Digital transformation in e-commerce channels

The customer in the centre of attention – this has been one of the basic assumptions of Śnieżka’s strategy for many years. What does it mean in practice today?

We strive to ensure that each customer has better and better experiences in working with us – from the stage of information search about products, through the selection of the sales channel, to the order, delivery and after-sales service.

To achieve this objective and act in line with the trends in sales digitization, we need modern tools that enable a precise analysis of the purchasing preferences of individual groups of our customers. This allows us, inter alia, for personalized offer and better communication right from the first contact.

Was the implementation of SAP software necessary to improve the customer experience?

Yes. The IT tools we previously took advantage of, had the so-called distributed architecture. Managing information about customer decisions was carried out by numerous tools and limited, inter alia, the personalized offer. This was evident, for example, in the area of e-commerce.

Why?

Before the digital transformation, we operated simultaneously in four online sales channels, one for each of our brands: Magnat, Śnieżka, Vidaron and Rafil. At the time, we thought it was the best solution. However, as part of the “Change IT” project, we decided to integrate them in one online store – dekoratorium.pl. Currently, the store offers products of all the above-mentioned brands. SAP tools contributed to this change.

How did customers benefit from it in practice?

First of all, we can offer them a wide range of products in one place – from decorative paints, through agents for the wood protection and decoration, to professional products. In addition to a larger selection of Śnieżka’s products, the store also offers tools necessary for renovation, such as brushes and rollers. Ensuring the full range of products in one place provides the customer with more convenience and comfort while shopping.

At dekorarotium.pl, we also use the option of personalized offer and automatic recommendation of suggested products for all users registered with us.

And what is this convenience from the IT perspective?

The system enables to collect information about the user logged and hence it remembers what products were viewed by them before, what the history of their purchases is, what their profession is and what group they are classified in – e.g. a large distributor of our products, a contractor, or maybe an individual customer intending to carry out renovation.

Consequently, we know the needs of a given customer and we are able to propose a solution best tailored to them. Those responsible for customer service find it as a great advantage of new solutions.

How did the implementation of SAP software affect customer service in the online channel?

The process automation allowed to improve service. From placing an order, through its verification, transfer of the order to the warehouse, shipping, to invoicing – everything is less time consuming. We find it more convenient and the customer benefits from faster receipt of goods.

Have these changes translated into sales increase in the online store?

The interest in our offer has increased noticeably. External circumstances played crucial role in this: the final implementation coincided with the onset of the pandemic. Like all e-commerce, we take advantage of the online shopping popularity trend, and the solutions implemented literally a moment earlier helped us handle a larger number of orders.

Importantly, we focus on ensuring that the customer is professionally handled in each channel. Regardless of where they start their search for a suitable product

To put it simply, is it a situation in which a customer views a product on the Internet and then buys it in a brick-and-mortar store?

Precisely. Market research shows that the so-called the ROPO effect (Research Online, Purchase Offline) in our industry is very strong. Therefore, it is vital that a potential customer looking for information on the Internet receives full, professional and tailored knowledge about the product. The customer then decides how they want to do the shopping, and we do not compete with our distributors on price. At this stage, we wanted to take care of their good experiences with our brands.

What does it mean that the information about the product is to be tailored to the customer’s expectations?

Prior to commencing the digital transformation project, we conducted research that clearly confirmed that customers in individual groups differ significantly from each other. For example, customers who use our products, i.e. consumers and contractors, expect full, plain-language information about the product. On the contrary, B2B customers, i.e. wholesalers or stores, primarily look for sheets with detailed technical data to be downloaded directly from the website.

Thus, when rebuilding the website, we aimed at ensuring that each user, after logging in, could take advantage of the best UX (user experience) solutions for them. Even if they decide later to buy a given product elsewhere.

You have also facilitated the communication management via the contact form.

Owing to SAP solutions, messages from contact forms on our various websites go directly to the customer service department, which ensures a quick response for the customer. Earlier, due to the dispersion of systems and tools, we did not have such an opportunity.

We have also improved communication with customers in newsletters. The new tools make it easier to manage the content of e-mails, their sending to individual groups of customers, as well as the subsequent analysis of the mailing effectiveness.

What about the so-called GDPR consents?

We have also introduced changes in this regard – customers are able now to manage their consents to the processing of personal data with greater ease. For example, if a customer subscribes to newsletters on several of our websites and wants to revoke all consents to receive messages, it is enough to do so in one clearly indicated place. It also prevented the company from a risk that a user who revoked consent in one place would receive unsolicited messages from other websites.

It is worth pointing out here that thanks to SAP software, it is also easier and safer to manage mailing databases, which we use for internal communication. And this enables to provide employees with better suited messages, for example in line with their positions, and also eliminates the risk of unauthorized access to protected data.

How do you intend to develop the area of e-commerce activities based on new IT tools?

We will certainly expand our knowledge of customer needs using modern data analysis solutions. For example, we can already thoroughly examine the sales potential in individual regions of the country.

The use of SAP tools allows you to comprehensively manage the process of collecting and analysing their results. The fact that data goes to the system in real time allows us to quickly analyse and make accurate business decisions. It also provides us with full knowledge about the effectiveness of our business partners’ activities.