Martin Braun- Better customer service and customer retention through a central point of contact
- Campaign management and expanded promotion engine
- Realization of up-selling and cross-selling potential
- Cost reduction in the sales organization
SAP Hybris online shop at Martin Braun
To offer even better service to its customers in the bakery trade, Martin Braun expanded its offering in the fall of 2017 with a SAP Hybris Commerce shop, fully integrated into SAP ERP. Customers of the Dr. Oetker subsidiary can now order products, see an overview of all invoices, and save individual shopping carts in the new portal. The new service has been very well received - after just six months, many customers were registered with the portal and were actively using it.
Martin Braun KG is one of the leading companies in the baking ingredients sector: The name recognition of the company exceeds 90% within the bakery trade. Founded in 1931, the company supplies bakeries, confectioneries, ice cream parlors, and the restaurant industry with bakery agents and essences. Previously, orders from customers were taken by the sales team via telephone or on site. This left hardly any time for sales to expand the business. The company's digitalization campaign aimed to change that: Martin Braun went looking for a suitable partner to support the company's digitalization plans. "We found Sycor's extensive e-business expertise impressive. But our 'good feeling' was the deciding factor – we knew that Sycor would be a good fit for us," says Jürgen Rosar, member of the Board at Martin Braun, explaining the initial situation.
Starting shot for the digital transformation
Seamless integration of the new online shop into SAP ERP and its future viability were especially important for Martin Braun. "The requirements for our new solution were developed in cooperation with the experts at Sycor. We described our challenges and jointly considered how to best overcome them technically. This was very insightful," says Rosar. At the end of the workshop series, it was decided that a module for customer-specific campaign management and the Assisted Service module for sales representatives would be needed as part of the solution, in addition to the ERP integration. A link to SAP PLM was put on the list of requirements as well. The SAP Hybris team at Sycor began programming the new SAP Hybris Commerce solution based on these specifications.
A portal for all customer concerns
Martin Braun's customers have been able to order products, get an overview of all invoices, and save individual shopping carts in the new shop since the fall of 2017. The numbers speak for themselves: After six months, many customers had registered with the portal and were actively using it. It is striking to note that more than 50% of users made their online purchases using mobile devices in 2018. This means that with its online shop, Martin Braun is meeting the needs of its customers, who can check their inventory levels with their tablet or smartphone, and reorder goods with ease. "We are very satisfied with our new solution. From project consulting to the go-live of our new online shop, working with Sycor was consistently positive. Our customers are enthusiastic about our new level of service as well," says Rosar in conclusion.
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