Program to Develop an E-Commerce Platform for a Global Retail Group

E-Commerce platform for a global retail group

The Client

An International retail group, that operates more than 300 supermarkets and employs over 50,500 people.

The Challenge

During the first phase of the project, First Line Software made the following initial improvements:

  • Developed a product catalog
  • Made a Rapid migration of the client’s website
  • Developed a customer personal profile
  • Provided migration of loyalty transactions from the web to mobile applications

First Line Software implemented the Digital Asset Management (DAM) system as a reliable digital marketing technology tool. This tool functions as a central content management hub and makes it possible to share the client’s digital assets with customers to save and organize:

  • Photos
  • Videos
  • Illustrations
  • Audio files
  • Documents
  • Design files
  • Presentations

This system allows the client to manage and organize all their digital assets in one place. During the entire project, First Line Software operates as a UX technology expert and has designed several client projects (from concept development to completion of development and testing).

Development of a Customer Personal Profile Account

During the next phase, First Line Software developed and integrated these solutions:

  • Customer profiles
  • Number of points
  • Transaction history of points
  • Personalized promotions according to their transaction history (based on machine learning)
  • General promotional campaigns

Development of a product catalog

First Line’s engineers architected and developed solutions to:

  • Integrate a Product Information Management (PIM) System with the SAP ERP System
  • Establish an updated product catalog
  • Develop web-searching, create a web-editorial interface, and arrange vendor code according to the product catalog
  • Build a consumer list and shopping basket calculators
  • Integrate with the cashier system (Kristall)
  • Integrate with a media archive including product photo content (DAM – Digital Asset Management)

First Line developed a platform for the migration of large volumes of existing content to the Optimizely (Episerver) CMS. This platform consists of a number of components that extend the functionality of the standard Optimizely (Episerver) CMS and optimize working with big data. First Line Software provides full-cycle software development.

Project Deliverables

  • Analytics
  • Development
  • Testing
  • System configuration
  • Support
  • Technical documentation


  • A High-performance system (250,000 users)
  • 70 users per second visit the website (approximately 2 million users per day – one of the highest volumes in the retail industry)
  • The product catalog consists of more than 100,000 items
  • 20 million customers take part in the client’s promotions (events, discounts, etc.)

Technological stack

Optimizely (Episerver), .NET 3.5, MS SQL, ReactJS MS Products: .NET framework 3.5, C#, ASP.NET, MS SQL Server

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