How To Implement QA Procedures into Your Company?

MIRAY TOSUN | PRODUCT MANAGER

Lots of companies want to put all QA procedures into practice but it is not very easy.  In addition to this, most companies attempt to use automation tools without any preparation of QA steps. As a result, it turns into frustration. Before beginning to test and all their procedures, we must understand that there are some steps for our company to get ready. These are;

  • Speak common language and terminology of the test
  • Add testing processes
  • Begin to create test organization
  • Learn test techniques
  • Start to use test automation tools

On the other hand, these steps are not difficult than preventing personal judgements. Most and old fashioned people might not want to use these steps. Also, most of them will oppose to tests. You must say that your company is beginning to change and you must explain it with determination and patience. Many people are convinced by numbers. Show them how your company gets the profit from these steps. Show people the number of errors provided by the customer before and after the test. You will see, they will understand how important it is.

Let’s start to explain all these steps:

Speak Common Language and Terminology of the Test

Imagine, you are establishing a new company. In this company, you need to set some rules and some strategies for selling a product. However, you need to explain all these rules and strategies to your employees and teach them how important they are. If people understand what you say and start to obey the rules, congratulations your company will have their own common language and words. Otherwise it would be a disaster.

Test needs to have their own rules, strategies and common language the same as establishing a new company and setting up rules. The message should be clear and accurate when you talk about test. People must know all the methodologies and procedures. If someone talks about UAT, everyone infers and interprets invariably. Therefore, you need to teach them the methodologies, how they cope with the difficulties when they are testing, and the type of the test.

Add Testing Processes

It is time to add test strategies into the software life cycle if all comprehend the common language and explain when you ask “what does UAT mean”.  Before the test organization, the teams need to know very well at which stage they should do the test. Test is not a final stage of the development life cycle. One of the biggest mistakes is to make the test in the final stage of development. However, the test must be done at all the stages of the development. What does it mean? The test starts with the analysis phase. First, unclear parts in the analysis are found and errors are corrected. Later on, developers start to write their unit tests and must deliver the production to the test team. Is it over? NO! Now it is time to apply UAT “user acceptance test”. Customers start checking if the job they want is accurate. All of these processes should be included in the software life cycle and the test culture of the company should be established. Again, this process is not short and easy.

Begin to Create Test Organization

After adding the test steps to the company culture, it is now time for the experts who will perform the test to join the company.  The relevant test engineers who know their job description, also know which stages and which test to perform. Each of test engineers will help development team with testing methodologies, type of the test to be used and stages start to the test. The company should find the expert person for the test. It is a specific job description and the company needs those people.

Learn Test Techniques

You may have learned every technique and explained what to do at each stage. However, in the most difficult times, specific tests are needed and this may cause you to reevaluate what you know. To illustrate, this is just like driving on a stormy weather rather than a rainy one. Breaking while driving might cause a serious accident on a stormy weather. It’s time to learn each technique step by step and use it in the right place in the right way.

Start to Use Test Automation Tools

After all these steps, you can now use the test automation tools. If it is used before all these steps, it will be similar to the ladder which has only the highest step. And this ladder is useless at all to raise you up!

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Introduction to Robotic Process Automation with UiPath

SINEM BATMACA | TEST SPECIALIST

In the field of information systems, finding answers to “Which processes should be automated in enterprises?” and “How much of these processes should be done by people?” questions has been an ongoing problem to be solved for a long time.

Developments in artificial intelligence, data science and machine learning algorithms have added a new dimension into this problem. Robotic Process Automation (RPA) is one of these developments.

The demand for these systems is increasing, as businesses are witnessed by RPA systems to improve business performance.

RPA is considered as a software which has a high impact on return on investment (ROI).

For this reason, many new RPA servers entered the market in the last 3 years (Aalst et al., 2018). There are many RPA vendors such as UiPath, BluePrism, AutomationAnywhere are market leaders, AutomationEdge, Kryon Systems.

Table:  Comparison of market leader RPA vendors (based on Issac et al., 2018; Morison,2019)

Graph: Google Trend Popularity of RPA Platforms

UiPath is one of the most widely used RPA servers and has been developed with the .NET framework. The Community Edition version is available for free download.

  • Can be used without writing code; has a user-oriented interface
  • .NET and C # codes can be integrated
  • Instead of focusing on code writing; allows focusing on workflow setup and process optimization
  • There are comprehensive community forum sites that support users.

One of the most valuable features of the software is a community that supports it. The network around the UiPath is amazing.

UiPath Studio, UiPat Robot and UiPath Orchestrator are 3 main products of RPA platform.

UiPath Studio is an advanced tool that allows users to design automation processes in a visual way through diagrams. UiPath Robot then executes those processes either unattended (without human supervision) or attended (with a human’s action triggering the process).

UiPath Studio

The UiPath Studio home page is as shown in the illustration. Processes may be defined as “Sequence” or “Flowchart”.

 The Sequence option is ideal if the process is progressing in a sequential flow.

Flowcharts are ideal in case of multiple branching and condition in the process and help to create a complex workflow.

UiPath Activities

UiPath has over 300 activities. In addition to the existing packages, packages like  Excel, Mail, PDF can also be downloaded from the “Packages” section.

UiPath WorkSpace

Sequences and flow charts are created in the workspace. Variables can be created using the Variables Pane or Properties Pane, and values can be saved.

 

Properties Pane

In the Properties pane, you can assign values to variables in the workflow. Variables can be created by pressing Ctrl + K. 

Recording and Playback

UiPath has recording and playback features. This feature automates the processes recorded by humans. There are 4 types of recordings in UiPath:

  • Basic Recording
  • Desktop Recording
  • Web Recording
  • Citrix Recording

Screen Scraping and Data Scraping

With the scraping process, data is taken from a web page or an application.

“Screen Scraping” is used to extract data from applications or web pages.

“Data Scraping” is the process of scaping repetitive data from any structured table. Data Scraping Wizard helps in data scaping.

UI Explorer

UI Explorer provides detailed information about user interface components and feature selectors.

 Run, Debug ve Breakpoints

Run is used to run the workflow in UiPath environment.

Debug is used to analyse the workflows step-by-step.

Break Point is used to pause the debugging at a particular step.

Slow step is used to execute the workflow little slower.

Example Sequence

The sequence will open the browser,  go to google.com, search weather and get the weather value.

 

Example FlowChart

The example flowchart will open the browser,  go to google.com, search weather, get the weather value and close to tab.

 

References

1.van der Aalst, Wil M. P.; Bichler, Martin; and Heinzl, Armin (2018) “Robotic Process Automation,” Business & Information Systems Engineering: Vol. 60: Iss. 4, 269-272. 
Available at: https://aisel.aisnet.org/bise/vol60/iss4/1

2.https://medium.com/@Sriram23/robotic-process-automation-rpa-with-uipath-2c7dec4d1468

  1. Issac R., Muni R., Desai K. (2018), “Delineated Analysis of Robotic Process Automation Tools.”, 2018 Second International Conference  on  Advances  in  Electronics Computers  and  Communications  (ICAECC)
  2. Morrison, M. (2019), “Risk Management in Automation of the Accounting Process”, In: Linsley P., Shrives P., Wieczorek-Kosmala M. (eds) Multiple Perspectives in Risk and Risk Management, Springer Proceedings in Business and Economics, Springer, Cham

 

 

 

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Three Gold Bracelets in Test Automation: POM, Selenium, Cucumber

MIRAY TOSUN | PRODUCT MANAGER

There are lots of ways to design and write test automation but nowadays people prefer to use POM (“page object model”), selenium and cucumber together. Of course it does not mean we can use them everywhere and every time but we can prefer to use them together especially for web application.  If I need to give a short definition, POM is a design pattern, which is popular in test automation. It helps us reducing code duplication and also enhancing test maintenance. Selenium is the most popular open source library/tool among web applications. Finally, cucumber is a tool, which supports BDD (“Behavioural Driven Development”).

In this article, I will give a simple example for how to write automation code using three of them. First of all, I prefer using Intellij IDEA and Maven project and Java for my automation test, but you can use whatever you want (Eclipse also preferable).  Before writing the automation code, we need testing the cases. At this stage cucumber helps us. In our project, we need to add some library (Junit, selenium-java, cucumber-junit, cucumber-java, cucumber-core, cucumber-jvm-deps, gherkin). Please do not forget to include them. Cucumber and BDD help to solve communication problems between two different departments, and also help us to write test cases.

The test Case details: One person wants to search for the word “selenium” on google. Therefore, we need to add a directory which is named “features” and create “Search.feature” file under this folder. At this stage, we can start to write our case inside the feature file. We use gherkin language (which is a Business Readable, Domain Specific language) for common language.

You can see that, when we write cucumber test case, we just need “Scenario”, “Given”, “When”, “Than” tag. Inside tags, we can easily write our scenario. After all, scenario helps us to run our code block.

Not specific to test automation, but every code must be readable for everyone. It means that, we need to design our code logically and as simple as possible. Adding comments to code is a good way giving more information on the details.

As seen below, we keep the variables in one page (one or more) in order to easily modify the variables. So before writing our test, we need to add TestObject class (you can prefer another name).

            The example above shows us how to define variables, which are most commonly used. After that, we need “Pages” package to define our pages. Pages package is mostly used for web applications that contain menu and more pages. In this example, we will keep the steps simpler and do a google search without any need to use too many menus and pages. When doing a search on google, there some steps that we must follow. Firstly, we open a browser, then write text in text area and finally click the button for search. As seen above I wrote a selenium code for each step of google search.

The key point is that two classes needed for POM.  The structure will be seen as below.

After writing the page class, we need to add SearchTestRunner and StepImplementation classes for using test steps and run them.

            In the first class (“cucumberTestRunner”), I clarified my cucumber class and steps and feature class for running our test easily. In addition to this, the second class shows us the test steps and what the steps are doing. We can see the methods calling from pages in the second class.  This simple example shows us how to use POM, selenium and cucumber together.

This type of writing gives us the test pattern that is well-known and popular in the world. Although it is up to you to choose any methods, it is always advantageous to follow the methods that are common today and being aware of the new trends.

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Introduction to Robotic Process Automation

SINEM BATMACA | TEST SPECIALIST

What is Robotic Process Automation?

Robotic Process Automation(RPA) refers to the automation of computer-centric process using software robots. RPA aims to free humans of repetitive tasks by replacing them with a virtual workforce and enabling them to dedicate their time and effort to more complex and value adding tasks and provide oversight. RPA primarily targets processes which are highly manual, repetitive, rule-based and standard electronic readable input. Robotic automation uses robots to run application software in the exact same way that a human works with a software.

What are key market drivers?

Cost pressure, growth, outsourcing market saturation, customer expectations, new technology, compliance & regulations are most important market drivers that are forcing many companies to     re-evaluate their current operating model and the way they deliver functional and cross-functional processes to their internal or external stakeholders.

Companies are always looking out reduce costs and improve customer experience. Some industries, for instance high tech, are rapidly growing, so instead of adding headcount they are looking for smarter ways to scale up. New technologies, like RPA, AI, digital solutions have a big impact on the market and influence the way organizations choose to deliver their services.

Equally importing, outsourcing is becoming more saturated. There are new regulations that are constantly being put in place, which are forcing companies to look at these drivers and evaluate alternatives in service delivery.

What are key benefits?

  • The time needed to implement an RPA wave and the time to accomplish the ROI is much shorter compared to other technologies, like Business Process Management and Enterprise Application Integration.
  • RPA enables enhanced processes through enhanced process quality, compliance, security and continuity. All of those lead to an increase in the throughput and a boost in the overall productivity.
  • Better customer experience is achieved through augmented service quality that has the potential to reach an accuracy rate of 100%, given the high repeatability and zero fatigue.
  • RPA typically helps decrease the delivery time, with a prospective reduction of up to 90% in cycle times. Not only is the customer experience improved, but also the employees’ experience, as RPA enables companies to eliminate manual repetitive work.
  • The new army of virtual Full Time Equivalents (FTE) can take over the non-value-added tasks performed manually by humans, while they in turn become virtual workforce managers, monitoring the robots and handling the exceptions.
  • Cost reduction is another important benefit: an RPA robot costs a fraction of an FTE and can work 25/7/365, RPA is a non-invasive technology which has not got any major IT architecture changes or deep integration with the underlying systems (unlike BPMS).
  • Scalability and flexibility are two of the most important benefits. Once a process has been automated and deployed to a robot, it becomes a matter of minutes to mobilize additional robots to manage volume fluctuations. Scaling to robots up or down can be done quickly, for either no extra or minimal cost.
  • All the activities performed by robots can be logged and interpreted through customized reporting tools, for the most part providing visual dashboards that can be adapted for each operational requirement.

Which processes should an organization automate with RPA?

  • Processes that are highly manual and repetitive make the best candidates;
  • If the steps in the process change frequently without following a pattern, it’s usually not recommended to automate.
  • Standard readable electronic input is another important criterion in RPA suitability.
  • Processes that have images as input can also be automated, but they require the use of additional technologies to convert the input to a digital format that the robot can process. Although technologies such as the one provided by ABBYY FelexiCapture have proven themselves to be extremely useful in these cases.
  • It’s recommended to start with processes that have a high volume of transactions and highly frequent because they will, of course, save the most time if automated, and effort invested in creating the automation will have a much bigger impact than it would if monthly or annual processes with a low number of transactions were automated.
  • Mature and stable processes are ideal for RPA as they are typically standardized, well-documented, with low exception rates, and it is not expected for them to generate new scenarios or undergo significant changes through optimization, redesign or other improvement initiates that usually apply to younger processes.
  • It is strongly recommended to avoid automating a process that will be changed in the short term.

In every organization HR Services, Finance and Accounting, IT Services, Supply Chain processes should automate with robotic process automation tools.

  • HR Services include a variety of repetitive process, which are highly standardized through different form templates, and are occurring regularly and frequently. Some examples include recruitment, data entry, payroll, personnel administration and many more.
  • Finance and Accounting is an area where a significant amount of processes has already been automated by many companies. Processes like Procurement to Pay, Order to Cash, Vendor Management and many others have proven ideal candidates for automation; bringing important benefits such as cost saving, error reduction and faster processing.
  • IT Services is another department where RPA can be leveraged. Typical IT Support scenarios such as password reset, account unlock, and others can be easily automated, and for complex cases Chatbot integration can be a great solution. The biggest advantage is, automating these simple tasks allows the IT department members to focus on more important and sophisticated projects.
  • Supply chain processes are typically repetitive and time-consuming. Activities such as Inventory Management, Invoice and Contract Management or Work Order Management make good candidates for RPA.

These are, of course, just a couple of examples out of many, but a good starting point for any company that is looking to adopt RPA.

Sources

  1. https://academy.uipath.com/learn/course/RPAAwarenessTraining
  2. Van der Aalst, Wil M. P.; Bichler, Martin; and Heinzl, Armin (2018) “Robotic Process Automation,” Business & Information Systems Engineering: Vol. 60: Iss. 4, 269-272.
    Available at: https://aisel.aisnet.org/bise/vol60/iss4/1
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Step One Ahead of The Customer with eCommerce Analytics

NURAY GOKMEN KAHVECI | DIGITAL MARKETING MANAGER

eCommerce companies do not struggle with collecting data; instead that is exactly the problem! Lack of drawing insights and real-time actions from the data is the main trouble. How eCommerce businesses can use the data to their advantage?

According to Forbes.com, “Retailers who leverage the full power of big data could increase their operating margins by as much as 60%.”

There is a huge volume of data that businesses use to improve their customer experience. Here are the business needs that will shape the future of e-commerce:

  • Staying one step ahead of the customer
  • Analyze customer shopping behavior
  • Get valuable real-time insights
  • Predict what customer is looking for
  • Personalize customer experience
  • Identify next best product and/or price for customer

eCommerce companies will generate more leads and boost the marketing strategies utilizing the benefits gained by analysis in real-time and predictive analytics capabilities such as improved conversion rates, personalized customer experience and determination of buying patterns.

eCommerce analytics give you insight into your customer behaviours on your website –visited pages, time spent from site search to purchase, abandonment rates, cart to payment rates, bounce rates, etc. Knowing the customer journey, helps you convert your visitors to customers.

In addition to understanding customer behaviours, eCommerce analytics can help you analyze data from different sources – such as web analytics, social media, email marketing- and allows you to combine data streams to better understand customer expectations. This will let you increase relevancy and engagement; make adjustments to your products and processes that align better with customer wants and needs. It will also allow you to see customer buying patterns, predict purchases over time; make better marketing campaigns; plan the stock and inventory.

Big data and big data analytics in e-commerce are really helping to shape the retail landscape and help businesses and their sales and marketing teams understand how to plan their short-term and long-term strategies.

eCommerce Analytics on Streaming Data

eCommerce is a business managed real-time, Obase eCommerce Analytics solution is developed on streaming data with predictive analytics capabilities, employing big data principles and tools, marrying with MicroStrategy. Check out our eCommerce Analytics solution for more details.

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Data-Driven Culture for CEOs

data driven insights
Data-Driven Culture for CEOs
NURAY GOKMEN KAHVECI | DIGITAL MARKETING MANAGER

Most companies focus on data, but fall short of being insights driven. CEOs around the world recognize the competitive advantage of technological advancement can present to their companies. Many CEOs expect to put significant investment into emerging technologies to transform their businesses and engage customers.

According to the 2017 Global CEO Outlook:

  • 48% expect major disruption in their sector from technological innovation within the next 3 years
  • 38% are planning to invest in data analytic tools over the next 3 years
  • 35% will put significant investment into their digital infrastructures
  • 59% expect their investments will help transform the business and operating models.

Lack of Real-Time Management

Continuously optimizing action is a big gap for all. Only 13% of CEOs reported that they have an ability to monitor and iterate on production models which is essential for continually executing insights in real time. 89% of the companies have limited ability for real-time insight to execution.

Talent is more of an issue when executive support is lacking. 64% of Leaders strongly agreed that their executive team takes an insights-driven approach to decision making. Unless the management understand, it does not make any sense trying to prove with analytics.

 

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Prescriptive Analytics to Understand the Future Demands

NURAY GOKMEN KAHVECI | DIGITAL MARKETING MANAGER

Prescriptive analytics can tell the organizations how to overcome future bottlenecks predicted by Predictive analytics techniques. Gartner reports that only 10% of companies are currently taking advantage of prescriptive analytics. However, they project this number will increase more than three-fold within the next four years.

The fundamental value of supply chain management is to control the manufacture, storage, transportation and sale of goods-services to meet customer demand. In most cases the goal is to have what the customer wants, when the customer wants it, and keep nothing else. Predictive analytics is the practice of utilizing a large amount of data to gain insight into possible future scenarios in order to manipulate a positive outcome.

Here are some questions that the prescriptive analytics can solve :

  • What kind of an offer should we make to each customer?
  • What should be my shipment strategy for each retail location?
  • Which product should I launch and when?
  • Where should I build a new factory?
  • Should I build a new factory?

Check out our Prescriptive Inventory Management solution.

 

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The Biggest AI Opportunity for SMBs: Chatbots

NURAY GOKMEN KAHVECI | DIGITAL MARKETING MANAGER

AI(Artificial intelligence) will have the biggest impact on society, individual consumers, and businesses in the next several years. The reason AI will be so impactful is that it promises one thing we just can’t get enough of these days: convenience.

As a small business or startup, it is unlikely that you will invest on an expert to “do AI”. It is more likely to notive AI capabilities show up in the software you are using. Existing AI technology for businesses is already remarkable, but it’s not realistic for any business to invest in all of these AI tools at once. Here is the biggest AI opportunity for your SMB business: Chatbots.

Artificial intelligence has transformed chatbots more human like than ever before, and they are becoming extensive. AI talking chatbots are taking food orders, reserving rooms, and scheduling flights. Without training, these chatbots can apply the pattern to similar problems or different questions. This ability gives them the “intelligence” to perform tasks, solve problems, and manage information without human intervention.

You can maximize the ability of artificial intelligence (AI) chatbots to improve service, save money, and increase engagement. Chatbots are rapidly moving out of the personal and into the business world and fall under the “Support” sections. According to the Facebook Messaging Survey conducted by Nielsen, 67% of people say they will message with businesses more over the next two years, and 53% say they are more likely to shop with a business they can contact via chat. To manage this massive interest in communicating with businesses via messaging apps, business will need chatbots.

80% of business decision-maker respondents to a 2016 survey by Oracle said they already used chatbots or plan to use them by 2020. Chatbots offer unique benefits for small businesses. It is a waste of money for small businesses to pay operators to answer calls or emails whenever they come in. AI-powered chatbots provide assistance to customers whenever they need it and immediately answer questions from potential customers, offering small businesses a way to simultaneously improve customer experiences and generate new business. They will enable businesses of any size to have scalable, convenient, 1-to-1 conversations whenever and wherever the customer prefers.

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The Biggest AI Opportunity for SMBs: Chatbots

NURAY GOKMEN KAHVECI | DIGITAL MARKETING MANAGER

AI(Artificial intelligence) will have the biggest impact on society, individual consumers, and businesses in the next several years. The reason AI will be so impactful is that it promises one thing we just can’t get enough of these days: convenience.

As a small business or startup, it is unlikely that you will invest on an expert to “do AI”. It is more likely to notive AI capabilities show up in the software you are using. Existing AI technology for businesses is already remarkable, but it’s not realistic for any business to invest in all of these AI tools at once. Here is the biggest AI opportunity for your SMB business: Chatbots.

Artificial intelligence has transformed chatbots more human like than ever before, and they are becoming extensive. AI talking chatbots are taking food orders, reserving rooms, and scheduling flights. Without training, these chatbots can apply the pattern to similar problems or different questions. This ability gives them the “intelligence” to perform tasks, solve problems, and manage information without human intervention.

You can maximize the ability of artificial intelligence (AI) chatbots to improve service, save money, and increase engagement. Chatbots are rapidly moving out of the personal and into the business world and fall under the “Support” sections. According to the Facebook Messaging Survey conducted by Nielsen, 67% of people say they will message with businesses more over the next two years, and 53% say they are more likely to shop with a business they can contact via chat. To manage this massive interest in communicating with businesses via messaging apps, business will need chatbots.

80% of business decision-maker respondents to a 2016 survey by Oracle said they already used chatbots or plan to use them by 2020. Chatbots offer unique benefits for small businesses. It is a waste of money for small businesses to pay operators to answer calls or emails whenever they come in. AI-powered chatbots provide assistance to customers whenever they need it and immediately answer questions from potential customers, offering small businesses a way to simultaneously improve customer experiences and generate new business. They will enable businesses of any size to have scalable, convenient, 1-to-1 conversations whenever and wherever the customer prefers.

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A Business Model on Sustainability That Makes a Difference – Leader Behind the “Coyuchi for Life”

BÜLENT DAL | CEO

One of the most important achievements I gained from my participation in this year’s NRF 2019 was to meet the CEO of Coyuchi, Eileen Mockus, and to talk about Coyuchi‘s vision in delivering a sustainable vision of home textile products.

Sustainability is the process of maintaining change in a balanced environment, in which the exploitation of resources, the direction of investments, the orientation of technological development and institutional change are all in harmony and enhance both current and future potential to meet human needs and aspirations.

Coyuchi provides organic home products including bed linens which was founded 30 years ago in Northern California, today headquartered in San Francisco. Coyuchi takes expert care to ensure that everything that bears the Coyuchi label is produced and processed to the strictest environmental standards in safe and humane conditions by relying on the USDA National Organic Program, Global Organic Textile Standard (GOTS), the International Labour Organization (ILO) and Fair Trade USA.

Eileen Mockus is Chief Executive Officer of Coyuchi, Inc. Eileen holds a Bachelor of Science in Textile and Clothing from the University of California, Davis and Master of Science in Business Administration with an emphasis on Small Business and Entrepreneurship at San Francisco State University.  Before joining Coyuchi as Vice President of Product Development in 2011, she worked in textile production, sourcing and materials testing for The North Face, Patagonia and Pottery Barn Kids. Elenie Mockus was among the most active female leaders at NRF 2019 and attended “The power of negotiation” and “Is sustainable the new sexy?” sessions as speaker.

Before Mockus started working, Coyuchi was mainly a wholesale company. Mockus has paid attention to the development of the e-commerce channel and recently the volume of e-commerce has reached a much higher volume than all other channels. When I asked Mockus how they were benefiting from digitalization and e-commerce, she said that they started getting feedback they couldn’t get about the customer before thanks to e-commerce. On the other hand, thanks to digitalization and mobile, they can follow the quality of the product and the source from the field.

Their latest impact-driven initiative is “Coyuchi For Life”, which allows customers to buy a subscription plan for new sheets or towels every six, 12, or 24 months, depending on customer preference, for a small discount off the retail price. When their rental period ends, customers send back the sheets to Coyuchi for a new set, and Coyuchi cleans and mends the used set and then sells the used sheets to customers at a discounted price at their retail location. “Coyuchi For Life” balances their customers desires to have “newness at a faster pace,” while allowing the brand to have a “longer-term relationship with and take responsibility for the product. Coyuchi satisfies people who are sensitive to contribute less waste to the world.

Mockus emphasized the importance of the digital channels for Coyuchi to interact well with customers who love organic products and prefer quality and end added that the same customer segment probably buy organic food, eats at high qualified restaurants and wants to know the origin of their foods. It is obvious that this segment has similar preferences in clothing, food and other retail products and there is an opportunity to create a value.

Mockus continued her speech that digitalization had a positive effect to evolve more business partnerships. They list their products at leading marketplaces like Wayfair and Amazon. Being available at Amazon since 2017, leading to more than 50% of products searches from Amazon and Amazon Prime is a good option for some of their customers. The other digital platform to reach the end customer is Zola which offers wedding products and services. They also use e-catalog, google and facebook channels to engage with Coyuchi customers.

Mockus, with the vision of being the most reliable and largest organic textile brand, stated that long-term reliable relationships are very important for Coyuchi and they supply a significant portion of the products used in are supplied from outside of the United States. One of the major suppliers for many years they were very pleased with the ongoing product quality is based in Turkey. I asked if they want to offer their products in Turkey  and was answered that the biggest obstacle was different bed sizes to sell their products abroad. For this reason, they do not feel ready for markets outside the North American market.

While digitalization is threatening for many companies, for a wholesales company like Coyuchi it is strengthening the company with a single store in the headquarters with a growth of 20% per annum and a long-term connection with the end-user. Today 20% of Coyuchi’s revenue is from online sales. According to Environmental Protection Agency (EPA) report, there is 13 million tons of textile waste each year. EPA predicts that recycling these waste will create as much effect as cleaning 7.3 million automobiles’ carbon footprint. There is a customer segment who cares about sustainability and despite of the increasing competition in the retail, there is always an opportunity for companies such as Coyuchi can appeal new business models to make a difference.

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