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Project | Maplin Electronics

Rewiring the motherboard

Maplin Electronics is a retailer of electronic goods and electrical hobbyist products. Established in 1972 as a three-person mail order business, over the years Maplin grew to become a 2,500-strong multichannel retail chain, with over 200 stores across the UK and Ireland.

In 2012, Maplin embarked on a new digital strategy to align its commerce website and systems to provide an omni-channel experience. It did this by completely overhauling all the existing stores, widening the product range and establishing a clear online message that gave a single view of the brand and experience to the customer.

Objectives & Strategy

  • Double the range of products sold online from 15,000 to 30,000 SKUs (stock keeping unit)
  • Provide flexible omni-channel touch-points including desktop website, mobile website, mobile apps, call centre
  • Deliver a new e-commerce platform enabling stability for future growth in international markets
  • Provide Maplin Electronic’s customers with a flexible set of store fulfilment options when checking out, including Reserve & Collect and Pay & Collect, but also providing same-day delivery slots
  • Integration to over 20 different merchandising and back- office systems to improve sales and site operations respectively
  • Deliver to market within 6 months prior to peak Christmas trading

Unique solution:

We delivered a new solution on the SAP Hybris platform that included all relevant commerce features, channel touch-points and back-end integrations, as well as a brand new front-end design for both desktop and mobile specific channels. The site was launched within 8 months with integration of over 30 systems and 100+ APIs.

Following the launch in November 2013, Maplin saw its strongest growth in seven years, with the new platform driving 20% growth and accounting for 10% of total sales. By 2016, the retailer had started to show signs of struggle, with like-for-like sales dropping 1.1%, however in their annual report they made sure to highlight the strong performance of its online arm, which accounted for 13.2 per cent of sales that year.

In February 2018, Maplin Electronics became one of a number of well-known, UK high-street retailers to collapse due to the perfect storm created by changing customer behaviour, increased business costs and weak pound.

Project Details

eCommerce consultancy
eCommerce platform selection
Creative direction
UX design for desktop and mobile
Technical delivery and system integration
Project delivery and live support
  • Greenlight Digital’s team understood the many different components needed to deliver our vision and their focus on digital growth made them a natural choice for this project.

    Ryan Thomas
    Multi-Channel Director, Liberty
  • The recent trading results show our focus on improving the Maplin product and service proposition through an enhanced web and mobile customer experience is paying off. We now have a core platform upon which we will build our future omni-channel systems to deliver an outstanding customer experience.

    Neil McGowan
    CTO, Maplin
  • Greenlight’s dedicated development team delivered a truly world class online retail platform, including the most technically advanced eCommerce website in our sector.

    Justin Petszaft
    Managing Director, Master of Malt
  • We chose Greenlight Commerce for their understanding of what we were trying to achieve in our market, coupled with their knowledge of what is required to launch a Demandware platform within a tight timeframe and to budget.

    Georgina Stoaling
    Director of Ecommerce, Furniture Village
  • Greenlight Commerce were totally professional and dedicated to our project timescale. I would describe their performance as exceptional.

    Tony Perks
    Group CIO & CTO, The British Home Store
  • We selected Greenlight for their extensive experience in the delivery and technical support of SAP Commerce Cloud projects and their digital marketing capabilities. We were looking for not just a technical partner, but a partner who understands digital customer engagement strategies to help us achieve our long-term growth goals.

    Andrew Kendall

RESULTS

Digital Success

  • 50% increase in conversion
  • 45% increase in traffic
  • 33% increase in revenue

Click and Collect Success

  • £6.5m generated in sales

Company Growth

  • 2014 yielded the best company results in 7 years