Old online store made it necessary to renew
Tingstad had long used an older online store, where neither the user-friendliness or the functionality met the standards of today. As a result, only five percent of sales went through the online store.
At the beginning of 2020, Tingstad began to look for an eCommerce provider that could take them on a digital transformation journey, and provide them with a new, complete eCommerce solution that was specially adapted for B2B.
It was important for Tingstad to start a long-term collaboration with a new supplier, which they believed in to help them into the digitalized future.
The Road to a Complete B2B eCommerce and PIM Solution
A new eCommerce solution and implementation of PIM was just one part of what Tingstad was looking for. They also wanted to work with a supplier who performed an analysis of their entire value chain, based on their goals and target groups for the business.
Tingstad's owners naturally expected a positive ROI for their investments. The insight phase, therefore, kick-started with a larger internal workshop, interviews of employees, and selected customers, and ended with a presentation of the findings and solution proposals.
The next step in the project was to find a good process for implementing the new DynamicWeb platform. Then it was essential to be able to reuse as much as possible of existing basic data in ERP, and establish good routines in the PIM work (with enrichment of products and variants) internally at Tingstad.
Tingstad has a diverse product mix, with a core business of fasteners, packaging and sealing. In addition, they have a lot of tools and accessories. With very many products, it is important not to underestimate the PIM work.
With over 30,000 different item numbers and a desire to complete a first version on a new website, online shopping and PIM in five months, there was no room for error. Work was quickly started to get product data into the PIM, and not least to ensure that the data came in correctly from the outset.
When the integration and PIM process had got off to a good start, the focus shifted to putting in place tailor-made adaptations and flow in the purchasing process in the new online store.
Close collaboration and good processes
Everyone who has been around for a while knows that it is about much more than just systems. Success can easily be lacking if the will to change is not followed up organizationally and other important success factors for success. Degree had the necessary approach
In November 2020, the first version of the new online store was launched. To reduce risk, the launch was carried out gradually. We published a version at a temporary secret URL that was linked to the production backend, where many internal tests were run. Here, some selected end customers were invited to make real purchases, with subsequent adjustments based on their experiences.
The number of customers then increased gradually, which resulted in a good capacity to handle feedback, assess changes and make small adjustments.
The next step in the collaboration between Tingstad and Degree is to start up campaigns and specify the next phase based on feedback and lessons learned from phase one.