Case study: Sainsbury's Contact Lenses

SAINSBURY'S E-COMMERCE SHOP

Launch E-Commerce site: www.sainsburyscontactlenses.co.uk

Client

J Sainsbury plc is a leading UK food retailer with interests in financial services. It consists of Sainsbury's Supermarkets, Sainsbury's Local, Bells Stores, Jacksons Stores and JB Beaumont, Sainsbury's Online and Sainsbury's Bank. It employs over 148,000 people.

Objective

To support this retail giant in their move into the highly competitive sector of selling contact lenses online, Sainsbury's required a usability-focused E-Commerce site to be designed inline with their brand values and strict guidelines and in accordance with medical legislation regulating distance selling of prescription based products.

The site also required a range of bespoke technology via the Ominor E-Commerce Framework for customer services including the review and verification of prescription information, dynamically re-calculated baskets based on the number of valid months remaining on a prescription, a customer relationship management database and mail order engine.

Crucially the E-Commerce site also required tight integration with SAP for order fulfillment, up to date order status information for customers and an overall stock picture.

Solution

Following a range of business process analysis sessions with the client, their integration partners and their contact centre provider Indigo Lighthouse, Ominor produced a detailed iteration project plan for the E-Commerce site build.

Using an Agile delivery methodology a working solution was released early in the project and this complex solution was then evolved over 10 weekly iterations with changes from all partners introduced and implemented enhancing the overall business benefit and the usability of the solution for end customers and administrative users alike.

Seamless systems integration with both SAP and an online payment service provider Secure Trading further strengthened the proposition along with a detailed search engine optimisation campaign which has yielded excellent results for highly competitive key terms.

Systems integration

Search Engine Optimisation

All Ominor E-Commerce projects include a comprehensive customised Search Engine Optimisation strategy. Below are some example results:

Search engine	Keyterm	Rank	Link
	Contact Lenses	Page 1	View results
	Contact Lenses	Page 1	View results
	Daily Contact Lenses	Page 1	View results