Solution: B2B E‑Commerce Industry: Production

150% Increase in Conversion Rate With New B2B Platform

Growth online revenue
<commerce.transformed>
Increase in conversion rate
<conversion.increased>
Improved Customer Experience
<customers.enabled>

The Challenge

Pneumat Systems is Poland's largest distributor of pneumatics. In its Wrocław headquarters the company also manufactures a range of products related to pneumatics and industrial automation, including flagship pneumatic actuators. For 45 years it has not only been creating modern technological solutions, but also supporting academic circles. The company offers more than 160,000 products. Additionally, the company offers a precision personalization service for each product.

Initially, the company only worked with business partners through cooperative agreements, and the full range of products was only available to users registered on a closed shopping platform. However, starting in 2019, the organization opened its sales platform to allow all companies and businesses free access to its products and offerings. As a result, it was necessary to create a fully customized platform that enables the attractive presentation of Pneumat's unique offerings. A platform that had to take into account the specific needs of the technical customer and therefore a completely individualizsed customer experience.

  • First and foremost Pneumat needed a modern B2B platform to support all their business partners.
  • As Pneumat enables advanced product customization one of the key requirements was to create advanced product configurators that allow input of multiple variables.
  • The recommended solution had to be seamlessly integrated with other internal customer systems such as ERP and PIM.
  • Since B2B sales are made in many foreign markets, it was critical that the products could be offered in multiple countries in different languages with dedicated terms and conditions (including multi-currency for the e-commerce system).
  • Contractors also needed the ability to export reports in XML format for implementation in their own systems.
  • The new platform was also an opportunity to increase administrative capabilities, better control account permissions, and provide both administrators and content teams with more opportunities for change in key areas such as SEO.
Mateusz Waligóra
E-commerce Manager
Pneumat

"Pneumat is an elaborate structure consisting of over 160 thousand product pages. However, only about 4 thousand pages are indexed. This is a conscious strategy. Such action allows the company to effectively position the site, bringing more than 70% of traffic from organic search results. This is possible thanks to a number of dedicated functionalities embedded in the Unity.Commerce engine, which have been developed over the years by Pneumat in cooperation with specialists from Unity Group."

The Solution

  • We implemented a B2B platform based on our own Unity.Commerce technology, integrated with existing ERP, PIM and WMS systems.
  • We created an advanced configurator that allows the customer to create products on their own, based on values selected by them, along with the necessary data, such as the time of execution of a particular product and production capacity.
  • We added important solutions for institutional customers: a flexible XLS file generator, common company order lists, individual trade credits and dedicated purchasing matrices for individual customers.
  • We introduced five language versions based on integration with Google Translate, which will allow for free business development in additional markets in the future.
  • In order to relieve the warehouse from morning order peaks, we enabled the introduction of special sales offers during hours when sales were lower (the "Night Brands" promotion, which runs daily from 6:00 p.m. to 9:00 a.m.), allowing us to better balance the warehouse and optimize the shipping process.
  • We enabled the use of data from the company's internal systems to accurately display information about the number of available units and expected delivery times from our own and suppliers' warehouses.
  • We implemented the ability to split orders into parts, with different delivery methods, addresses and deadlines, while maintaining a single payment.
  • During the development of the solution for Pneumat, we made sure that it took into account all the customer experience requirements known from the best market e-commerce while maintaining specific functionalities related to the technical market in the B2B sector.

The Result

Payments Streamlined
One payment can cover multiple orders and deliveries, greatly enhancing ease of use.
<experience.optimized>
Real-Time Customization
Advanced configurator gives customers times & availability on the fly.
<customers.enabled>
Costs Saved
Thanks to scalability of AWS, costs are kept in line with usage.
<performance.scaled>
Language Automation
Automated translations ensure a time and cost-efficient way to update foreign markets.
<tasks.automated>
125%
More Online Revenue
The new system has been met positively by customers, leading to increased purchasing activity.
<commerce.transformed>
Future-Proof System
Thanks to language support, configurators and scalable servers, Pneumat needs minimal effort to enter new markets.
<expansion.enabled>
Improved Customer Experience
With the changes implemented, customers can more easily order exactly what they need.
<customers.enabled>
100% Connected
Unity.Commerce is integrated with all systems, including third-party warehouses, to ensure data isn’t lost.
<systems.integrated>
Mateusz Waligóra
E-commerce Manager
Pneumat

"The redesign process required not only changes in UX/UI (including implementation of responsiveness) and in overall Customer Experience, but also deep changes in data structure. Pneumat product range is a huge number of products, which are characterized by multiple variants. During the work on the new version of the website, a new level of the product structure was added – group product pages. This, combined with changes related to the internal search engine, significantly facilitated the search for products and shortened the path of purchase of users."

We Can Help You
As Well

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