CASE STUDY

CAPE UNION MART

Established in 1933, Cape Union Mart is the preferred outdoor apparel and equipment shop in South Africa. Originally an “Army and Navy Store,” Cape Union Mart became recognised for its “everything from an anchor to a toothpick” product selection, and today, the store provides all the equipment needed to take on any outdoor pursuit, from hiking and camping, to snow sports.

The Challenge

Our long-time client, Cape Union Mart, came to us in 2013 with a mission: to re-platform to Magento, attract more customers, and process and fulfill a greater number of online transactions. Vaimo’s greatest challenges at the time were the numerous complex integrations needed to successfully merge Magento with Cape Union Mart’s 160 retail stores. The fast-paced project saw Vaimo re-categorise and re-attribute a large assortment of SKU’s.

THE ORIGINAL PROJECT

The original project sought to improve efficiency through integrating Magento with Cape Union Mart’s various in-house systems, such as Sage ERP System, merchandising systems, payment gateways, reward programs (eBucks and Discovery Miles), and gift card and returns management. Since the original launch, Vaimo has fully re-designed Cape Union Mart’s web shop several times, ensuring the responsive omnichannel solution is state-of-the-art and user-friendly.

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Increase in Mobile Conversion YoY

%

Increase in Mobile Revenue YoY

%

Decrease in Average Page Load Time

%

Increase in Mobile Transactions YoY

(Oct 26, 2017 – Dec 13, 2017 compared to
Oct 26, 2016 – Dec 13, 2016)

%

Decrease in Average Page Download Time

“With our latest project with Vaimo, we really feel that our commerce solution is on par with other big international players. Our solution has a solid foundation that we can fine-tune to meet our needs, and those of our customers. On the whole, the latest project with Vaimo has been an extremely positive experience.”

Georgia Barry, Ecommerce Manager at Cape Union Mart

FEATURES IMPLEMENTED

• Multiple Payment Options

• Solr Search

• Returns Management Authorisation Solution, Fully Integrated to ERP System

• Wish-List Interface to Social Platforms

• Cross-Channel E-gift Card Integration – Bi-Directional Between Online and Offline Stores

• Integration to eBucks and Discovery Miles Reward Programs

• Integrations Between Magento, Dolfin POS Express, and Sage ERP System

LATEST FEATURES

• Out-of-Stock Notification

• In-Store Availability

• Pargo Logistics Solution

• Mobicred Online Payments

• dotmailer

• VISA Checkout

FEATURES IMPLEMENTED

• Multiple Payment Options

• Solr Search

• Returns Management Authorisation Solution, Fully Integrated to ERP System

• Wish-List Interface to Social Platforms

• Cross-Channel E-gift Card Integration – Bi-Directional Between Online and Offline Stores

• Integration to eBucks and Discovery Miles Reward Programs

• Integrations Between Magento, Dolfin POS Express, and Sage ERP System

Latest FEATURES

  • Out-of-Stock Notification
  • In-Store Availability
  • Pargo Logistics Solution
  • Mobicred Online Payments
  • dotmailer
  • VISA Checkout

THE CURRENT SOLUTION

Vaimo has implemented a plethora of new features since Cape Union Mart’s original launch, such as Out-of-Stock Notification and In-Store Availability; customer tools that only a handful of retailers have implemented in South Africa. As a result, customers use these feature often to research products and availability online before heading to the physical Cape Union Mart shops. The omni-channel solution allows customers to acquaint themselves with the brand, the values, and of course, the products, in an easy manner.

Vaimo implemented the Mobicred Online Payments system and VISA Checkout to make the checkout process streamlined. The addition of Pargo logistics solution allows Cape Union Mart to easily ship and allow customer returns through convenient parcel points, while the dotmailer marketing platform provides the outdoors store a simple way to connect with customers.

Vaimo recently finished a complete cosmetic update for Cape Union Mart, with a total re-design of the website. The Vaimo team updated code that was implemented 4 years ago for Cape Union Mart’s sophisticated integrations between Dolfin merchandise management, a retail product management tool, and Sage ERP System. Uniform code across the board makes development faster and allows Cape Union Mart to be more agile with their 6 web stores. One of the main goals of the facelift project was to improve the mobile user experience. Vaimo collaborated with Google’s Mobile Transformation Lead to assess Cape Union Mart’s current state of mobile. Using Google’s 25 Mobile Design Principles for eCommerce and internal expert knowledge of the South African client base, Vaimo achieved a new look that focuses on performance, design and content.

COMING UP IN 2018

Vaimo South Africa recently launched a web shop for Cape Union Mart’s new brand, Keedo. Vaimo also plans to update Cape Union Mart’s other brands in 2018, including poetrystores.co.za, oldkhaki.co.za, and treadandmiller.co.za. Along with an upgrade to Solr Search, Vaimo will move the brand over to Vaimo’s Aja, for seamless installation processes. Aja helps developers locally, drives code into the delivery pipeline, and carries out the final deployment.

As Cape Union Mart is currently in the process of integrating with dotmailer, they will have their first version of customers from POS to dotmailer and vice versa during the first half of 2018.

Finally, in order to achieve omni-channel equilibrium, Cape Union Mart customers will be able to collect online orders in-store, and make online purchases in-store next year.

visit the website

CAPE UNION MART

Delve into the world of Cape Union Mart, the number one outdoor apparel and accessories store in South Africa. Take on the outdoors with full confidence in your gear and equipment, powered by Cape Union Mart.

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a World-leading ecommerce supplier

Vaimo helps clients all over the world achieve eCommerce success. By helping over 400 B2C and B2B online store owners grow their online business without compromise, we have become one of the top Magento solution providers.