Executive summary
Digital transformation at SUNLIGHT was tied to operating speed: orders had to be assembled, confirmed, and issued faster, appear in clear interfaces, and be supported by communications, SLA, and automation.
RUB 5.6 → 13 bne-commerce revenue growth
x7growth in courier delivery
20% → 98%growth in the share of customer inquiries resolved
Public results
- E-commerce revenue grew from RUB 5.6 bn to RUB 13 bn.
- Courier delivery increased sevenfold.
- Order assembly and confirmation accelerated from 4–6 hours to 30–60 minutes.
- Order handover accelerated from 5–10 minutes to 30 seconds through address-based storage at retail locations.
- Costs fell by 20% while operations grew by 140%.
- KPIs across the entire chain reduced late orders by 10 pp.
- The share of inquiries resolved increased from 20% to 98%, while complaints were halved.
- While the number of operations increased 2.6 times, the cost of content operations fell by 5 pp.
- Product-page publication to the website and app became twice as fast.
- Introduced 100% prepayment, increasing order completion by 5 pp; a chatbot automated 30% of inquiries.
What was done
The focus was on connecting customer front ends, operational interfaces, and order execution speed.
OMS
Accelerated order assembly and confirmation through operational redesign of the OMS process and status control.
Operator interface
Operator interfaces formed part of the overall system for handling orders, statuses, and customer communications.
Front ends and SLA
Front-end redesign and SLA management connected customer experience with actual operating speed.
Same/next day delivery
Launched an in-house courier service, including same-day, next-day, and delivery from stores within three hours.
Content factory
Optimized photo studio and content-production processes: more operations, lower cost, and faster page publication.
Address-based order storage
The project at retail locations sharply reduced the time required to find and hand over an order.
CRM and chatbots
Launched customer communications, an in-house CRM/contact-center interface, and a chatbot with 30% automation.
Courier app
The mobile courier app became part of the digital delivery and execution-control system.
Related pages
- All cases
- Digital business transformation
- Operational efficiency
- Customer experience, CRM, and loyalty
- Business transformation and change management
- Digital products and product strategy
- Data and analytics
- E-commerce growth
- E-commerce consulting
- Business management audit
- Digital business as a P&L model
For employers
This case is relevant to B2C retail companies where a digital leader owns operating speed, SLA, fulfillment, content, and service automation as well as the storefront.