Client background

• Client: Leading denim and lifestyle brand
• Industry: Retail
• Areas of operations: Close to 15,000 employees with retail operations in more than 110 countries
• Who are their customers: Global customers
• Total annual revenue: USD 6 billion

Challenges

The client’s website content publishing for their brands and ecommerce pages were being handled by individual business teams leading to duplication of roles and lack of consistency in the look. The client was looking for an efficient, streamlined publishing solution. Every geography had its own pricing, product range and language. Being an iconic lifestyle brand, maintaining brand sanctity and consistency of look across sites was also critical.

Solution

Wipro centralized the website content publishing process for 13 countries across the Americas and Europe. A hybrid team comprising onsite and offshore resources manages the content templatization, front end development and creation of web pages with UI functionality for 13 countries and 11 languages. Process design ensures quick rollout of brand content and campaign lifecycle management. Error free pricing and promotion content management is ensured through stringent access, approvals and QA norms on critical occasions like Black Friday.

Technology

Migrated from HTML, CSS and JavaScript separate for desktop and mobile with multiple codes for every country and language to responsive site using Vue JS and Bootstrap responsive website design tool, Jira for work flow management across all country SPOCs, and Hybris CMS for online web operations.

Business Impact

Our process design enables us to seamlessly manage over 100 JIRA tickets per month covering simple and complex page creation. The time taken to create a home page has reduced from 16 hours to 2 hours, and translation rendering reduced from 14 hours to 6 hours, thus accruing tactical gains. Multiple functional interventions have helped reduce page loading time by 70% leading to vastly improved customer experience.