Spendrups had a simple order portal that was used by their restaurant customers without much success. Customers preferred to email or call customer service to place their orders. In addition, the sales team lacked good tools to support their restaurant customers on site.
Spendrups therefore wanted a future-proof, fast and flexible solution with the ability of increased interaction and collaboration between customer, sales and customer service.
Besides modernizing the actual order portal Spendrups wanted to offer a consumer-inspired e- commerce solution where they could meet their B2B customers in a personal way. The ambition was to invite the online customer to the family-oriented ambience prevailing in the company, and to share their knowledge which includes over 100 years of craftmanship and refined production. By sharing insights about everything from the precision of the fermentation process to hop varieties and beer glass variations, Spendrups ambition was to create a limitless inspirational drink experience for the beer enthusiast. Digital agency Sunny at Sea was commissioned to develop a completely new design language and web design.
- Pocket e-commerce – sales tool for Spendrups field sales team.
- To increase the number of traditional orders to digital channels.
- Offer the opportunity to place orders with Spendrups 24/7/365.
- Responsive design including computer, smartphone and tablet.
- Opportunity to in-depth content (Rich Content).
- Opportunity to perform all types of tasks not limited to ordering.
- Opportunity to be 100% e-commerce customer.
- Offer a new range of accessories such as glasses, openers etc. online.
- Online training, guides and films to support customers with for example changing barrel or cleaning a tank.
This is an important investment for Spendrups, and we have placed great importance on finding the right choice in e-commerce solution. Our new e-commerce platform must, without complication, accommodate all aspects of modern B2B sales online; being that contract prices, custom product selection, and content for different customer segments, are extra important elements for us! By choosing a SaaS solution, also provides us ‘problem-free’ ownership.
Since the launch, the number of customers who find our e-commerce has increased steadily every month. We now have a very good foundation that makes us flexible in our e-commerce work going forward.
Implemented is now a complete solution with Norce Commerce, Sitecore Experience Platform, inRiver PIM and M3. With lots of small but smart functions, it is now more user-friendly and efficient to use the web shop.
Norce + Sitecore is a proven solution that we warmly recommend to companies with high demands on user experience and e-commerce functionality.
Requirements & implementation
After meeting a number of potential partners, Spendrups finally chose Nexer to conduct a pre-study and propose a technical solution. The pre-study began by collecting input from the sales team and restaurant customers by using anything from Google Analytics and heatmaps to surveys and interviews. Simplicity and speed were always in focus, and both customers and sales were involved throughout the development process.
The pre-study clearly showed that Spendrups had a completely different point of view on their e-commerce than its customers. Spendrups realized they could not get the customer experience they wanted in the existing CMS and understood the potential of using ”Pocket e-commerce” to support Spendrups field sales team.
Spendrups wanted to reduce the number of orders by helping the customer to make complete orders at once.
Specific customer requirements
In order to offer a top-notch B2B solution, important B2B functionality must be met. Everything from role manage- ment to customer-unique assortment, pricing and content. To make it easier for Spendrup’s customers the ability to buy certain items via pot or credits, ready-made order proposals (help the customer to order correctly based on order history), and the ability to choose delivery date including display of order deadline was important functionality.
Spendrups believes in best-of-breed and consequently chose a solution based on Norce Commerce and Sitecore. The integration between the systems enables much of the functionality and data contained within Norce Commerce to be administered inside Sitecore’s interface. The e-commerce solution also includes integration with the systems inRiver PIM and M3 business systems that already were in place. Following the pre-study, Nexer was responsible for the implementation of a fully automated flow from PIM systems and business systems to e-commerce engine and CMS, with optimized search- and user interface.
The e-commerce solution and selected complementary services meet the high accessibility requirement. The system is autonomous, which means the customers can use the web even if the ERP is shut down for maintenance. All product articles are retrieved from the business system, as well as customer-unique prices and assortments, and as soon as a product can be sold, it is displayed in e-commerce.
- Headless architecture that supports best-of-breed
- SaaS-service that provides outsourced responsibility for operation and maintenance, continuous upgrades and scalability with high accessibility
- Future-proof CMS and third-party services that can be exchanged at any time without affecting the core of the e-commerce
- Automated business logic to control assortment, product relations etc
- API-based platform enables smooth integration with other systems
- Customers can place their order in peace and quiet at any time of the day.
- The customer can easily pick previous orders and reorder with a simple click.
- The customer can save shopping lists with their favourite items, which facilitates ordering.
Today, Spendrups has a modern solution with automated flows between different systems, from PIM and ERP to e-commerce engine and CMS. The e-commerce is built to ensure the highest possible accessibility. The solution is future-proof and Spendrups can replace individual components without affecting the core of the e-commerce.
Efficient sales tools
User-friendly administration interfaces and functionality for roles and permissions simplify the work for those creating content for the e-commerce site. New tools have streamlined the work for sales and customer service employees. Customers get support faster and Spendrup’s employees a smoother everyday life.
Personalized customer experience
The entire customer experience has been taken to a whole new level and after logging in every customer today has their unique view. Assortment, prices, content, menus and search are adapted to the customer, which provides a personalized shopping experience.
The capability to add rich content to educate Spendrup’s beverage enthusiasts, in combination with a modern web design, contributes to a good user experience.
Positive customer response
Spendrups are very happy with the response to the e-commerce portal by its restaurant customers. The new e-commerce has received very positive feedback since its launch.
The portal has many tools that simplify the restaurant employee’s work routines and it strengthens the relationship with Spendrups. Today, customers can much more easily than before get support to place orders, look for previous orders and repeat orders.