To support plans to expand its e-commerce presence in international markets, beauty products manufacturer Tria Beauty replaced its home-grown retail site last week with an e-commerce platform from Hybris, which has upgraded its technology with more sophisticated ways to manage content across multiple channels.
Sridhar Nallani, vice president of I.T. for Tria Beauty, says his company checked out several major e-commerce platform providers before choosing Munich, Germany-based Hybris. With plans to also upgrade its sister retail site in Japan and launch an e-commerce presence in the Asia-Pacific region, Dublin, CA-based Tria Beauty needed a platform with the flexibility to create web content that can be quickly and easily modified for multiple markets, each with their own currencies, languages and consumer interests, Nallani says.
“We need the ability to scale, to get into more countries quickly,” he says. “With Hybris, we can replicate our U.S. site with localized content for other countries within two or three months.” In a more conventional platform, building a site for a new foreign market could take nine months to a year, he adds.
Beth Gumm, a former marketing executive at multichannel retailer Williams-Sonoma Inc. who is now senior vice president of marketing at Tria Beauty, says the Hybris platform will support her company’s desire to maintain a constant global branded image while also tailoring web site content for each foreign market served by one of its retail sites. “Our goal is to grow quickly but keep the integrity of the brand,” she says.
Carsten Thoma, chief operating officer of Hybris, says one of the core improvements in the Hybris 4.1 multichannel suite platform is its product content management technology, which can manage within the same system interface both structured content, such as product descriptions and identifiers, and unstructured content, such as images and user-generated content like customer reviews. After working with such content to build merchandising displays or marketing campaigns, users can then distribute it from the Hybris platform to multiple web sites and channels, including online ad networks or desktop publishing systems that can forward ad content to print magazines.
The Hybris 4.1 platform also supports the development of content for mobile commerce sites, Thoma says.