SUEZ

SUEZ Case Study

The challenge we faced together with the client was to digitalize the work environment within a 12-month period. We implemented B2B and B2C sales management on a single eCommerce platform along with the integration of essential online tools supporting sales such as CRM, ERP, WMS, MA, and others.

SUEZ Company

SUEZ specializes in the sale of building insulation. Due to increasing demand in Poland and Ukraine, the client decided to scale up sales using the new eCommerce platform Shopware 6, integrated with sales support systems.

What were the key assumptions for the collaboration?

• Collaboration on partnership terms
• The client is a member of the production team
• Full client engagement in the project is a guarantee of success
• It is in the team's interest to continuously educate the client about Shopware 6 solutions

What were the client’s biggest challenges?

Utilizing the company’s available sales potential in the B2B market through:

• Digitalization and automation - transitioning current offline processes to online solutions as part of organizational transformation.
• Adapting eCommerce solutions to the existing requirements and constraints of B2B sales using a scalable, efficient, and integration-ready eCommerce platform.

How did we do it?

Customer Groups

• We created 4 B2B customer groups each with a dedicated registration form.
• We simplified the registration path and enabled automatic retrieval of company data and PKD code based on the NIP number.

Dropshipping - Split Order System

• Suez.com.pl allows ordering products beyond the inventory levels of the central warehouse.
• When inventory limits are exceeded, a new sub-order is created with a separate completion date.
• This functionality was implemented after negotiating sales conditions with manufacturers and suppliers.

Dropshipping checkout:

Merchant Credit - Dedicated Merchant Credit Functionality

• Merchant credit is a form of deferred payment via traditional bank transfer.
• Limits are individual per user and are drawn from the ERP system.
• Users have the option to use two forms of payment in one order, for example, merchant credit + online transfer.

Affiliation - Motivational Program for Salespeople

• B2B salespeople receive a commission from completed orders of referred clients.
• Salespeople have the ability to create any number of shopping lists with selected products and generate a link to the list with a promotional code for the end customer.
• Once the link is opened, each subsequent purchase by the client on the site generates a commission for the salesperson.

Dedicated Pricing and Content

• The functionality allows for the creation of price groups assigned to B2B clients and selected products.
• Data regarding price groups, product prices, and their assignment to users and products are imported into Shopware from the ERP system.

Using the Rule Builder and the Dynamic Access module, it is possible to hide certain elements for selected customer groups or under specific conditions, such as:

• Products
• Categories
• Selected sales channels
• Content

B2B Marketing Automation - Offer Personalization

Results

• Sales doubled.
• The number of user visits doubled.
• Increased operational efficiency. The SUEZ team doubled sales in the second month after launching the service, with a similar staff composition.
• Improved relationships with business partners. Access to the B2B platform enabled business partners to communicate better and respond faster to changes.
• Better adaptation of the offer to the needs of B2B customers. Analysis of data collected through the B2B platform helped identify purchasing trends of business customers and tailor the range of products and services.

What We Learned?

• Unique Nature of Each B2B Implementation: Each B2B deployment has its own unique characteristics.
• Need for Close Collaboration: Every implementation requires close cooperation and a detailed understanding of the client's processes.
• Clear Implementation Goals: Every B2B implementation should have a clearly defined purpose.
• Verification of Hypotheses: All hypotheses regarding implementations should be verified with the operational team of the company for which the functionality is being created.
• Evolving Client Requirements: During a B2B implementation, client requirements may evolve significantly from the initial requirements. The implementing company should be prepared for changes in deadlines and assumptions.
• Communication with Stakeholders: During the implementation, it is crucial to keep all stakeholders in the company informed to avoid or minimize internal resistance to changes.
• Data Organization without PIM: If we decide against using a Product Information Management (PIM) system, special attention should be paid to the process of organizing assortment data.