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Ricoh Imaging Europe S.A.S.
Development of a B2C online store solution
Overview
The customer
When you hear the name Pentax, you immediately think of cameras. Pentax has played an indispensable role in photography since the first cameras (SLR cameras) were marketed under this name in 1957. More than 15 years ago, Pentax invented the zoom compact camera and has been the market leader in this segment ever since.
Since 2011, Pentax has been part of Ricoh Company Ltd, a leading solution provider for modern office communication and company-wide print and document management. The newly established company, Pentax Ricoh Imaging Company, Ltd, was renamed Ricoh Imaging Company, Ltd on August 1, 2013.
The Pentax brand name will continue to be used for SLR cameras, other system cameras with interchangeable lenses and binoculars, while compact cameras, among others, will be marketed under the RICOH label.
Ricoh Imaging Europe S.A.S. is a wholly owned subsidiary of Ricoh Imaging Company, Ltd.
The project
Pentax products could previously only be purchased in retail stores, which is why Ricoh pursued two goals with the new online store. Firstly, the aim was to appeal to buyer groups other than the typical retail customers. Secondly, an online store offers interested parties and customers the opportunity to obtain comprehensive information about all products available on the market quickly and easily. Ricoh was also looking for a way to bring the special quality of the Pentax camera to life for customers.
The online store solution had to be developed as a project across six European countries and in five languages.
Realization
atlantis dx designed an overall solution based on the Magento online store system. Magento, an open source software solution, offers extensive functions, maximum flexibility and many individual expansion options.
Important functions for Ricoh:
- Interface to ERP system (Microsoft Dynamics NAV - Navision). Automatic transfer of orders, returns and credit notes twice a day.
- SOAP interface between Ricoh's CMS and the product database with regular nightly updates.
- Tracking of all product detail pages accessed by logged-in users for personalized newsletter dispatch.
- Registration of all customer purchases (products) in the community account.
Important functions for the customer:
- Two different registration methods for new customers of the online store. Registration takes place either via a normal registration form or, for community members, via the myPentax account. Here, a web service accesses the data directly from the Ricoh database. The information stored there is transferred to Magento, the member receives a store account and is automatically logged in.
- Social media function with "Like" buttons.
- Clear presentation of products with detailed product information and prices.
- Visual guide through product groups of interest to the customer.
- Storage of sample photos of the respective cameras on the product detail pages. The most important data of the image file is read out and displayed. A link to the image in its original format is also provided. The customer gets an impression of the reproduction quality of the individual cameras.
Conclusion
The Pentax Ricoh online store has been developed in the following countries and languages:
- France (French)
- Germany (German)
- England (English, in pounds)
- Ireland (English)
- Belgium (French, Dutch)
- Netherlands (Dutch)
The online store has been in use for French customers since October 2013. In December 2013, it was also launched in the other European countries. Since then, the store has impressed customers with its user-friendliness and performance. Positive feedback from customers has confirmed its good acceptance. Further developments are in preparation.
