Digitalisation of sales
for the spice trade
With the implementation of the B2B online store using Shopware 6, we have set up a digitalised, automated and search engine-optimised sales platform for Lay Gewürze that features centralised and high-quality product data.
Digital and automated B2B sales platform with Shopware 6
Lay Gewürze was looking for a tailored solution in e-commerce to digitalise and optimise its sales.
The aim was to create both a digital sales platform and a modern web presence. In addition, the solution was to be combined with a modern PIM to centralise all product data and increase the quality of product information. The new sales channel should automate a large part of the ordering processes to relieve the company's back office and increase sales.
Through digitalisation, Lay Gewürze also aimed to achieve more efficient order processing by reducing the need for manual order entry by email, telephone or field service appointments.
Optimised sales processes using business intelligence
Lay Gewürze GmbH was seeking a partner to help optimise sales processes by integrating a Business Intelligence tool. The company wanted a B2B sales platform that would always be digitally accessible to all sales representatives and clearly present current sales figures to enable comprehensive business analysis.
Optimisation of digital ordering options with Shopware 6 for innovative B2B sales
In a workshop, we jointly defined the central requirements for the implementation, based on which we decided on the Shop 6 Enterprise version as the best solution for Lay Gewürze. We successfully integrated the company website with the new B2B store using the CMS functionality "Worlds of Experience". This not only created a new sales channel, but also a uniform corporate presence to strengthen the brand’s presence.
To improve the quality of product information, we implemented Akeneo's PIM, replacing the decentralised management of product data and creating a uniform database. This process included the migration of product data from the ERP system (MKS Goliath) and its consolidation. A middleware (Lobster) was implemented to exchange data with the Shopware platform.
To increase the visibility and reach of the online store, we optimised it through SEO measures. This included keyword analysis, restructuring of categories, improving page loading speed and the optimisation of image descriptions.
Efficient B2B sales display with Metabase: successful integration and individual dashboards for sales representatives
To combine all relevant data for the realisation of the desired B2B sales platform, we seamlessly integrated the database of Lay Gewürze's ERP system into the BI tool Metabase. By using Metabase, a free open-source program, we have created a platform for evaluating and analysing digital sales and at the same time ensure that the online store can be updated.
Metabase combines database tables for the precise display of data reports. This has given each sales representative an individual dashboard that displays sales figures and cumulative turnover. Thanks to the clear assignment of the tables created, each sales representative can only access their own sales figures.
Optimised data-based sales through the successful synergy of Shopware, Akeneo and Metabase
The new Shopware 6 online store digitises the sales of Lay Gewürze and strengthens the B2B business in the food industry in the long term. As part of the digital strategy, sales representatives and business customers directly involved in sales can process their purchases at any time via this newly created sales channel.
On the one hand, the online store offers flexible ordering options and special customer-specific blends via the customer account. On the other hand, Shopware 6's B2B suite enables sales representatives to log in, view conditions and place orders, simplifying and automating the sales process. This leaves more time for customer care and acquisition. In addition, the use of Akeneo as a PIM ensures platform functionality by centrally managing and consolidating all product information. The optimisation of data quality makes it possible to offer a better customer experience and increase sales figures. To reinforce this effect, the spice manufacturer also received advice on SEO and usability.
By integrating the BI tool Metabase, Lay Gewürze could also gain in-depth insights into its sales and marketing strategies to create a solid, data driven decision-making foundation for sales representatives and their customers. Sales staff benefit from the daily updated and clear presentation of the relevant sales figures. The new back-end dashboard, which can be accessed at any time, eliminates the need for the previous monthly manual reporting by each sales representative. The use of BI thus optimises the sales processes in e-commerce marketing. The sales display also provides key sales figures and filter options for additional analyses. The optimised use of data therefore ensures continuous performance optimisation of the already digitised sales processes and ultimately contributes to sustainable business success.
»With the Shopware 6 solution and Akeneo as PIM, we have built a new sales channel with igniti, which includes everything we need for a modern online shop.«
Digital, efficient and user-friendly – Lay Gewürze’s new sales platform
- Merging of online shop and previous website
- Strategic development of a digital sales channel
- Use of Shopware 6 as e-commerce platform
- B2B suite as a feature for more functionality for sales staff and customers
- Linking of data streams to ERP and PIM via middleware and process optimisation
- Structured product presentation for improved user experience
- Training of employees and key users to use the PIM
- Strategic SEO with keyword analysis and OnPage optimisation
- Optimisation of sales with business intelligence
