iU | Showcases | PHPro
Showcases iU


24 March 2014

iU is a retail chain with 21 stores, located in key Belgian retail galleries and centers, where a wide range of brands are offered. iU has its roots in the pharmaceutical sector and is aimed at men and women who like to take care of themselves and others. The company is part of the largest pharmaceutical Belgian network: MultiPharma. More than 140 trained consultants are ready to guide you to the best product selection, adapted  to each personal profile and budget. in iU four worlds come together, entirely dedicated to well-being: Skin, Vitality, Bath&Body and Baby. In 2014 iU started their adventure online and offered their customers a wide range of products and thorough expertise though the internet.

Cross-channel Strategy

Online customers can browse through the product catalog, use the improved search functionality, shop the different brand pages, shop by theme or check the monthly promotion page in order to find their preferred products. Every product is foreseen with extended iU advice and high resolution product images.

During the improved checkout process, a customer can choose between two delivery methods: bpost or free pickup at one of the 20 iU stores. The latter can also be used to return products that were bought online. This way a full cross-channel approach is achieved.

Pascal Sabbe (e-commerce manager iU): “The professional support from PHPro helped us greatly in achieving our challenging goal: create a first, cross-channel, integrated e-shop, aligned with our vision and culture of personalized advice.”

The e-commerce platform is integrated with the SAP environment of iU. Products are published to the online channel and enriched in the backend of Magento: product relations, descriptions and category context are added. Stock is updated frequently in order to keep up with the stock changes from the warehouse. Orders are pushed towards SAP and real-time order statuses are synchronized between the two environments. Thanks to this seamless synchronization the customer will be informed with an e-mail from iU once his purchase has been shipped with bpost or delivered in his chosen iU store.

PHPro improved the basic checkout flow of Magento towards a fast and optimized checkout process that contains only 4 steps. The e-commerce platform is linked with the payment service provider Ogone to process the payments.

iU content managers can manage the whole site in the optimized back-end, from simply changing to background image of the online shop, to enriching products, changing content and even planning promotional campaigns.

The store locator gives the flexibility to choose a pickup point during the checkout and provides the customer with a geographical overview of all the 20 iU stores.