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.
CUSTOMER
Dachdecker-Einkauf
Süd eG
PROJECT DURATION
Ongoing, since 03/2019
EXPERTISE
TECHNOLOGIES
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
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.
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.
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.
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.
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.
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.
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.
Thanks to the unique mix of technical know-how in the SAP area and creative and conceptual expertise, Medienwerft and FIS really convinced us.
Innovative technologies open up new potential, but they often become tomorrow’s standard. Digital brand experiences, on the other hand, are unique and can also guarantee your success in the competitive digital environment in the long term. Do you want the best of both worlds? My team and I will be happy to advise you.
