Dolly Dimple's relies on an online shop with Dynamics NAV integration and lean e-commerce processes
Overview
To compete in a tough market, Dolly Dimple’s wanted to broaden its sales reach through a webbased e-commerce portal. Dolly Dimple’s has a call center in Oslo with approximately 60 employees. The goal was to decrease the number of staff in the call center by automating the order and payment process through the web portal.
In addition to the expected functionality, the e-commerce solution had to be integrated into Dolly Dimple’s ERP system (Microsoft Dynamics NAV [Navision]) to handle the availability of ingredients at each location. For example, if a restaurant location is out of onions, a customer ordering a pizza with onions from that location should get a message during the order process informing her that onions are not available.
Dolly Dimple’s also had the goal of enhancing the user experience and service level by giving the customer full control over the order and payment process. A web-based portal would increase availability and visualize the entire process for the customer, from pizza creation to the payment process.
The solution in detail
To address the goals and challenges of Dolly Dimple’s, Ibexa-Partner Nexus Consulting AS created a web portal at http://dolly.no. The solution is based on the Ibexa platform and uses the B2B-Connector integration layer for Microsoft Navision built by silver.solutions GmbH.
The platform is a customised solution that combines Ibexa's powerful content management system and framework with an e-commerce solution.
The B2B-Connector is a flexible integration layer for integrating IT systems through web services, for example, to integrate the Ibexa platform with SAP, Microsoft Navision and Microsoft Dynamics AX.
The solution is built on free and Open Source software, using open formats to store and exchange information. With Open Source there is no vendor lock-in, and the ability for anyone to access the source code produces a higher quality solution.
To streamline the order process for Dolly Dimple’s, orders are registered on the website and sent to the ERP system. This reduces the need for manual processing as well as the time spent on processing orders.
The result
By three months after implementation, Dolly Dimple’s had moved 36% of the orders from the call center to the web. Revenue has increased dramatically this year, and the web-based order portal is a major reason for this, according to Rolf Bowitz, Project Manager at Dolly Dimple’s.
The web-based order portal saves money for Dolly Dimple’s, as orders are registered by the customer
and sent directly to the ERP system. This reduces staff requirements at the call center and reduces
training requirements both at the call center and in restaurants.
The portal has also resulted in increased customer satisfaction, as customers have full control and
visual information regarding what goes into an order and how much an order costs. The integration with Microsoft Navision gives Dolly Dimple’s full access to real-time information regarding:
• Inventory in all restaurants
• Sold-out ingredients
• The customer bonus system
• Exceeded delivery targets
• Changes to delivery times by customer
The information is available in real-time.
Web presence is a high priority for Dolly Dimple’s. With the success of the first stage of the project, Dolly Dimple’s has already initiated the second stage of the project with Nexus Consulting AS, which will include features that no other pizza vendor has online.
