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1、This is how manufacturersexcel in B2B e-commerceBEST PRACTICE1/20The manufacturing industry has been greatly affected by the dizzying pace of digitalization,the rise of artificial intelligence and increasing competition from the globalization of markets.As a result,manufacturers need to develop thei

2、r digital competencies and capabilities to avoid the risk of becoming obsolete.After all,customers expect simplicity and convenience in their buying processesfrom searching,selecting or configuring a new product to finding the right spare part and ordering services at the right time to avoid unplann

3、ed downtime of their machines.Since you are probably in the process of preparing or rapidly accelerating the digitalization of your sales and buying processes,it might be interesting to learn from leading manufacturers who have already tackled many challenges in their digital efforts.THE EXPERTTobia

4、s GieseExecutive VP Customer LifecycleIn this e-book,we have compiled the best practices and recommen-dations of leading manufacturers to support you on your journey towards digital excellence.The cases intended to inspire you and provide an incentive for your next steps into a successful digital fu

5、ture.Our customers are in best hands with Intershop.We look forward to sharing our in-depth knowledge and best practices with you and would be happy to welcome you in our B2B business family.Get in contact with usContextBEST PRACTICE2/20DIGITAL TRANSFORMATION DONE RIGHTTips and tricks for boosting y

6、our online sales and servicesYour company has probably already gained initial experience with digital sales or service channels.If so,congratulations!You are on the right track.Build on what youve already achieved,and take the next steps to stand out from the competition by using smart technol-ogies

7、 to improve your customers digital expe-rience and also boost customer retention and sales per customer.If your company is an online novice breaking new digital ground,thats a good thing,too,because theres plenty of upside potential to be tapped.No matter how far your company is in terms of digi-tal

8、ization,it is advisable to:take the next steps(and speed up),become more agile to respond flexibly to changing customer needs,become more customer-centric and enable a frictionless buyer journey,take measures to increase customer satisfaction and loyalty,drive online selling,improve internal efficie

9、ncies of your sales staff.To put it in perspective:There is no single company that is 100%ready and satisfied with the progress of its digital transformationand there never will be,because the digitalization of customer interaction is an ongoing process.Its important to move ahead and implement sust

10、ainable strategies to increase your digital capabilities.Here are some tips and tricks for you based on other digitalization projects from leading manufacturers:1 Understand your customers buying journey in detail.Regardless of your companys digitalization goals,your customers and their buying exper

11、ience must always be at the center of your activities.Start by identifying the target markets and customers to whom you can offer unique value.Then define personas,engage with them and find out,for example,how they prefer to research,buy and use products and how digitalization can make this easier,f

12、aster,risk-free and more convenient.Only when you truly understand your existing customers and new target segments,the potential friction in the buyer journey and their evolving needs,can you ensure an ideal,frictionless and personalized shopping experi-ence.If you understand this well and optimize

13、their journey accordingly,your customers will never leave you and generate maximum Customer Lifetime Value.2 Digitize all product and services data.As a manufacturer,you need to provide high-quality digital product data.Reliable and detailed product information is the most important trigger for onli

14、ne purchases as studies by the analyst firm Forrester show.Indeed,good content such as consistent product descriptions,part numbers,pictures etc.,enables customers to find your online store and select the right products.Its a traffic and conversion rate booster and essential for building long-term b

15、usiness relationship.If you provide accurate and relevant content in the after-sales phase as well(e.g.,custom installation instructions,warranty information,spare part and consumable information,services),you will not only improve up and cross-selling,but also add value for your customers:It will s

16、ave them time and prevent them from ordering the wrong spare part(which could lead to additional downtime).This strengthens their brand loyalty.Last,but not least,if you dont sell exclusively through your own online store,but also on market-places or via other online retailers,product data should be

17、 consistent across shops and channels to give buyers a good shopping experience.Digital transformation done right3/20BEST PRACTICE3 Combine internal and external know-how for more efficient e-commerce.Investing in your companys digital transforma-tion also pays off with a high expected return on inv

18、estment(ROI).Most companies report signif-icant increases in revenue as new target groups are reached and existing ones are served more effectively.However,for digitalization projects to be successful,talented resources must also be available.According to Copperberg,40%of manu-facturers surveyed hav

19、e an e-commerce team of more than 10 people.For maximum effectiveness,it is advisable to bring experienced specialists for specifics such as the infrastructure,operation and customization of the e-commerce solution to enable a short time-to-market.When you reduce the technical development and admini

20、stration effort in-house,you have moretime for the essential smooth and profitable digital marketing of your products and services find out more!4 Involve dealers and business partners in your e-commerce strategy.Digitalization lets manufacturers sell products directly to their customers(B2B2X busin

21、ess models).The result?Higher profit margins,stronger customer loyalty,and additional cross-selling and upselling potential.Despite all the advantages of a direct approach,the challenge is usually balancing the sales channel with existing dealer relationships.Manufacturers feel that bypassing their

22、dealer network can lead to conflict and competition.New business models are required to create a win-win situation for both sides.One possible solution is to integrate dealers into the digital sales channel.As a brand manufacturer,why not become the operator of a digital sales and service portal for

23、 your trading partners?The Intershop Commerce Platform offers you the opportunity to integrate merchants into your e-commerce platform by providing them with their own online shops.All you need to do is to branch off a new channel and configure it.Done.Curious?Here you find detailed information.5 Cr

24、eate customer-centric after-market portals.After-sales services are an important issue for manufacturers because it can generate a significant revenue and support building lifetime customer relationships.In the past,buying spare parts or scheduling routine maintenance was done by e-mail,phone or by

25、submitting an online form.Now,these services are rapidly shifting to online and self-ser-vice.By providing a customer-centric after-sales portal,you can centralize all relevant customer and machine-related information,and provide additional self-services.This allows customers to decide for themselve

26、s what and when to order,without having to call or email during business hours.This is a huge time-saver for your customers.In addition,recurring tasks and inquiries can be mapped more cost-effi-ciently via various self-services,allowing key sales and customer staff to focus on higher-value tasks.In

27、 addition to customer support,manufacturers also benefit from enabling them to upsell and cross-sell,increasing long-term customer value.The integration of the Internet of Things(IoT)into such a custom-er-centric portal enables you to offer new services,such as leasing products(pay-per-use),predicti

28、ve maintenance or automatic reordering of spare parts(smart replenishment).Here you will find more information,tips and practical examples on digital customer portals.Digital transformation done right4/20BEST PRACTICESource:“B2B eCommerce Benchmark Survey Report 2019”,Copperberg0%50%0%100%Which digi

29、tal self-services do you use to support your customers?Track order status/shipmentGenerate quotes(Re-)order spare partsExtensive(product)informationCreate order listsChange contact data and addresses 47%38%36%36%28%22%6 Add handy self-service tools to increase customer satisfaction.Customers have 24

30、/7 access to account information,order history,order status,logistic information,returns,warranty,and more.They also benefit from mapping:the entire transaction and payment history and digital customer services machine and customer-specific training,instruc-tions and maintenance documents for the ma

31、chines your company uses customer-specific processes:purchasing,catalogs and replenishment rules analytics and reports:which costs belong to which cost center?value-added services:exploded 3-D views,CAD drawings,configurators,planners,predictive maintenance,IoT services7 Exploit online marketplaces

32、to increase sales and unlock your growth potential.Online marketplaces expand the market reach of every manufacturer and set standards in terms of customer focus and product/services offering.So,its not surprising that many manufacturers are developing a marketplace strategy.Try to create an Amazon-

33、like shopping experience for your customers.In general,there are four approaches to using marketplaces:1.Online marketplaces do not bother you:You prefer an online platform where only your own products and services are offered.This is a legiti-mate choice,but it leaves much untapped.2.You use online

34、 marketplaces such as Amazon or Alibaba as an(additional)sales channel:The advantage of established marketplace giants is their reach.If your customers search for prod-ucts there,it can make sense to be listed there as well.3.You build your own online marketplace by supplementing your own portfolio

35、with selected products and services from other providers:Leading manufacturers such as Wrth and MS Schippers have taken this approach.With their own marketplace solution based on Inter-shop and the integration of selected suppliers,they offer their customers real added value in terms of services and

36、 product diversity.4.You develop a balanced strategy by combining the first three options:If you find the best approach for each product(range)and target group,you can increase your profitability and optimize your net margin.If implemented well,this strategy will boost your online visibility and the

37、 revenue in your own direct sales chan-nels.Digital transformation done right5/20BEST PRACTICEClose to the customer online and offlineWhether its intelligent dispensers filled with tools or shelves that replenish themselves thanks to automated reordering,or other state-of-the-art solutions,Wrth welc

38、omes digitalization like no other company.At the heart of this strategy is Intershops e-commerce solution,which ensures flexibility and stability.However,despite all of its commitment,Wrths management does not lose sight of the most important thing in B2B:personal customer contact.Challenge:Mapping

39、of complex business processes(company structure,purchasing organization within Wrth and on the customer side)via one central platform Creation of a network of fully integrated touch-points for more service sales and more satisfied customers Individual pricing at every customer touchpoint at any time

40、 on any deviceSolution:43 websites,37 countries,14 languages,8 currenciesone single platform:Intershop!Seamless integration of the Intershop Commerce Platform into Wrths complex IT infrastructure Omnichannel concept with fully integrated customer touchpoints,such as online shop,hand scanner,app,smar

41、t shelves,vending machines or TwinBin Customer-centric approach:individually tailored online stores addressing the specific needs and preferences of each customer E-business sales experience above-average growth:omnichannel strategy shows its worth also in the Coronavirus crisis“For us,e-business is

42、 more than just a web-shop.”Gerard Scheffel,Head of E-Commerce at Wrth Netherlands33,000sales representatives Whether online or offline:Wrth focuses on the needs of its customers.14.4 billion euros revenueOnline and offline,a total revenue of 14.4 billion euros was generated worldwide in 2020.3.9 mi

43、llion customers wordwide Wrth is a B2B market leader in the field of international trade of assembly and fixing materials.Read the whole story.Success stories of leading manufacturers6/20BEST PRACTICELearned from B2C,redefined in B2BAs one of many initiatives under the banner of digitalization,the l

44、aunch of e-commerce had already been extensively analyzed and designed by the management.In addition to increasing reach and brand visibility in the digital channels,the company focused on generating online leads of future new customers as well as on increasing the business process efficiency.So,how

45、 did SPINNER achieve these ambitious goals?By deploying a powerful commerce platform:Intershop!Challenge:Increasing reach and brand visibility,process efficiency and the number of new online leads by implementing a powerful,highly scalable B2B commerce solution Standardizing product data and create

46、over 3,500 new product images Building an interface to the ERP system to synchronize price lists,customer and order dataSolution:Intershop Commerce Platform with attractive licensing model and state-of-the-art standard functionality for B2B business processes and international business growth Agile

47、project management approach with first product release following the MVP(Minimum Viable Product)principle B2C-like shopping experience with digital self-ser-vice options for more empowerment and trans-parency in the purchasing process“SPINNERs e-commerce offensive had three objec-tives:more online l

48、eads,increasing efficiency in our processes and opening up new markets.In just one year we registered 400%new leads and up to 90%less effort in order processing.This has already enabled the SPINNER Group to reach new customer segments.”Matthias Riedinger,Project Manager Digitization at SPINNER GmbHB

49、usiness partner:400%more online leads Within one year the SPINNER Group was able to increase the number of new online leads by 400%.90%reduced effortsThe total effort in the order entry process was reduced by 90%thanks to the online shop.3,500 product imagesA dedicated photo studio was set up in ord

50、er to create over 3,500 new,standardized product images for the new online shop.Read the whole story.Success stories of leading manufacturers7/20BEST PRACTICEEfficient global rollout of 38 B2B online stores Entering new markets to connect with new customers can be a big challenge.But in a world wher

51、e global trade is becoming the new normal,this step opens up limitless growth potential.The family-owned manufacturer Hfele wanted to do just that:expand internationally.Starting in 1997earlier than many other manufac-turersHfele entered the e-commerce business and brought a strong partner on board:

52、Intershop.Today,the hardware specialist successfully operates 38 online stores worldwide via its central e-commerce solution.38subsidiaries 160,000 articles available worldwide 98%of orders received onlineChallenge:Receiving orders exclusively online Creating an attractive shop interface with excel-

53、lent usability Providing customer account functionality with support for budgets,roles,and rights Providing consistent and up-to-date pricing at all times Enabling fast response even for large orders with more than 1,500 itemsSolution:Intershop Commerce Platform with state-of-the-art B2C usability a

54、nd powerful out-of-the-box B2B features Future-proof,scalable e-commerce environment that supports Daily Fresh Foods future growth ambitions Persona-oriented approach to ensure the best customer experience along the buyer journey Integration with the ERP system for real-time information on prices,co

55、nditions and product availability“Weve been using Intershop since 2016 and its been an important platform for our ongoing growth.”Roel van Alebeek,E-Commerce Architect at Daily Fresh FoodBusiness partner:Read the whole story.Success stories of leading manufacturers13/20BEST PRACTICEInternational suc

56、cess with digital sales channelsFounded half a century ago,MS Schippers launched its online presence in 2011 and has rapidly expanded across multiple countries ever since.In search of a B2B platform that would meet its demanding scalability and performance requirements,MS Schippers soon found the pe

57、rfect commerce solution:Intershop.40countries300 milliontags produced per year10 localized webshopsChallenge:Implementing an ambitious digitalization strategy with better quality of service through an online offering Simplifying the management of localized B2B stores for ten different countries,each

58、 with its own pricing,tax rates,and shipping costs Launching additional shops quickly and easily to support the internationalization strategySolution:High-performance and internationally scalable multi-channel solution on Intershop basis offering a seamless shopping experience across all chan-nels I

59、ncreased process efficiency through the use of e-commerce systems for customer support and order entry Service portal:customers can view their entire billing history,place repeat orders,create lists of favorite items,and arrange returns Intelligent app enabling farmers to monitor livestock growth an

60、d identify nutritional require-ments of cattle,sheep and pigs“We wanted to sell online because the customers are increasingly getting used to doing everything online.In their private life,they are accustomed to services as offered by Amazon and Zalando,and therefore begin to wonder why in the B2B en

61、vironment they should still do everything in an old-fashioned way.”Jules van der Werf,E-Commerce&Marketing Manager at MS SchippersBusiness partner:Read the whole story.Success stories of leading manufacturers14/20BEST PRACTICEA milestone in customer loyaltyPart of the Atlas Copco Group since 2007,Dy

62、napac was acquired by the French Fayat Group in October 2017.The separation from the joint IT landscape with the former parent company was both a challenge and an opportunity for the manufacturer.The company took the opportunity to introduce a future-proof e-commerce solution to increasingly serve a

63、ftermarket customers via the digital channel.600machinesIn Germany only,more than 600 Dynapac machines are in use for the building and repair of asphalt roads.6 monthsThe Intershop partner Evident realized the project within only 6 months during the Corona pandemic.14 localized webshopsThe new e-com

64、merce platform enables the central management of 14 local digital sales channels.Challenge:Restructuring of the IT landscape after change of ownership:implementation of efficient e-com-merce processes for a profitable,future-proof B2B after-sales business Conception and implementation of a fully int

65、e-grated,powerful B2B e-commerce platform within limited time and budget Continuous availability of the online shop during the entire replatforming project Solution:Fully integrated Intershop-based after-sales portal with powerful out-of-the-box B2B functionality Seamless integration with Dynapacs v

66、arious ERP systems,enabling the platform to provide real-time pricing,stock and order information and a smooth order and checkout experience Cross-and upselling:increasing turnover and satisfied customers thanks to additional integra-tions for professional fleet management(e.g.easy search and select

67、ion of individually suitable spare parts and consumables)Significant improvement of the user experience in the customer portal through the interaction of the“my fleet”feature,an intuitive design and localized content“We are super happy with this fantastic project result.It is not only within budget,

68、but was also realized within an ambitious time limit of only six months from signing the contract especially so given the restric-tions caused by the Corona pandemic.Great teamwork!Our thanks go to Intershops partner Evident,Intershop and the entire Dynapac team.”Freddy Lessmeister,Divisional Projec

69、t Manager at DynapacBusiness partner:Read the whole story.Success stories of leading manufacturers15/20BEST PRACTICEProduct and service portal boosts business growthReplacing or purchasing water and heating systems can be quite a complex matter when renovating a building.Desivero has solved this pro

70、blem by implementing an e-commerce website based on Intershop.As a result, is a real virtual design studio where customers can find the best brands and book the advice and craftsmanship of qualified plumbers.2015year foundedIn 2015 the company was founded by a group of thermo-hydraulic specialists.3

71、,000 referencesThe central management of sales channels has made it easier and faster to work with a catalog of over 3,000 references.Challenge:Driving digital transformation of the sanitary sector Realizing a modern e-commerce portal with a comprehensive portfolio of products and consulting service

72、s Optimizing the customer experience,e.g.,by integrating an innovative tool for guided plan-ning and selection of bathroom componentsSolution:Innovative online portal based on the Intershop Commerce Platform,including OMS(order management system),PIM(product information management system)and EXP(exp

73、erience management system)Excellent customer experience thanks to a wide range of products and matching services as well as special configuration and design tools Possibility to create your own bathroom project with a professional consultant via chat and guided online tour(including complete estimat

74、e of implementation costs)“We are a start-up,founded in 2015.Our vision is to make the sector of plumbing more accessible for techno-logical innovation,since the sector so far does not use much of the potential digitalization holds for our businesses.Our e-commerce platform and the sub-sequent acade

75、my is a step here which is both pragmatic and ambitious.”Nino Piredda,General Manager of DesiveroBusiness partner:Read the whole story.Success stories of leading manufacturers16/20BEST PRACTICECreating a compelling global brand experienceIncitec Pivot Fertilisers realized early:If they wanted to sur

76、vive in their business,they had to provide efficient processes and ensure a strict customer focus.With the migration to the new website F.au,the company has successfully accelerated its digital transformation.The highly scalable architecture of the imple-mented Intershop Commerce Platform fully cove

77、rs the geographical,cultural,and customer-specific needs of each individual market segment and meets the ever growing financial and regulatory obliga-tions of a global company.1919year foundedThe history of fertilizers dates back to 1919 with the founding of the Phosphate Co-operative Company of Aus

78、tralia Limited,which later became Pivot Limited.200 business partners and agentsFertilizer products in loose and packaged form are distributed to farmers through a network of more than 200 business part-ners and agents.4,500 employeesIncitec Pivot Fertilisers employs a total of 4,500 people in the A

79、sia-Pacific region(42.5%),America(52%)and Europe(5.5%).Challenge:Implementing a comprehensive e-commerce solution Ensuring a unified brand experience to compete with other global players online Strengthening and further development of digital B2B businessSolution:Intershop Commerce Platform to imple

80、ment a state-of-the-art B2B portal with market-specific and flexible pricing Optimal user experience and compatibility with the latest browsers and mobile devices REST API Framework to enable real-time requests to the companys SAP ERP systemRead the whole story.Success stories of leading manufacture

81、rs17/20BEST PRACTICEIf you would like to read more about the subject of this whitepaper,we advise you to watch the webinars mentioned below and read the blogs and whitepapers that we refer to.Please click on the links and expand your knowledge!Whitepapers Replatforming in B2B commerce:Success factor

82、s and best practices Boost your online sales by putting your B2B customers first The value of a digital customer portal from a busi-ness perspective 9 key drivers for success in B2B digital commerce The challenges and potentials of aftermarket e-commerceWebinars How to set up your digital B2B strate

83、gy for growth and customer loyalty How to sell highly customizable products online Replatforming in e-commerce:Its about time!How to select a future-proof commerce platform Should you setup a marketplace to boost your B2B sales?B2B:How to outperform your competition using digital International e-com

84、merce in manufacturingMOREBlog articles Manufacturers:Get customer-centric!Why digitalizing manufacturing processes bene-fits more than just manufacturers Start,learn,optimize:A manufacturer shares its story of digital transformation Digitalizing a global manufacturer lessons from Atlas Copco 5 reas

85、ons why manufacturers should consider digital after-sales FAQs global e-commerce strategy for the manu-facturing industry Pay-per-use for manufacturers?Yes,please.Research&reports Survey report“The state of digital innovation within manufacturing”Benchmark report“The state of international e-commerc

86、e in manufacturing”More18/20BEST PRACTICEABOUT INTERSHOPIntershop enables the worlds leading manufacturers and wholesalers to digitalize,transform,and boost their businesses.Our robust e-commerce platform gives companies the power to establish and expand their digital presence,improve customer exper

87、ience,and increase online revenue.With a dedicated focus on e-commerce,were the digital craftsmen of choice for 300+B2B customers worldwide.Our cloud-based technology provides a reliable,full-service foundation with the flexibility to adapt to unique requirements today and tomorrow.Together with our

88、 vast network of experts,we support the success of our clients every step of the way creating opportunities to scale,innovate,and gain a competitive edge.Founded in 1992,headquartered in Jena,Germany and with additional offices in Amsterdam,Stuttgart,Chicago,Frankfurt,Ilmenau,Melbourne,Paris,San Fra

89、ncisco,Sofia and Stockholm,Intershop combines global expertise with local insights.Supported by 340+employees and high-quality German engi-neering,we help our clients turn products into profits,customers into business partners,and trans-actions into lasting relationships.Intershop is built to boost your business.Learn more at .Always DIRECTLY WITH ONE OF OUR EXPERTSAbout Intershop19/20BEST PRACTICE20/20BEST PRACTICEWere built to boost your business.Discover how at