Multi-channel success: end-to-end eCommerce services

The Customer

  • real,- is part of the METRO GROUP
  • The hypermarket is known for offering a wide range of brand name products, delivering freshness and a high value for money
  • 320 stores in Germany and 107 more throughout Poland, Romania, Russia, the Ukraine and Turkey
  • Employees: 58,028 (2009), revenues: €11.3 bn (2009).

Background Situation

In line with its multi-channel strategy, real,- wanted to enhance its stationary retail business with an online store. The full-range retailer was looking for a strong partner that could provide the entire spectrum of eCommerce services.


An experienced partner is to lay down the entire technical design for the webshop and be able to implement it as well. The new BPO provider will also be in charge of handling and managing the shop, including all logistical transactions.


The IT systems integrator Arvato Systems designed and coordinated the entire project, bundling the services within Arvato as needed. The service spectrum included: business consulting, webshop development, order management through call center services, logistics, financial services and online marketing services. real,- chose to implement a completely fluid multi-channel concept, which allowed customers to use local retail stores to pick up or return items ordered online. The process is built on Arvato Systems’ newly developed MCR portal. Employees working at the brick-and-mortar stores have access to orderrelevant information, putting them in a position to provide optimal service to the customer. While real,- remained responsible for purchasing, marketing and campaign management for the online channel, Arvato handled the technical realization and web hosting using the Multi-Channel Suite from hybris as well as fulfillment services. The online shop is hosted in Arvato’s own ISO/IEC 27001 certified server center.

By integrating the offline and online worlds, real,- is able to generate significantly higher sales per online customer. The real,- webshop, which offers an extended product range, also makes it possible to reach and secure new target groups. The portal for third-party order suppliers reduces additional warehousing caused by an increased number of products. Arvato also developed a web portal that accesses supplier orders, confirms deliveries and books returns. Like any other stationary outlet, the Internet store is perfectly integrated into real’s ERP system without adding more work in disposition.

The situation with financing is similar. Sales and receipts from the webshop are reported immediately to the retailer’s finance systems. This process enables transparency across both sales channels. Arvato also relieves real,- of some of its business risk. Online orders are verified through »Trust’n Pay«, Arvato’s risk management platform. Should a payment default arise despite positive credit assessment, Arvato refunds the amount in full. Targeted online marketing campaigns increase both revenues and brand recognition.

Customer Benefits

Increase in revenue through new sales channel

Multi-channel customers bring increased revenue and greater profit

real,- profits from stronger customer loyalty

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*) The Arvato Systems Group comprises the following companies: Arvato Systems GmbH, An der Autobahn 20, 33333 Gütersloh, Germany; Arvato Systems Perdata GmbH, Martin-Luther-Ring 7-9, 04109 Leipzig, Germany; Arvato Systems S4M GmbH, Am Coloneum 3, 50829 Cologne, Germany