House of Creed - Digital Customer Experience and First-Contact Resolution

Working together to build an end-to-end, seamless customer experience

By putting customer experience at the center of its business, Creed keeps winning.

For a fragrance brand like House of Creed - whose products are often deeply personal to the wearer, and most easily experienced in-person via all the senses, not just smell - bringing a personalized customer experience to the digital world was the challenge they sought to solve with the x/y platform. Creed asked how they could maintain the personal touch in the age of the digital shopper. .

Commerce and customer support get an upgrade thanks to XY and Amazon Web Services.

Creed used the XY commerce platform to connect all channels across their physical stores and online operations, leveraging the availability and scale of AWS to build an end-to-end, seamless customer experience.

“They also set a goal of first-contact resolution. “It is very simple. We want you to have the best customer service experience ever by a luxury house if you come to experience our offerings,” said Emmanuel Saujet, CEO.

House of Creed gets to know its consumers, one fragrance buyer at a time.

The House of Creed customer service team credits XY with giving them the ability to treat consumers as individuals, and answer key questions about the customer in each interaction: Do we know this person? Where did they come from? What are they interested in?

“Those data points then enable us to adapt what we present, when we present it, and how we present it to ensure that we deliver as close to what that customer is looking for as we can,” said Emmanuel Saujet.

Beyond simply presenting information or content to a shopper Creed uses its knowledge of individual consumers — and their preferences, gained through XY cloud platform — to create better products and, in an increasing number of cases, even custom-made sample sets. The aim is to deliver these products to consumers remarkably fast.

Why Amazon Web Services

Creed used the x/y platform to connect all channels across their physical stores and online operations, leveraging the availability and scale of AWS to build an end-to-end, seamless customer experience. XY utilizes AWS to deliver a bespoke application for House of Creed that scales to meet their demands and maximize customer and product value. The XY platform uses a combination of Amazon ELB, Amazon Cloudfront, Amazon Route 53, Amazon Lambda and Amazon SQS to create an architecture for retail that gives a nonstop, 24x7, elastic platform for rapid innovation. The platform also leverages Amazon Dynamo, the first true, infinitely scalable NoSQL database - creating an unbeatable combination for capacity and flexibility.

To meet the requirements of our customers such as House of Creed, XY released a SaaS solution that offers an end to end platform to serve their customer in global markets in US, Europe and APAC. Time is money and downtime is revenue loss. The requirement for a network of stores running globally while feeding the data to a centralized data lake in real time in order to provide valuable operational and analytical insights is no small task and hence AWS was the only logical choice. AWS has built a reputation of high availability (high 5 9s) and has presence globally to meet our needs. XY built an architecture on top of the following services:

MicroServices & EC2 (Elastic)

XY is built with micro service architecture from the ground up with support for multiple languages. All services are hosted in a JVM and deployment is automated through AWS Cloud Formation.

MicroServices & Lambda

Elasticity is critical for retail where demand patterns fluctuate with social media and content. In addition to EC2, XY has a micro-services layer that can be hosted in the JVMs as well as Lambda to cater to high latency workloads as well as handle demand spikes.

Data & Amazon DynamoDB

Elasticity is critical for retail where demand patterns fluctuate with social media and content. In addition to EC2, XY has a micro-services layer that can be hosted in the JVMs as well as Lambda to cater to high latency workloads as well as handle demand spikes.

MicroServices & Lambda

XY’s customers have their unique business processes and data models. For instance, a home decor retailer has completely different data elements than a fragrance retailer. Most solutions in the market are based on rigid relational models that don’t fit the needs for today’s knowledge workers. A highly scalable, DHT based database was the most critical decision for XY and Amazon DynamoDB was a perfect fit for the platform. The No SQL database is not just a database but data as a service where it takes ownership of all data related tasks such as replication, backup, caching. Another important consideration was availability of a No SQL database globally to cater to the privacy laws. XY cloud has provided 5 9’s of availability since launch with an ability to store data in multiple regions without changing application code. The power in the native API allowed XY to build strong data modeling layer on top of Dynamo which lent itself to providing an advanced version of GraphQL for developers to build mobile, web and partner applications.

Data & Amazon S3

Though DynamoDB is perfect for ‘data truth”, Amazon S3 offers a fast, scalable storage layer for unstructured data such as images, files, videos, HTML pages. All the data stored in XY is stored in DynamoDB with the contents of the structured data available in S3. The ease with which our customers can publish content in XY and be available globally in seconds is the agility they need. In this age of social media, any thing can go viral, the challenge is that our customers need to be ready to take advantage of this and turn them into opportunities. The legacy systems are a deterrent whereas XY with AWS welcomes the attention.

Data/Services & Amazon SQS

As a conscious decision XY decided to keep the query and the DHT separate in order to scale horizontally. Relational databases or some of the other No SQL databases offer a one size fits all storage and indexing solution. This was not the direction XY wanted to take as both these concerns are met by different architectures. XY needed a strong queueing layer to connect the DHT and Inverted Index (search) and Amazon SQS was the logical choice as it was well integrated into the APIs and offers a clean mechanism to decouple the two layers. This architecture also known as “eventual consistency model” is what allows XY to seamlessly scale with volume and the target is to minimize the latency between the two layers. That ie exactly where XY ended up with SQS.

Content & Amazon CloudFront

XY uses CloudFront as a Content Delivery Network for all content bar none. The reason for choosing CDN was again simple. Scale and ease of integration into existing services. The ability to use Lambda functions to provide smarter logic on the edges was a key to making this decision.

Services & ELB

All the requests are piped through Amazon CloudFront to Amazon ELB to provide a scalable access to all XY micro services. Scale and ease of integration were the key reasons. These services don’t need each other but fit really well when used together.

Streaming & Amazon Kineses

To turn operational data into insights, our customers needed a clean way to have the data be available in data warehouses such as Amazon Redshift. XY took advantage of Amazon Kinesis to achieve just that. With this architecture, our customers can create their own schemas and map the operational data and let the system handle the workfloads.