Renault/Nissan Group
The Renault-Nissan-Mitsubishi Alliance is a Franco-Japanese strategic partnership between automobile manufacturers Renault, Nissan, and Mitsubishi Motors. It is one of the world's largest automotive groups.
Needs
The Renault/Nissan Global Alliance required a massive digital transformation to unify its online presence across approximately 270 websites. This involved creating a multi-cultural, multi-device responsive Digital eCommerce platform, managing global content effectively, integrating car parts sales (Magento), and broader e-commerce capabilities (Hybris), while ensuring seamless integration with backend SAP systems (CRM, FI/CO, MM) and Salesforce Marketing.
Solution
A global digital platform was architected and managed:
Data Solution: Adobe WCMS (CQ5.6/AEM) was used for Product Content Management (PCM) and Master Data for website content across 45 instances. Magento Enterprise Edition 1 managed car parts data and e-commerce. SAP Hybris (Product Cockpit, WCMS, OMS, WMS components) managed broader product catalogs and e-commerce data. Customer data was managed in SAP CRM and Salesforce Marketing. Financial and materials data resided in SAP FI, CO, and MM.
Integration Solution: Adobe AEM/CQ5.6 served as the global Content Management System. Magento was integrated for car parts e-commerce. SAP Hybris Commerce Suite provided wider e-commerce functionalities including Order Management (OMS). An ESB/ETL approach was used for integration between AEM, Magento, Hybris, and backend SAP systems (SAP CRM, FI, CO, MM) and Salesforce Marketing. The platform was hosted on Amazon S3 (and associated AWS services).
Data Science Solution (Analytics & Personalization): Salesforce Marketing Cloud and SAP CRM integration provided customer segmentation and personalized campaign capabilities. Analytics on sales data from Hybris/Magento and customer interaction data from AEM/CRM/Salesforce Marketing were used to optimize marketing campaigns, product offerings, and user experience globally.
Achievements
Global Digital Architecture: Defined and managed the global technical architecture strategy for Adobe CQ5.6 (45x instances for content management) and Magento for Car Parts e-commerce worldwide.
Multi-Platform Integration: Successfully integrated Magento Enterprise Edition 1 for car parts sales with the broader digital ecosystem. Managed RFQ for global hosting of CQ5 and Hybris eCommerce deployment on AWS.
SAP Hybris & Backend Integration: Managed Hybris training and master classes for Hybris Product Cockpit, OMS, WCMS, and WMS. Ensured integration with backend SAP systems (SAP CRM, FI, CO, MM from page 1 achievements) and Salesforce Marketing.
Agile Program Delivery: Applied Agile methodologies to deliver a seamless approach for the Global Alliance's massive (270x websites) multi-cultural, multi-device, and multi-country Digital eCommerce platform.
Benefits
Unified Global Digital Presence: Established a standardized and scalable digital e-commerce platform across approximately 270 websites for the Renault/Nissan Alliance.
Consistent Brand Experience: Ensured a consistent user experience across diverse cultures, devices, and countries.
Streamlined Car Parts & E-commerce Sales: Efficiently managed car parts sales via Magento and broader e-commerce via SAP Hybris.
Effective Global Content Management: Centralized content management and delivery through Adobe AEM/CQ5.
Data-Driven Marketing: Enabled personalized marketing and customer engagement through integration with Salesforce Marketing and SAP CRM, leveraging customer analytics.
Operational Efficiency: Improved operational workflows through robust integration with backend SAP financial and logistics systems