Technology Ownership as Driver for Business Transformation
1st online brand
of Takkt AG in Europe
B2B Commerce ready to be disrupted
Digitization has lead to some radical changes in the B2C sector. Convenience has become key to many purchasing decisions. The empowerment of the customer has led to brands repositioning themselves in new customer-centric ways consisting of multiple digital touchpoints. Now the B2B sector is experiencing the same development. Digital commerce is expanding and replacing brick-and-mortar business models. New online key players are coming after many B2B retail sectors.
Alexander Ketzler, Managing Director at business equipment provider Certeo, told us that consequently they too were wondering if they wanted to continue on their current route or if they should gear up and brace themselves against the likes of Amazon Business and Office Depot.
To get a bigger slice of the business equipment market in Germany that Ketzler evaluates at roughly eight billion euros, Certeo decided to re-position their business and re-define their entire business strategy affecting key business areas including staff, location and technology.
In B2B very often delivery speed and value for money are crucial factors in deciding for a provider. Alexander Ketzler told us, “somewhere a new employee needs a new desk and the Office Manager simply wants a solution that is immediate and reliable. In terms of service, B2B clients also expect an easy way to contact the provider in case of questions about the product, delivery or unexpected changes. It’s all about access and convenience.”
Certeo needed to grow with speed and agility
Breaking out of their legacy company structure, also meant for Certeo to re-consider their technology setup with a leading software provider. The lack of agility in their former solution of 8 years had resulted in very slow feature additions. Adding new products took months and slowed down product portfolio expansion- a drastic impact on maximising profitability.
Moving towards technology ownership
Certeo realised that a simple shop system would not do for the re-positioning of the brand. Putting technology ownership at the forefront of the new strategy, Certeo decided for a highly individualised Spryker Commerce OS solution. Ketzler told us he appreciates that Spryker offers a comprehensive commerce power bundle consisting of state-of-the-art knowledge, wide e-commerce experience and a software that enables you to do what customers want. All of this happens on the premise that businesses are required to actively design their own path. Modules can be expanded or added based on customer relevance at any given point in time. Ketzler contrasts this approach to shop systems that provide a set solution. Launching new features or implementing individual requirements through those standard shop systems usually entails purchasing additional modules or waiting for major releases. The Spryker Commerce OS provides shorter release cycles and allows customers to fully own their technology while also being able to develop new features themselves.
Custom multi-store concept
Selling business equipment through international Certeo stores
Adapting business logic to the individual country stores for perfect customization
Offering products in the designated currency by country
Based on realising a customer-centric MVP for the re-launch, Certeo is fully committed to developing and testing additional features while now fully owning processes, data and technology.
“The Spryker Commerce OS does not take away the thinking process from the business owner. In contrast to what other e-commerce solutions promise, it makes you think about what is really relevant for the customer. It gives you the opportunity to quickly re-assess if your assumptions are correct”, says Ketzler. He appreciates the empowerment given to the entire team to easily build and test new initiatives to develop the customer experience with speed and flexibility.
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