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Berkeley Shirts

Berkeley Shirts

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Expanded market reach, improved customer loyalty, and simplified cross-channel marketing

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Improved customer engagement, enhanced brand visibility, and optimized operational processes

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Improved data accuracy, real-time reporting, and streamlined inventory management

Berkeley shirts,
An upgrade like few others

Berkeley - Quality shirts with the environment in focus

Berkeley creates and develops high quality shirts for both men and women and sell through both B2C and B2B channels. 

Berkeley wanted to create a website that was powerful enough to manage all of their intricate functionalities but that on the same time could offer a scalable platform that could grow together with them and their future needs. 

Prior to the work, a detailed uses scope was made in order to make sure that every detail would be accounted for. HDL made the design of the new site in close collaboration with Berkeley. The development phase included multiple new features from Berkeleys past site, bringing the e-commerce experience up a few notches. With a strong focus on user friendliness, special B2B features adaptable for their customer groups and super specific data collection points, Berkeley’s new site is a spaceship of functions. 

Our Solutions

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One of the issues we faced was how to incorporate different users on the site. One option would be to build different sites depending on the user, such as one site for B2B and one site for B2C. We did however chose to keep everything incorporated on the same site and instead build different roles depending on user access. This in order to simplify the flow for both customers and admin personell at Berkeley. 

Logged in customer equals B2B customer, the rest equals B2C customers and these different users have different views of the site, whereof prices, if VAT is included or excluded, freight options and also products can be different depending on viewer. We have also created user roles for Berkeley admin and sales personell, where information also differentiates depending on the different roles and permissions. 

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Since Berkeley is a multi-sales channel site with customers all over the world and in multiple currencies, we created a Channel Module. This builds on a Global Store, from where products, inventories, variations, categories etc is managed. From the Global Store one can access other channels / countries such as Sweden, Denmark, Finland – although these are kept under the same roof as the Global Store. In each of the different channels / countries it is possible to alter the functions, products, categories etc shown on the local site. This means that every channel / country can be adapted to their specific markets although it is the Global Store that sets the boundaries for the alterations. 

Berkeley Shirts


With this integration, real-time data synchronisation becomes possible, ensuring accurate stock levels, pricing, and product information across all channels. This means customers always see up-to-date information, leading to increased trust and satisfaction. Except for these standard usage of ERP integration, Berkeleys also needed to be able to control the access of products in different channels/countries and towards different customer groups such as B2B and B2C. Amongst many different logics and ERP call, we also set up a logic for different customer discount groups depending on orders. The extended ERP Integration work have made it possible for Berkeley to follow their flow with real-time data.

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Berkeley needed a module in order to let their sales team be able to work in a customer specific way. Berkeley wanted their sales personell to be able to send order proposal for customer to accept directly in the platform, place order on a specific customer account, view relevant sales statistics, export an earlier order and save a cart. They also wanted the B2B customers to be able to see relevant sales statistic on every customer to them. 

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Challenge faced:

User Integration Complexity


One significant challenge was incorporating different user types (B2B and B2C) on a single website. Deciding whether to create separate sites or implement user roles to differentiate access posed a complex decision. Balancing user-friendliness while accommodating diverse user groups required careful planning.

User-Specific Views and Functionalities


Managing user-specific views, including pricing, VAT options, freight choices, and product availability, presented another challenge. The need to create distinct experiences for B2B and B2C customers added complexity to the website's design and functionality.

Multinational Sales Channels


As Berkeley operates globally with various currencies and markets, handling a multi-sales channel site was challenging. The creation of a Channel Module to manage global and local variations, products, and categories while maintaining consistency across channels was a complex task.

Extended ERP Integration

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Integrating Berkeley's ERP system posed challenges due to the need for real-time data synchronization across all channels. Customized logic for product access control, customer discount groups, and various ERP calls further complicated the integration process.

Customer-Specific Sales Module

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Developing a module to cater to Berkeley's sales team's specific needs required intricate customization. Enabling features like order proposals, customer-specific orders, sales statistics, and cart management presented a unique set of challenges.

Data Accuracy and Real-Time Updates


Ensuring real-time data synchronization for stock levels, pricing, and product information across all channels was crucial but challenging. Maintaining data accuracy and consistency to enhance customer trust and satisfaction was a top priority throughout the development process.

Results: Comprehensive e-commerce platform

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Berkeley’s e-commerce platform is nothing short of comprehensive, offering a wide array of features that cater to a diverse range of needs. What sets it apart is its ability to delve deep into the intricacies of e-commerce while also covering a broad spectrum of functionalities. Here’s a closer look at why Berkeley’s e-commerce system stands out:

1. Integration Prowess: Berkeley’s e-commerce system excels in integrating with third-party developers and services. This means that it seamlessly connects with various external tools and applications, allowing for enhanced functionality and versatility. This integration capability enables Berkeley to stay up-to-date with the latest technologies and trends in the e-commerce landscape.

2. Analytics Expertise: The platform is equipped with robust analytics capabilities. It goes beyond basic metrics and provides in-depth insights into customer behavior, sales trends, and operational performance. This data-driven approach empowers Berkeley to make informed decisions and adapt its strategies for better results.

3. Enhanced User Experience: Berkeley’s e-commerce system is designed with the end-user in mind, whether they are consumers (B2C), businesses (B2B), or internal team members. Specific features are tailored to cater to the unique needs and expectations of these user groups. This ensures that each interaction with the platform is optimized for a superior user experience.

4. Unified Website Experience: Despite offering a multitude of functionalities, Berkeley’s e-commerce platform provides a unified website experience. This means that users encounter a cohesive and consistent interface, regardless of the diverse features available. This consistency contributes to a user-friendly and familiar environment.

5. Personalized Functionality: A standout feature of the platform is its ability to customize the user experience based on individual roles and needs. For instance, during the checkout process, different features may be presented to consumers compared to businesses. Likewise, delivery options and visible products can vary depending on the user’s profile. This high degree of personalization ensures that each user gets exactly what they need from the platform.

In essence, Berkeley’s e-commerce platform is a versatile and adaptable solution that caters to the complex and ever-evolving demands of modern online commerce. It excels in providing tailored experiences for various user groups, seamlessly integrates with external tools, offers deep insights through analytics, and maintains a consistent, user-friendly interface. Berkeley’s commitment to delivering a comprehensive and user-centric e-commerce experience sets it apart in the competitive world of online business.

Results: ERP Integration

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The integration of an ERP (Enterprise Resource Planning) solution into Berkeley’s business strategy was a carefully considered and strategic decision aimed at achieving several crucial objectives. By doing so, Berkeley has positioned itself to reap substantial benefits in terms of operational efficiency, precision, and its competitive edge within the online business landscape. Here’s a closer look at why this integration is so significant for Berkeley:

1. Operational Efficiency: ERP integration has enabled Berkeley to streamline its day-to-day operations. It means that various core business processes, such as managing inventory, processing orders, and handling financial transactions, are now more efficient and less prone to errors. This newfound efficiency translates into saved time and resources, allowing Berkeley to focus on other critical aspects of its business.

2. Real-time Data Synchronization: One of the standout advantages of this integration is the ability to synchronize data in real-time between different systems. This means that Berkeley can maintain up-to-the-minute accuracy in terms of inventory levels, product information, pricing, and the status of customer orders. Customers are no longer left guessing about stock availability, and the risk of overselling is greatly reduced.

3. Efficient Order Management: Thanks to the ERP system, Berkeley can optimize its order processing workflows. This translates into faster order fulfillment and shipping, ultimately improving the overall customer experience. Prompt deliveries enhance customer satisfaction and can even lead to repeat business.

4. Inventory Optimization: Managing inventory effectively is a critical aspect of e-commerce success. With the ERP integration, Berkeley can fine-tune its inventory management. This results in reduced carrying costs, minimized risks of overstocking or understocking, and efficient use of warehouse space.

5. Scalability: As Berkeley’s business grows, so can its ERP system. This scalability is invaluable because it allows the company to adapt to changes in market demand and easily expand its operations. As the business expands, the ERP system scales accordingly, ensuring a seamless growth trajectory.

6. Personalized Customer Experience: An integrated ERP system stores detailed customer information and purchase history. This wealth of data enables Berkeley to provide personalized experiences for its customers. Recommendations based on past purchases and targeted promotions contribute to a more engaging and satisfying customer journey.

In summary, the integration of an ERP solution into Berkeley’s operations is a strategic move that positions the company for growth and success in the highly competitive world of online business. It empowers Berkeley to optimize its internal processes, enhance the customer experience, and achieve operational excellence. Through streamlined operations, real-time data synchronization, efficient order management, inventory optimization, and scalability, Berkeley is better equipped to meet the demands of its customers and stay ahead in the dynamic e-commerce landscape.