Enzio Manufacturing

One of the biggest stumbling blocks for any B2B manufacturing brand is manual, bulky, costly business operations. Most operational processes of the Client relied heavily on verbal communication, paper, and spreadsheets, which limited the speed and scalability of the manufacturing. The company was ripe for a digital revamp.

After a deep discovery phase and a few weeks of stakeholder interviews, Elogic came up with a manufacturing digital transformation roadmap. The Client has set rather ambitious goals, so the roadmap included the following:

→ the overview of as-is and to-be states of the business

→ customer journey map to foster new ecommerce flows

→ recommended tech solutions that will bring the Client from a non-existent to a mature stage of digital transformation for manufacturing

→ a step-by-step plan with a WBS (work breakdown structure) and a budget to implement the project

The new digital strategy also suggested replatforming to a new solution and a microservice architecture, with a predicted benefit of generating millions in savings on the total cost of ownership (TCO). The new website on a digital transformation roadmap for manufacturing would be also easier to maintain, while improved UX would favor conversion in the long-term perspective.

After careful consideration, the Client went for migration from their legacy solution to a next-gen commercetools platform.

The principal obstacle for moving forward was the fact that the customer used a legacy architecture for its store, known to cause problems with scaling. The processes were, in fact, so interconnected that the very employees managing the system often found it intimidating. 

Moving from legacy architecture to microservices was the optimal choice for the Client, who spent millions on paying the license fees and rolling out custom features every time they needed to improve UX. The commercetools MACH (microservice-based, API-first, cloud-native, and headless) architecture allowed for increased flexibility and scalability.

Part of the problem at the start was that the Client’s store data was not syncronized between an ERP and an ecommerce system. As a result, orders could get lost, it was hardly possible to track inventory in real time, and customers would just drop as the system mistakenly displayed items as being out of stock. 

Integrating a new commercetools platform with the SAP ERP system was part of the scope of the project, allowing for clearer management processes. Now the Client has a better view of customers and orders; products display real-time availability data; and invoices and shipping are easily tracked. Needless to say, the overall customer conversion rate and employee productivity increased like never before.

Another advantage that came with replatforming was the chance to revamp the website design for improved visibility. Enhanced UI/UX based on customer insights and buyer’s journey built a more intuitive navigation for B2B clients. 

The Client has finally ditched its paper catalogs and implemented an easy-to-use product and catalog page with the correctly designed interface and smart tagging.

The Client, being a B2B company, made a specific emphasis on how they wanted browsing to work with their industry specifics. Unlike your average consumer searching for a fun T-shirt, the B2B customer does not scroll through goods for leisure; they need optimized search even more than the FMCG buyers.

Thus, new search and browsing features were complemented with AI capacities. The integrated Algolia tool now delivers more relevant search results even if the user types in misspelled or wrong words. The products and prices are also sorted based on customer groups, and registered users can reorder their previously purchased items without searching for the product.