the multistore solution makes it possible to manage several online stores using a single panel. Customers and their orders are automatically assigned to a specific store, but go to a common database. Integration with the ERP system allows consistency in the area of orders and invoices, prices - including discounts and promotions, as well as stock levels or product marketing labels, etc.
  • The system provides the ability to manage permissions in individual stores - the administrator can give employees access to selected sections, settings, or configurations (e.g. separately for marketing, separately for SEO, separately for BOK, separately for products).
  • The application allows you to manage different store functionalities and enable them according to the needs of the store or a given language version. An example is the “Tips” section. It is also possible to add different language versions of the store with a dedicated offer, currency and delivery policy adapted to local legal requirements. Currently there are English and Ukrainian language versions, in addition to Polish, and the following currencies are supported: PLN, EUR, UAH and GBP.
  • Combining the customer base of customers using the loyalty program in Military.pl and Militaria.pl online and stationary stores facilitates consistent marketing activities.
  • The introduction of new functionalities (e.g. one-step checkout, special categories, improved filter navigation and standards-compliant views to improve UI/UX) has improved the customer experience.
  • Product views along with the option to customize the product itself, by being able to add dedicated engraving or online personalization, which is done on a product somewhere in Militaria's warehouses, and such dedicated product goes to the customer.
  • The PIM system allows efficient management of multiple product data in a single repository and its export to several stores. This ensures that up-to-date, relevant data is always available in each sales channel.
  • E-commerce is equipped with a number of sales support tools, such as offer personalization using AI and marketing automation system, marketing schedules, a thematic blog, an advanced communication mechanism for the purchasing process, a module that generates feeds to external systems.
  • Customers can use a precise product search engine, a map aggregating nearly 55,000 pick-up points, and check online the availability of products in stationary stores. The system supports the process of fast shopping-orders placed by 11:59 pm, are delivered the next day, also with support for weekend orders (orders on Sundays with delivery on Monday).
  • Thanks to the store's various functionalities, it is possible to precisely manage the offer, including, for example, the exclusion of the possibility of adding certain types of products to the shopping cart after selecting the country of delivery, depending on the requirements of the local market. Convenience of shopping for customers is also enhanced by customization of payment systems according to assortment and country of destination delivery. Convenience of shopping for customers is also enh
  • Deployment in the Amazon Web Services cloud allowed for stability, flexible scaling of resources to growing traffic, ensuring the desired level of service availability, high repeatability and solution capabilities. The use of IaC solutions allowed convenient development and management of cloud components.

The Result

E-Commerce Platform With a Multistore Module
The multistore application architecture ensures convenient, comprehensive sales management across all stores from a single panel.
<brands.enabled>
Sales Development in the Omnichannel Model
The synergy of online and offline channels makes delivering a consistent customer experience easier.
<customers.supported>
Improved Shopping Path
Adding new functionalities and adapting existing ones to current standards.
<process.optimized>
Joint Loyalty Program
A Loyalty Club shared by both brands supports consistent marketing activities and promotional campaign planning.
<users.rewarded>
Cross-Border Selling
Easy addition of different language versions of the store, adapted to the requirements of a given country.
<business.expanded>
Convenient and Intuitive Administration Panel
The administration panel, although equipped with many modules and advanced options, is ergonomic and clear for every back-end user.
<business.customized>
Efficient Product Data Management
Efficient management of all product data of the entire Militaria.pl group is not a problem thanks to the integration with PIM.
<products.managed>
Consistent Product Information Across Channels
Customer experience is improved thanks to consistent product information derived from the PIM database.
<errors.eliminated>
A Flexible, Growth-Ready Platform
The e-commerce platform flexibility that follows the needs and growth of your business. Ability to expand and add new language versions, without having to build
<future.enabled>
Highly Available and Auto-Scalable AWS Architecture
The use of the AWS public cloud allows the infrastructure and costs to be scaled to the current traffic and business plans.
<scaling.secured>
Infrastructure as Code
Easy management and expansion are facilitated by defining the whole infrastructure with IaC.
<system.adapted>
Nr 1
Opineo.pl ranking leaders
Both stores are highly rated by their customers, which resulted in high scores and podium for Militaria.pl and Military.pl in the Opineo 2023 ranking.
<effort.recognized>
Marek Prudel
E-Commerce Director
Militaria.pl

"Developers’ very high competence, combined with commitment, determined the success of the project. Competence and commitment were a very high added value during the entire project, which culminated in the preparation of the launch process. The launch procedure was prepared to the smallest detail, thanks to which (despite the size of the implementation) we were able to smoothly switch to the new version of the store. "

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