OMNICHANNEL-COMMERCE IN COOPERATIVE WHOLESALING
With a product range of more than 100,000 items, Dachdecker-Einkauf Süd eG wanted to expand its website with a web shop to connect its stationary trade with the online business. The focus was on the intelligent integration of the shop as a self-service portal for roofers and the chosen platform SAP Commerce.
Ongoing, since 03/2019
- Support & Maintenance
- SAP Commerce 6.6 (now 2005)
- SAP Hybris B2B Accelerator
- SAP Datahub
- SAP Marketing Cloud
- HTML / CSS
- Google Analytics
It all started in the 1970s with a purchasing cooperative of roofers for roofers. Dachdecker-Einkauf Süd eG (DE Süd) is now one of the market-leading roofing retailers in Germany. From customers in Baden, the Palatinate, Württemberg, Bavaria, Hesse and Saxony, and also with associated companies in the Czech Republic, Poland and Switzerland, DE Süd is one of the most reliable and competent partners in the industry. As a modern and forward-looking cooperative company, DE Süd’s objective is to allow its customers to benefit not only from its broad and deep product range, but also from its excellent contacts with renowned manufacturers in the roofing sector. Further information can be found at www.deg-sued.de
MAKE USE OF THE EXISTING STOCK AND EXPAND CLEVERLY
One of the main focal points of the task was to establish a connection to the existing SAP ERP system of the roofers’ purchasing cooperative DE Süd in an optimal way and also to develop an omni-channel platform that provides real added value for customers and suppliers. A comprehensive online sales strategy was just as much part of the task as was the possibility of using the offer later – expanded to include the SAP Marketing Cloud – to make use of the best possible customer acquisition and retention measures.
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THE NEEDS OF ALL PARTNERS IN VIEW
In addition to adopting proven functionalities such as the registration of tradesmen, we have implemented many useful features for the roofing specialist DE Süd. Because of this, the cooperative traders can offer individual price conditions to their customers.
The real-time stock check, which includes 29 locations, is also supported by intelligent interfaces and seamless integration into the SAP-based merchandise management system. The work platform can be used intuitively for building companies and tradesmen, for example, for the creation of individualised shopping lists in the system for different building sites.
INTERFACE MANAGEMENT FOR DIFFERENT CUSTOMERS
One particular challenge during the shop implementation was the differentiated rights and roles concept behind the online platform. The focal point here was the seamless integration of the SAP-based merchandise management system.
It was important that the prices retrieved by the respective specialist retailers for the products were made available in real time. Since the price output can vary depending on the customer status, the integration of an intelligent interface management system was extremely important.
Increasingly dynamic markets confront companies with the challenge of serving multiple sales channels. Instead of focusing on the point of sale alone, it is important to network all communication channels with each other – also in the B2B area. For DE Süd, we kept asking ourselves the questions ‘What does a roofing company need?’, ‘What does a specialist retailer need?’, in order to provide a solution that offers real added value to all target groups.
IMPORTANT CRITERION: PRACTICALITY
What needs to be done if something is still missing on the building site? This and other questions regarding the practical use were addressed in detail by the conceptual designers at Medienwerft. This means that the system can also be used to initiate orders directly from the construction site by scanning EAN codes via a smartphone.
Designed as an intuitive work platform, the system allows individual shopping lists to be created for different construction sites. All offers can of course also be ordered directly via the online shop.
TARGET GROUP EFFICIENCY IMPROVED
In addition to objectives such as strengthening the competitive position and extending services, the focus was also on expanding the B2C target group. For DE Süd, we therefore developed a tradesman search function for the shop platform. And it has paid off: the shop is now also of interest to builders and property managers as a resource, and it offers roofers added value by providing the ability to generate new customers via the platform.
To ensure the commissioning of the system at DE Süd’s numerous locations ran smoothly, Medienwerft also conducted platform workshops that enable DE Süd employees to use the advantages of the omni-channel right straight away and communicate them to their target groups.
KEEPING AN EYE ON COSTS AND FUTURE VIABILITY
The SAP ERP system already used in-house was of course also a criterion when it came to choosing an SAP solution for the platform development; but not at any price. By using the B2B Accelerator, it was possible to make use of numerous standard functions and interfaces, which obviously had a positive effect on the development of expenses.
The decision to base the solution on the SAP C/4HANA suite was also made due to the plans to further develop the system in the future. Following the upgrade to SAP Commerce 20 05, work is now underway to implement SAP Marketing Cloud. The focus here is on marketing automation measures, which will allow the company to use the full range of online marketing possibilities with as little manpower as possible.
ONE PLATFORM FOR EVERYONE:
With the introduction of omni-channel commerce into the cooperative wholesale business of Dachdecker-Einkauf Süd eG, the company has succeeded in combining stationary trade and online business in an optimal way. There is more focus on working professionals, the share of sales to relevant target groups was increased, and new customers were added.
A strengthening of the competitive position was achieved, above all due to the useful services for different target groups, and a platform was created that addresses the needs of all employees and customers of the company. By choosing the SAP C/4HANA suite with its numerous development options, the platform is now also well-prepared for new markets in the future.
UNIQUE COMBINATION OF DESIGN AND TECHNOLOGY
Thanks to the unique mix of technical know-how in the SAP area and creative and conceptual expertise, Medienwerft and FIS really convinced us.
„When you’re looking for new perspectives on the development of your process or transaction-oriented online platforms, my team and I will be happy to advise you. I look forward to getting to know you.“
HENDRIK VAN LAATEN
Tel: +49 40 / 31 77 99-0