Babypark

Architecture Redesign and Custom POS for Omnichannel Retailer

Netherlands

LOCATION

Children's goods

INDUSTRY

Enterprise

COMPANY SIZE

01. CLIENT

ABOUT Babypark

BUSINESS

Babypark is the largest children’s goods retail network in Europe with headquarters in the Netherlands, 11 brick and mortar megastores, and more than 20 years of experience in online sales.

BACKGROUND

Babypark has been working closely with Maven since 2013 when they requested development of a mobile version of their website. That project transformed into a complete website renovation, and Maven has been a Solution Partner since.

02. PROBLEM

INITIAL REQUEST

Initially, the client came with a request to migrate their existing online store to the newer version of their eCommerce Platform. Why? The business couldn’t implement an omnichannel strategy and therefore achieve constant growth. The first kick-off meeting uncovered that the migration would not benefit the business because it only impacts a consequence, not a cause.

THE CHALLENGE

The execution started at the Inception phase, where we explored real causes, defined business needs, and determined how to deliver the most value.

01

Redesign the entire software architecture, which is currently based on a closed-source legacy solution.

02

Implement a selected, prebuilt POS system into their complex business structure.

03

Ensure seamless integration between the online store and the rest of the updated architecture.

03. SOLUTION

THE SOLUTION

THE INCEPTION

The core of Babypark’s software architecture was an outdated, all-in-one software. Such structure were limiting the component-level functionality and restricted scalability. no opportunities to customize, update or add features existed.

As a result, the architecture became a bottleneck, and only a complete redesign would deliver benefits.

Old Software Architecture

New Software Architecture

The new architecture filled the gaps and dramatically changed the working of the infrastructure:

Each system is separated to deliver the most value.
Components custom integrated to each other.
The data flow within the architecture is efficient, secure, and designed to solve specific needs.
The structure is flexible and able to be scaled in any direction.

CUSTOM-MADE POINT OF SALE (POS)

The core part of the new architecture was a POS system. This system was key to the omnichannel approach that Babypark planned to implement.

Initially, we attempted to integrate a pre-packaged, 3rd party solution that Babypark had previously selected.

The attempt to implement the system failed.

WHY?

No fit with real business processes.
No BA performed by POS-provider beforehand.
POS-provider wasn’t an effective communicator.

We rebuilt the architecture, reorganized the workflow, and expanded the team.

Maven built a custom, scalable, customizable, load-resistant, cloud-based POS system that ensures the best fit and value for Babypark.

POS. Order screen

POS. Item selection

POS. Payment option choice

TEAM STRUCTURE

The overall development process was complicated by the structure of the team.

We managed 2 external teams that were addressing different pieces of the new architecture.

Baby
PARK

External

POS

maven

Management

POS

Integrations

Architecture

In-house

ERP

Baby
PARK

SUCCESSFUL DELIVERY

During the development, the additional challenge appeared:

From the beginning, Babypark wanted to use their own internal development process. It had limitations.
This caused an undefined release date and no clear method to determine it.

This caused an undefined release date and no clear method to determine it.

INCEPTION

Finish up the Inception phase:

Form common project vision
Form scope
Define critical tasks

CONSTRUCTION

Finish up the Inception phase:

Take critical task
Gather requirements
Finish it completely
Get the approve from Babypark
Repeat

TRANSITION

Finish up the Inception phase:

Calculate estimate task delivery
Calculate release date

TECHNOLOGY STACK

PHP

NGINX

React

New Relic

Apache

.NET

04. Result

Result

We released the new architecture in March 2021. In only a few days, we converted the entire technical back-end of the business. Immediately, Babypark realized the following major advantages:

1. COST REDUNDANCY

Babypark is fully independent from 3rd parties. No longer need to pay for a license or other extras.

2. NO BARRIER FOR GROWTH

New POS helps to step up Babypark’s omnichannel game. Nothing hinders growth now.

3. SKYROCKET EFFICIENCY

x30

FASTER

Order process. Architecture became stable and load-resistant.

x24

FASTER

Info updates from ERP. Any number of items could be added to a website within seconds.

Arie Timmer

Design & Marketing Director @ Babypark

With Maven we cooperate a few years already. They are fully engaged in the technical support of our online store. And we are completely satisfied with the quality of work, terms, and quality of service. Thanks to a dedicated account manager! We have a feeling that we have our own onboard technical team, not the remote one.

WE BUILD POS SYSTEMS
THAT FIT. UNIQUE
SOLUTION FOR YOUR
UNIQUE BUSINESS

Hire Maven and get superior product development services. We know how to make your business more efficient in time-effective manner.

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