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Customer Snapshot: Overview

Largest toy retailer in the UK, and growing at an average of 1 new store per month

The Entertainer takes the business of having fun very seriously; it’s been the focus of this family-run business since 1981. Customers recognize that this toy retailer has something different to offer than the rest, which is why their popularity has grown consistently by leaps and bounds. And, it’s not just families who are standing up and taking notice. The Entertainer has been racking up awards over the past few years, recognizing their growth, innovation, and service.

The Entertainer

£140 million (€191.5 million)

Number of Employees


Amersham, Buckinghamshire, UK

Customer Website

Line of Business
Commerce, Marketing, Platform and Technology, Sales, Service

SAP Solutions
SAP Hybris B2C Commerce

Customer Snapshot: History

Fun and Games for Over Three Decades

To continue growth momentum and gaining popularity, The Entertainer is now offering 30-minute click and collect and 90-minute delivery, creating an Integrated Omnichannel Shopping Experience with SAP Hybris Commerce.

Customer Snapshot: Business Model

Local Specialist with a National Presence

The Entertainer is the UK’s largest independent toy retailer, with more than 100 stores, a successful online brand ( and partnerships with seven external channels (including Amazon and eBay). Since opening in 1981, they have developed a reputation as the local specialist with a national presence, built on excellent customer service and choice.

Customer Snapshot: Success Strategy

The Entertainer enjoyed strong like-for-like sales growth across their network of stores with the addition of nine new UK stores in a year plus the relocation or refitting of 4 existing stores. This, combined with careful cost control and a drive for efficiency, contributed towards another year of record profit. The retailer's margin also increased against a backdrop of intense discounting during the important peak-trading season. The Entertainer has also seen year on year profit growth of 18% from their online channels, with it now contributing 14% of the company's total sales. The retailer embraced Black Friday and cited it as the single largest day of sales for the company in the year across all sales channels.

To keep the momentum going through 2015 and into 2106 we will continue to aggressively expand our store network throughout the UK and further engage with our consumers through comprehensive TV advertising campaigns and strong in-store and online marketing activity. -Gary Grant, Founder and Managing Director

The Challenge

How to Match Core Values with Online Execution

The Entertainer needed to provide an online shopping experience that reflected their core values of outstanding service to stay in the game. They needed not only to match their competitors’ offerings, but also go above and beyond the competition. Their main objective was to create a solution for multi-channel commerce and fulfillment that would be scalable and extensible, to support the changing and diverse needs of the business. They wanted to improve the look and feel – the total user experience – of their website to increase the frequency of consumer engagement and improve online sales.

To further cement The Entertainer as the go-to place for toys and games in the UK and beyond, they were looking for help to implement a 30-minute order to pickup and 90-minute home delivery service.

Enter SAP

With a Little Help from SAP Hybris

After careful consideration, The Entertainer decided to join forces with SAP Hybris to create their custom commerce experience, allowing for scalability and growth. They wanted to develop a platform with omnichannel integration that would provide a single view of inventory (in-store and online) to support a 30-minute Click and Collect service, and a 90-minute home delivery service. Because The Entertainer is branching out into new countries, adding 25 new stores and additional European online merchants within two years of launch, the ability to process multiple currencies and localize languages was also a key factor.

Enter SAP: The SAP Experience

Creating New Ways To Reach Customers More Efficiently and Effectively

The new omnichannel strategy aims to make shopping more convenient for customers whether they are shopping online, in the store on their mobile devices, or working with a customer sales representative. The solution also allows targeted content and promotions and advanced personalization to anticipate needs and drive sales more efficiently. Other efficiencies were also kept in mind as the team consolidated product databases with separate modules for independent targeting.

Better Business

Shoppers Enjoy More Personalized Service as a Growing Brand Expands

Reaching shoppers when they’re ready to purchase with relevant offers goes a long way in driving sales and creating customer loyalty. With a new system in place, The Entertainer is enjoying consistent, significant growth, as customers keep coming back for more. The omnichannel strategy enables The Entertainer to position their brand as a personalized shopping resource that “gets” their customers even as the company goes global.

Better Business: Benefits

Efficiency, Integration are Pluses

The Entertainer employed several SAP Hybris modules to customize their e-commerce experience. The Web Content Management System (WCMS) with Order Management helped to increase efficiency and consolidate product content and attributes. The Advanced Personalization module enabled them to provide customers with targeted content and promotions.

With the new platform, The Entertainer was also able to support and integrate their multiple external selling channels (such as Amazon and eBay) with their online storefront. In particular, they appreciated the integration of all their marketplaces into one system. Having various teams work from the same cockpit has saved them time and reduced confusion.

The customization options and extensibility of SAP Hybris Commerce were major contributing factors in enabling us to develop our order fulfillment services and really set us apart, specifically the 30-minute click-and-collect and the 90-minute delivery services. –Duncan Grant, Director of Strategy, The Entertainer (Amersham) Ltd.

Better Business: Run Simple

Award-Winning Results

Using the SAP Hybris Commerce solution allowed The Entertainer to create a multi-channel strategy that makes shopping more convenient for their customers. Today, is an award winning site that gives shoppers the ultimate in fast pickup or delivery and convenient, multichannel shopping experience, while increasing online sales by 42%.

Year over year, The Entertainer reaps a:
42% increase in online sales
14% increase in mobile conversion rate
9% increase in average order value
50% increase in click-and-collect sales
152% increase in mobile sales

Journey Ahead

Accolades Distinguish The Entertainer

Since the debut of their new site, The Entertainer has been named Online Toy Retailer of the Year for 2012, 2013 & 2014 by the prestigious Toy Industry Awards, for their high-quality content and innovative features. As the company expands, they plan to rollout native language sites in both France and Germany. The Entertainer is also looking to further optimize the mobile experience as more customers turn to their mobile devices for their shopping needs.

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