The food wholesaler Gunz already had an online ordering platform for its business customers from the food retail trade before the introduction of the IconParc e-commerce solution. Weak performance and the implementation of search and ordering processes led to the idea of replacing the platform in order to achieve a significant increase in customer acceptance. In addition, there were many telephone or fax orders that had to be manually transferred to the ERP system. This, in turn, was costly and error-prone due to the media disruption. In addition, the then IT service provider had announced that it would change its company orientation and therefore no longer support the ordering platform.
Gunz therefore developed the plan to strengthen the loyalty of his business customers by significantly increasing the benefits of the online channel. On the strategic side, this would also counteract the risk of individual product manufacturers turning directly to retailers with their own digitization projects, bypassing the wholesale trade.
In order to really convince retailers, the entire ordering process should function with maximum efficiency, clarity and speed. In particular, it had to be taken into account that the distribution takes place in more than 100 countries - with a highly customer-specific price model, country-specific assortments, many special cases and exceptions.
the digital transformation
The IconParc team conducted a comprehensive investigation into how retailers prefer to shop. Based on the insights gained during the analysis phase, we developed a purchasing process that was optimized exactly for this purpose, making ordering extremely convenient and fast - even for many orders, some of which involve several hundred items.
Since the introduction of the IconParc e-commercesolution, Gunz employees have also been using it to record telephone and fax orders. For customers, it seems as if they had ordered online themselves. The office staff, on the other hand, know the e-commerce platform so well that they can support customers effortlessly and with conviction when using it.
Several server systems are used to ensure maximum performance and availability at all times. The TurboCart module enables lightning-fast shopping baskets with hundreds of order items. Multilingualism, national currencies etc. are of course also part of the international solution for Gunz. And very important:
Customer-specific assortments, prices and availabilities
the system determines each ad hoc and displays them without delay.
The new Gunz e-commerce platform is available 24x7 and offers outstanding performance. Liquid ordering from the customer-specific assigned assortment and with individual prices is now possible at any time -
even with hundreds of items in an order.
More and more buyers are switching from telephone and fax orders to faster and more convenient online ordering. This saves personnel costs for Gunz, increases customer loyalty through satisfaction, which in turn strengthens the image of the food wholesaler.
Sales have developed even better than initially forecast - Gunz is well prepared for further growth.
Since the go-live in September 2015, new ideas have been continuously developed and implemented in the context of further expansion stages of the B2B solution ... to be continued.