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HSE24 is one of the top addresses for modern and multi-medial home shopping. With its channel brands HSE24, HSE24 Extra, HSE24 Trend, this innovative mail-order company provides women over 40 with information on the latest trends via its online shop. In doing so, it links its interactive platforms TV, Online and Mobile in a consistent manner and offers lots of applications for smartphones, SmartTV and tablets. Xpress Reply has been supporting its longstanding customer HSE24 for nearly ten years now with the provision and further development of its IT systems.
HSE24 is an international, multi-medial home shopping company. Thanks to its exclusive and varied range of products, the multi-channel mail-order company offers its customers an emotional shopping experience 24 hours a day. The inspirational lifestyle offer includes Fashion, Jewellery, Beauty, Home & Living and much more.
During the first project phase, Xpress Reply replaced the old heterogeneous system at HSE24. The company chose SAP CRM as the platform. As the implementation partner, Xpress Reply extended the standard functions of SAP, and this software refinement resulted in an individual solution tailored to the precise needs of HSE24. This customised solution links the HSE24 customer services with the TV programme and integrates all relevant internal and external functions – including logistics, accounting and suppliers – on the same platform. The web shop and various internal and external call centres are also connected. This means the home shopping specialist has established an intra-company hub for fast moving commercial business, which is also capable of being expanded. “With the introduction of SAP® CRM we have secured our future and increased our flexibility from a technological perspective, which means we will be able to meet customer requirements in future. That is why we chose SAP”, explained Norbert Paulus, Division Manager IT/IS & Broadcasting Infrastructure at HSE24 and Member of the Executive Board.
During the second project phase, Xpress Reply integrated all sales processes of the multi-channel mail order company as well as service processes on the same technical platform. HSE24 thus benefits from a highly efficient and integrated order entry solution. The interlinking of the sales channels has brought HSE24 one step closer to its primary goal: the ability to offer customers standard processes and the same high level of information across all sales channels.
One-to-one marketing with millions of end-customers is a significant challenge. The extremely volatile business of HSE24 demands high-performance, flexible marketing. The data selections, which take place overnight for other retailers, are too slow for HSE24. The key demands placed on IT are thus: performance, stability and scalability. HSE24 thus relies on Customer Engagement Intelligence powered by Hana, in order to be able to address its customers in a more targeted manner. Xpress Reply supported HSE24 with the implementation of the new SAP Audience Discovery & Targeting tool from the SAP Customer Engagement & Commerce product portfolio.
Xpress Reply will continue to ensure that the existing productive system is always up-to-date in future. Susanne Zander, partner at Xpress Reply, is happy about this successful partnership: “We have implemented an architecture at HSE24 that supports multiple channels and which can react flexibly to changes in the future. By refining SAP CRM with Customer Engagement Intelligence powered by SAP HANA components from the new SAP Customer Engagement and Commerce product portfolio, the standard software can meet the high requirements of a multi-channel mail order company.”
“We need to re-convince our customers about our range of offers and services each and every day, and we do this by providing them with a rounded shopping experience. We have been able to perfect this process thanks to the customised SAP CRM solution and our implementation partner Xpress Reply”, said Norbert Paulus, Division Manager IT/IS & Broadcasting Infrastructure and Member of the Executive Board of HSE24.