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ESA Builds a Flexible Digital Commerce Capable of Reacting Quickly to Customer Demands
By migrating to Spryker’s composable B2B commerce solution, ESA replaced its legacy ERP and e-commerce systems to streamline sales, adapt quickly to customer demands, and future-proof its digital ecosystem.
ESA Builds a Flexible Digital Commerce Capable of Reacting Quickly to Customer Demands
By migrating to Spryker’s composable B2B commerce solution, ESA replaced its legacy ERP and e-commerce systems to streamline sales, adapt quickly to customer demands, and future-proof its digital ecosystem.
70%
Of sales through the webshop
8000+
Orders per day
352M€
Annual revenue
500000+
Products
Introduction
Increasing Customer-Centricity and Revenue
With around 70 percent of ESA sales transacted via their E-shop, digital commerce is their most important sales channel. However, the complexity of their business, which involves many data, storage, and delivery process attributes such as product availability, variable prices, discount rules, and locations, means they have high demands for their e-commerce platform. For this reason, ESA was looking to unite all these processes and attributes into one system. By migrating to Spryker, they have laid a foundation for a sharper customer focus and optimized journey with the goal of generating increased sales, range, and, ultimately, customer satisfaction. Specific objectives were to decrease the purchase cancellation rate and improve the tracking of user behavior.
Company
A Legacy of Leading in B2B
ESA, a purchasing organization for the Swiss automotive and motor vehicle industry, was founded in 1930 as a B2B wholesale cooperative that supplies consumer and capital goods. They have 7,000 affiliated companies among their members and comprise a range of around 500.000 products. Furthermore, ESA offers its members project planning and financing services as well as training
Challenge
Replacing an Outdated and Inflexible ERP System
When ESA's previous ERP system reached its limits with new customer demands, it could no longer keep pace with market developments or individual customizations. This system, which had been developed over many years, had to be replaced entirely. For ESA, connecting a new ERP system to the old shop or implementing a new shop in the old SAP system would have posed a real challenge in terms of integrating a range of interfaces.
Standard software was also out of the question due to a lack of flexibility. That's why they decided to start from scratch, replacing the entire shop system with Spryker, in an effort to make the migration process less time-consuming and cost-intensive overall.
Solution
A System that Adapts to Individual Customer Requirements
ESA deliberately decided against using standard software to preserve the option to advance and steer processes themselves. The modular architecture of Spryker makes it possible to adapt and adjust their long list of attributes using Spryker's Glue API to implement external interfaces—which at ESA were primarily the SAP system for price and availability information, a PIM connection for product information, and a connection to the Marketing Automation Suite.
The Glue API is designed in such a way that it can be used as a contact point between Spryker's back-end and any touchpoint, integration, or third-party system, making it possible to reliably interconnect their entire ecosystem. When it comes to connecting new touchpoints, ESA internally retains the option of establishing connections at any time with front-end devices such as native apps, IoT, bots, and voice assistants in order to react quickly to new customer demands.
“ At peak times, we record, on average, 4,000 to 4,800 orders a day. And there are always surges and spikes, like just before the order cutoff time, when all of our customers log in at once. And with 8,000 users, as we have in the shop, that can mean a fair amount of traffic. Our shop system must be able to handle this surge in demand. ”
Gérard Georges,Division Manager Marketing Business Development
Results
Streamlining Sales Across a Diverse B2B Ecosystem
Spryker B2B suite serves as a solid foundation because it safeguards modularity and flexibility. Thanks to this partnership, ESA has the flexibility to drive forward development itself and to ensure that it has the freedom to decide the future direction of the platform. Positive results from the migration have been evident—there have not been any down days since launch, which was a normal occurrence on the old shop system due to seasonal order volumes.
Our Partner
Digital Transformation Enabled by Nexus
As a leading German digital agency that operates under the guiding principle of "Do more together," Nexus develops sophisticated digital platforms for B2C and B2B customers of different sizes and across various sectors. More than 100 experts support companies in the back- and front-end development, Digital Transformation, Creative Services, and IoT Implementation divisions. Nexus specialists contributed significantly to the success and the speed of the ESA relaunch.
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