Challenge: How to Develop an Omnichannel with a Mobile POS System to Streamline Operations?
Eigerindo is a retail company in Indonesia renowned for the EIGER Adventure, which specializes in outdoor fashion and gears brands as well as oversees several well-known brands, including Exsport, Bodypack, and Outlive. Previously, Eiger collaborated with Suitmedia on a project to develop an omnichannel system named CARE. After developing the omnichannel, Eiger continued the collaboration with Suitmedia to enhance omnichannel functionalities within the Eiger Adventure Club (EAC) program, leading to increased usage in transaction processes. In this project, Eiger wanted to develop the POS mobile, aiming to streamline operations and enhance customer experience across Eiger's diverse offerings.
The development was required since the system owned by Eiger is still limited and inflexible, causing difficulties in customizing the system based on business needs. Without significant changes, Eiger would undergo continuous inefficiencies that affected customer experience in many ways, including delays in service delivery, errors in order processing, and a lack of customization in interactions. For instance, Eiger's offline stores might continue to experience long queues during peak times, leading to customer dissatisfaction and potential loss of sales unless an improved POS mobile system was implemented. Additionally, inefficiencies in handling transactions could slow down the checkout process.
The initial objective of this project includes building an omnichannel that is capable of integrating all transactions, both online via e-commerce platforms and offline through Eiger's physical outlets. As the partnership extended, there was a slight adjustment of the goal, focusing on developing a mobile POS system that allows customers to complete transactions without having to queue at the cashier's desk. This enhancement aimed to create a seamless and efficient shopping experience, reducing wait times and increasing customer satisfaction. By implementing this solution, Eiger intended to reinforce its commitment to customer service excellence, ensuring that transactions are quick, easy, and enjoyable for all patrons.
Solution:
a. Creating a Fully Customized Omnichannel Ecosystem to Enhance Customer Experience
Our strategy focused on developing a completely tailored omnichannel ecosystem to support all store transactions. Additionally, we proposed a creative solution to enhance the current omnichannel system with additional features tailored for employees, communities, and brand ambassadors.
As mentioned above, Suitmedia created a fully customized omnichannel ecosystem called CARE, and it consisted of four systems: POS (Point of Sales), WMS (Warehouse Management System), OMS (Order Management System), and Loyalty System. We initiated this project by developing POS cashier systems and their databases, starting from designing the software used by cashiers and creating databases to store all transactions.
Moreover, we developed WMS systems in the form of web-based and mobile apps and enhanced OMS and loyalty systems. As technology evolved and users needed more advanced platforms, we enhanced the omnichannel experience by augmenting the Eiger Adventure Club (EAC) website with features tailored for employees, communities, and brand ambassadors.
This project had a unique aspect, as seen from advanced functionalities of the CARE system which could be properly connected to the WMS, OMS and Loyalty systems, driving to quick transaction activities. Besides, the integration of the Endless Aisle feature into all Eiger stores distinguished Eiger from other outdoor adventure retailers by providing customers a seamless purchasing experience across both online and offline channels.
b. Developing Mobile POS to Transform Business Operations
To address Eiger's problem of long queues and enhance the shopping experience, Suitmedia developed a mobile Android system that allows cashiers to access POS features via mobile devices. This approach streamlined the offline shopping transaction process, making it more efficient and reducing wait times for customers. By shifting the POS system to a mobile platform, Suitmedia aimed to provide a flexible and user-friendly solution that meets the needs of both customers and store staff.
The project implementation involved replicating the existing features of the POS desktop system onto mobile devices, ensuring that all necessary functionalities are easily accessible for customer transactions. The development process optimized the system for mobile use, and integrated it with the existing CARE omnichannel components. The use of modern Android development tools and technologies ensured that the mobile POS system is robust, reliable, and capable of handling high transaction volumes.
The unique characteristic of this project was its focus on enhancing customer satisfaction by enabling transactions without the need for queuing. The mobile POS system allowed cashiers to process sales transactions on the go, eliminating the need for desktop systems and stationary checkout counters. This flexibility not only improved the customer experience by reducing wait times but also empowered store staff to provide more personalized and efficient service.
Result:
a. A Customized Omnichannel that Successfully Supports Rapid Transactions
The results of this project showed that the CARE system successfully fulfilled transaction activities in stores. Besides, the Eiger Adventure Club (EAC) resonated well with the community, yielding significant outcomes stemming from the beneficial features arising from the collaboration between Eiger and Suitmedia
Our collaboration with Eiger led to a significant improvement in digital engagement, with a 175.5% increase in website traffic and more than 75K users visiting Eiger’s website. Additionally, conversion results have increased significantly, with more than 1,000 logged-in users and 47,000+ signed-up users. Meanwhile, the enhancements have resulted in increased usage of transaction processing, showing positive feedback and significant outcomes of beneficial features from Eiger’s website.
The positive feedback was garnered not only from customers but also from Eiger's team, highlighting the successful collaboration of the project. “This system is helpful and hopefully can increase sales since customers have enjoyable and pleasant shopping experiences,” said the representative of Eiger.
b. An Impactful Mobile POS System that Increase Efficiency
An Impactful Mobile POS System that Increase Efficiency When we created the omnichannel for Eiger, each existing system's functionality improved. The CARE system efficiently handles store transactions and connects with WMS, OMS, and Loyalty systems. The OMS supports transactions from various marketplaces, integrates with delivery services, and tracks shipments, while the Loyalty System accommodates diverse promos and loyalty schemes.
This resulted in a 175.5% increase in traffic, with over 75K users visiting Eiger's website. The Eiger Adventure Club saw 1,227 logged-in users, 47,940 signed-up users, and 2,749 reactivated accounts, driven by digital promotions.
Suitmedia also developed and implemented a mobile POS system across many stores, streamlining transactions and reducing wait times, particularly on crowded weekends. This significantly enhanced the shopping experience and operational efficiency, marking a milestone in improving customer satisfaction. Eiger expressed high satisfaction with the mobile POS system, which has attracted more sales and strengthened the brand's reputation for excellent service.
