Body & Fit: Enhancing Ecommerce with Crystalloids and Google Cloud

Body & Fit is a leading sports nutrition, supplement, and dietary product business that has been operating since 1995. The company is a major player in the Netherlands, Belgium, Germany, France, the UK, and more than 25 international markets, offering products from 300 top brands. Almost two million orders a year are placed on the Body & Fit online store, which offers more than 3,000 items. The company also provides advice from in-house nutritional experts on a range of topics. Body & Fit is part of Glanbia, one of the world’s leading nutrition companies, and is implementing a strategy of rapid growth, aiming to double its presence from seven to twelve countries.

Body & Fit, a leading sports nutrition and dietary product business, was facing challenges with its existing ecommerce platform. The company, which processes almost two million orders a year and offers more than 3,000 items, was planning a strategy of rapid growth, aiming to double its presence from seven to twelve countries. However, scalability was a challenge on its existing ecommerce platform, and weak integration between components made it difficult to track customer journeys across touchpoints. The company needed a solution that could deliver excellent customer experience, potential for global expansion, continuous optimization, and personalized content. Furthermore, Body & Fit wanted to create a unified customer journey by combining data from multiple sources, including its ERP, ecommerce solution, event-stream processing, frontend interfaces, online marketing, customer service solution, and analytics.

To address these challenges, Body & Fit collaborated with Crystalloids, a Google Cloud Partner, to build a new architecture on Google Cloud. This new architecture integrated all relevant applications and created a central point of truth for data. Crystalloids implemented its Contact API across Body & Fit's data sources to generate a unique identification for each customer, ensuring real-time integration of all applications. The data was processed using Dataflow and written to a data lake on Cloud Storage, Datastore, and BigQuery. This new data lake not only served as a foundation for automated processes across the platform, but also democratized data analysis. The company used three tools: Tableau for dashboarding, InsightOS for marketing selections, and Looker Studio for monitoring purposes. This allowed for a full, 360-degree view of the customer, combining data from Google Analytics with order data and other information.

• The implementation of the new architecture on Google Cloud has resulted in a number of operational benefits for Body & Fit. The company now enjoys consistency of its data across all of its systems, thanks to reliable integrations and availability on the new Google Cloud infrastructure. This has resulted in a more seamless customer journey, as data from multiple sources is now combined and processed in real time. The democratization of data analysis has also freed up time for the technology team, allowing them to focus on developing new features. Furthermore, the unprecedented speed of data analysis gives Body & Fit an edge in daily processes and even negotiations. Overall, the company has created a solid, scalable foundation for ecommerce, delivering accurate, up-to-date information across all of its systems.

• Real-time integration of all applications to support customer and business journey

• Democratization of data analytics, enabling teams company-wide to generate reports in minutes

• Scalability to match demand, with a cloud solution ready for deployment at other brands