B2B2C: So geht perfekte Customer Experience im eCommerce

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tag-sybit displayed_partner-sybit displayed_authors-sybit" itemscope itemtype="http://schema.org/NewsArticle"> <section class="wrap-article-content"> <header class="entry-header"> <h1 class="entry-title" itemprop="name">B2B2C: So geht perfekte Customer Experience im eCommerce</h1> <div class="entry-author-date"> <a href="https://www.silicon.de/autor/sybit"><span class="author vcard">Sybit</span></a>, <span class="date"><time class="entry-date" datetime="2022-03-21T15:00:01+01:00" itemprop="datePublished">21.3.2022, 15:00 Uhr | Aktualisiert am 21 April 2022, 14:30</time></span> </div> <div class="entry-tools"></div> </header>  <div class="articleWrapper"> <div class="entry-social-v3 postID-41692531" data-postid="41692531"> </div> <div class="imageTitleWrapper"> <picture class="img"> <source srcset="" media="(min-width: 1080px)"> <source srcset=""> <img width="" height="" class="lazy-load " data-src="" data-srcset="" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" srcset="" alt=""> </picture> </div>  <section class="article-content" itemprop="articleBody"> <div class="entry-special">Präsentiert von <a href="https://www.silicon.de/advertiser/sybit">Sybit</a></div> <div class="entry-excerpt"><p>Eine neue eCommerce-Plattform mit PIM und Online-Konfigurator bei SIEGENIA bringt weit mehr als gesteigerte Umsätze im Webshop.</p> </div> <div class="entry-content"> <p><img decoding="async" class="lazy-load alignnone wp-image-41692532 " src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-src="https://www.silicon.de/wp-content/uploads/2022/03/md_schiebetueren_oeffnungsarten_head.jpg" alt="" width="360" height="183" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-srcset="https://www.silicon.de/wp-content/uploads/2022/03/md_schiebetueren_oeffnungsarten_head.jpg 1200w, https://www.silicon.de/wp-content/uploads/2022/03/md_schiebetueren_oeffnungsarten_head-250x127.jpg 250w, https://www.silicon.de/wp-content/uploads/2022/03/md_schiebetueren_oeffnungsarten_head-684x348.jpg 684w, https://www.silicon.de/wp-content/uploads/2022/03/md_schiebetueren_oeffnungsarten_head-150x76.jpg 150w, https://www.silicon.de/wp-content/uploads/2022/03/md_schiebetueren_oeffnungsarten_head-768x390.jpg 768w" sizes="(max-width: 360px) 100vw, 360px" /></p> <p>Ob Fenster-, Tür- und Komfortsysteme, <a href="https://www.zdnet.de/88399745/die-beste-digitale-ausstattung-fuer-den-alltag/">Smart-Home-Anwendungen</a>, Lüftungstechnik oder Einbruchschutz: SIEGENIA treibt Innovationen voran, um das neue zu Hause ganzheitlich zu beleben. Die Kunden von SIEGENIA sind dabei so vielfältig, wie die Produkte des Unternehmens: Zwischen dem Beschlagsspezialisten und seinen Endanwendern liegen diverse Berührungspunkte mit Geschäftspartnern wie Verarbeiter, Händler, Fachunternehmen oder Architekten. SIEGENIA setzte sich zum Ziel, die <a href="https://www.silicon.de/41693172/online-shop-optimierung-mit-ecommerce-masterclass">Customer Journey</a> jeder einzelnen Kundengruppe digital neu zu gestalten und dabei die internen Geschäftsprozesse zu optimieren. Gelungen ist das mit dem Aufbau einer neuen eCommerce Plattform auf Basis von SAP Commerce und dem Partner Sybit. Das Resultat war weit mehr als gesteigerte Umsätze im Webshop.</p> <h2>Die Ausgangslage</h2> <p>Die Wege von der Bestellung bis zur Lieferung waren bereits vor dem Projekt grundsätzlich digitalisiert. Es gab einen Webshop für Ersatzteile und einen zusätzlichen Shop für Lüfter. Konfigurierbare Produkte wurden per PDF-Formular bestellt, das dann intern über den Vertrieb seinen Weg in die Produktion fand. Das Problem: Es gab kein integriertes Konzept, keinen ganzheitlichen digitalen Flow der Prozesse. Auch intern war keine zentrale Datenbank über Produkte verfügbar. Die Folge waren Effizienzverluste, Geschwindigkeitsdefizite, Fehleranfälligkeit und eine nicht optimale Customer Experience. So entstand der Wunsch nach einem integrierten Shopsystem, das vollständig an SAP angebunden ist, und das Kunden alle relevanten Informationen und individuelle Preise anzeigt – inklusive digitaler Konfiguration und Bestellfunktion. Das Produkt, mit dem all das seinen Anfang nehmen sollte, war schnell gefunden: Die COMFORT UNIT. Sie umfasst alle Komponenten einer komplexen Hebe-Schiebe-Tür-Anlage, von deren Beschlag, Bedienelementen bis hin zur maßangefertigten Bodenschwelle.</p> <h2>Die Ziele</h2> <p>Um die optimale Customer Experience zu erreichen, setzte sich SIEGENIA drei grundlegende Ziele:</p> <ol> <li>Digitalisierung und Automatisierung von Auftrags- und Bestellprozessen                                → national/international</li> <li>Verbesserung der Services für Kunden entlang der Customer Journey → Webshop</li> <li>Digitalisierung des Produktportfolios (PIM) → Product Base</li> </ol> <p><img decoding="async" loading="lazy" class="lazy-load alignnone wp-image-41692533" title="" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-src="https://www.silicon.de/wp-content/uploads/2022/03/Shop-scaled.jpg" alt="" width="366" height="244" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" data-srcset="https://www.silicon.de/wp-content/uploads/2022/03/Shop-scaled.jpg 2560w, https://www.silicon.de/wp-content/uploads/2022/03/Shop-250x167.jpg 250w, https://www.silicon.de/wp-content/uploads/2022/03/Shop-684x456.jpg 684w, https://www.silicon.de/wp-content/uploads/2022/03/Shop-150x100.jpg 150w, https://www.silicon.de/wp-content/uploads/2022/03/Shop-768x512.jpg 768w, https://www.silicon.de/wp-content/uploads/2022/03/Shop-1536x1024.jpg 1536w, https://www.silicon.de/wp-content/uploads/2022/03/Shop-2048x1365.jpg 2048w" sizes="(max-width: 366px) 100vw, 366px" /></p> <h2>Das Ergebnis</h2> <p>Der Schwerpunkt im ersten Teil des Projektes lautete: Eine digitale Plattform für den Vertrieb der COMFORT UNIT aufbauen, national wie auch international. Die Mehrwerte der neuen Plattform für die COMFORT UNIT: Verarbeiter können nun selbst fehlerfrei die gewünschte COMFORT UNIT konfigurieren. Nach der Bestellung läuft der Prozess komplett automatisch über die Plattform in das ERP-System. Von dort wird die Produktion, der Versand und die Abrechnung angestoßen.</p> <p>Der zweite Schwerpunkt im Projekt lag darin, aus den beiden reinen B2B-Anwendungen für Lüfter- und Reparaturservices einen ganzheitlichen Webshop für Business- Kunden (B2B) und Endkunden (B2C) zu erstellen. Die Mehrwerte der neuen Plattform: Mehr neue Kunden konnten schon jetzt gewonnen und die Bestellungen insgesamt deutlich gesteigert werden – durch die bessere Internationalisierung insbesondere aus dem Ausland. Und das alles ohne zusätzliche Personalkosten.</p> <p>Im Laufe der Projektarbeit wurde entschieden, dass PIM ein eigener Bereich auf der Plattform werden soll, um so eine zentrale Produkt-Informationsplattform für Kunden und Mitarbeiter zu schaffen. Die Mehrwerte des neuen Product Base: Vollumfängliche Möglichkeit zur Produktrecherche für Kunden, Interessenten, Partner, Lieferanten und eigene Mitarbeitende.</p><div id="read-more-1"> <span> Lesen Sie auch : </span> <a id="read-more-link-1" href="https://www.silicon.de/41693172/online-shop-optimierung-mit-ecommerce-masterclass">Jetzt kostenfreie Teilnahme gewinnen: Online-Shop-Optimierung mit eCommerce Masterclass</a> </div> <p><em><strong>Lesen Sie jetzt</strong> <a href="https://whitepaper.silicon.de/?post_type=resource&p=19232&preview=true">„Alles neu 2022? Von Trends und Erfolgsfaktoren im B2B eCommerce“ und erfahren, welchen Trends und Erfolgsfaktoren auch SIEGENIA folgt.</a></em></p> <h2>Die Vorteile</h2> <p>Welche Lösung dafür genutzt wird was daraus für Vorteile entstehen, fasst Richard Schäfer, eCommerce-Manager bei SIEGENIA, so zusammen: „Technisch gesehen nutzen wir SAP Commerce. Wir haben das Ganze bei uns voll integriert. Die Basis des Webshops ist immer noch das SAP ERP. Wir sind da sehr stark connected. Vor allem auch im Bereich der konfigurierbaren Artikel. Natürlich wurden in der Eingangsphase auch andere Commerce Systeme betrachtet, das muss man fairerweise dazu sagen. Aber in der Tat war ein Hauptaspekt zu sagen, wir möchten die Connection zu dem SAP ERP haben. Für uns ist entscheidend, dass die Systeme stark miteinander kommunizieren. Wir glauben auch, dass Variantenkonfiguration in SAP Commerce deutlich besser funktioniert. Das war ein Pluspunkt, weshalb wir uns für dieses System entschieden haben. Ein weiterer sehr wichtiger Aspekt war dann noch das Thema PIM, also dass SAP Commerce auch ein PIM-System in sich mitbringt. Die Lösungen sind grundsätzlich alle vernetzt. Kunden können also mit einem einfachen Zugang zur Plattform alle relevanten Informationen zu einem Produkt selbst recherchieren, sprich, technische Informationen, aber auch technische Anleitungen, wie Montage oder Bedienungsanleitungen. Und in gewissen Bereichen wie bei den Ersatzteilen, können Kunden die Produkte auch sofort kaufen.“</p> <h2>Die Zukunft</h2> <p>SIEGENIA setzte bei seinem Projekt auf Methoden und Tools, die heute als harte Erfolgsfaktoren im eCommerce gelten. Zusätzlich folgt das Unternehmen mindestens drei Trends, die unter B2B-Unternehmen immer stärker an Einfluss gewinnen.</p> <p><strong>Lesen Sie jetzt</strong> <a href="https://whitepaper.silicon.de/?post_type=resource&p=19232&preview=true">„Alles neu 2022? Von Trends und Erfolgsfaktoren im B2B eCommerce“ und erfahren, welche das sind!</a></p> <p><em><strong>Eine detailliertere Beschreibung des Erfolgsprojekts von SIEGENIA,</strong> <a href="https://www.sybit.de/downloads/success-story-siegenia-e-commerce">inklusive Projektvorgehen mit Sybit, Zeitabläufen und Beschreibungen der konkreten Lösungen und Features, finden Sie hier. </a></em></p> <p> </p> <p> </p> </div> <div class="visibility-end-of-article"></div> </section> </div> <footer class="entry-meta"> <div itemprop="image" itemscope itemtype="https://schema.org/ImageObject"><meta itemprop="url" content=""><meta itemprop="width" content=""><meta itemprop="height" content=""></div><div itemprop="publisher" itemscope itemtype="https://schema.org/Organization"><div itemprop="logo" itemscope itemtype="https://schema.org/ImageObject"><meta itemprop="url" content="https://www.silicon.de/wp-content/themes/kamino/assets/images/favicons_silicon/mstile-70x70.png"><meta itemprop="width" 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