Dahl Sverige AB

Dahl Sweden improves e-commerce experience with smarter commerce

Published on 26-Aug-2013

"We want our customers who shop online to see the eShop not only as a place for purchases but also as a place for communication and collaboration. One of the ways we enhanced the customer experience was through smarter search capabilities." - Jonas Widegren, Web Master, Dahl Sweden

Customer:
Dahl Sverige AB

Industry:
Consumer Products, Industrial Products, Retail

Deployment country:
Sweden

Solution:
Mobile, Smarter Commerce, Smarter Planet

IBM Business Partner:
Fiwe Systems and Consulting

Overview

Based in Stockholm, Dahl Sverige AB is a wholesaler and distributor of plumbing, heating, industrial and construction materials as well as related tools, supplies and services. A division of the French industrial group Saint-Gobain, the company employs approximately 1,000 people and operates 64 sales outlets called DahlCenters across Sweden.

Business need:
The company sought to increase online sales and improve customer satisfaction across channels by enhancing site functionality, especially for mobile users. It also wanted to gain new customer insight that would allow it to tailor customers’ online experiences to their specific needs.

Solution:
A construction supplies wholesaler and distributor in Stockholm increases sales and gains insights needed to target customers with personalized campaigns when it engages IBM Premier Business Partner Fiwe to design and implement an e-commerce platform built with IBM WebSphere software and supporting a new cross-platform mobile app

Benefits:
With IBM WebSphere Commerce, Dahl established a seamless, cross-channel shopping platform that supports company growth and brand expansion. By supplying contextually relevant and personalized content to customers with enhanced search capabilities, the solution delivers a smarter and more engaging buying experience that has helped increase e-commerce traffic, online sales, brand awareness and customer satisfaction.

Case Study

Customer background

Based in Stockholm, Dahl Sverige AB is a wholesaler and distributor of plumbing, heating, industrial and construction materials as well as related tools, supplies and services. A division of the French industrial group Saint-Gobain, the company employs approximately 1,000 people and operates 64 sales outlets called DahlCenters across Sweden.

Business challenge

To fully capitalize on its electronic commerce potential, Dahl needed to replace the online store it had developed internally with a more dynamic, comprehensive, personalized and customer-centric platform.

Dahl’s goal was to establish a competitive e-commerce channel to complement existing sales channels. The company sought a single solution to drive both business-to-consumer (B2C) and business-to-business (B2B) operations.

Dahl also needed an e-commerce solution with easy-to-use business tools because it wanted to improve management of marketing campaigns, promotions, catalogs, product assortments, merchandising, and connectivity to external systems for content and pricing.

More than 60,000 items had to be integrated on the e-commerce platform, which meant Dahl also needed sophisticated search functionality. The company’s strategy was to ensure private label merchandise appeared first during a customer search and that customers experienced uncomplicated searches and quick response times.

The solution

Dahl worked with Fiwe Systems & Consulting, an IBM Premier Business Partner, to design and implement a new integrated e-commerce platform that delivers a smarter, more compelling and more engaging buying experience.

Built with IBM WebSphere Commerce software, Dahl’s new eShop is as easy to navigate as its 64 sales outlets. The eShop has more functionality than the previous online store, including improved search capabilities, a favorites list, detailed product views, and quick ordering. Customers can easily find and purchase thousands of products, and Dahl can cost-effectively push its own high-margin brands.

IBM WebSphere Commerce provides a rich, differentiated customer experience for Dahl’s B2C and B2B customers through a single platform. It’s part of the Smarter Commerce strategy, which brings an integrated lifecycle approach to electronic commerce, putting the customer at the center of all operations to help companies buy, market, sell and service their products accordingly.

According to Jonas Widegren, Web Master at Dahl, all improved functionality in the eShop is a result of in-depth customer research and a customer-centric approach. The company’s efforts are paying off in the form of increased traffic.

“We want our customers who shop online to see the eShop not only as a place for purchases but also as a place for communication and collaboration,” he said. “One of the ways we enhanced the customer experience was through smarter search capabilities.”

IBM WebSphere Commerce search capabilities enable Dahl to optimize the search experience for customers, along with click-through rates, by managing search term associations and search-based merchandising. For example, Dahl looks at replacement terms combined with “boost/ranking.” This enables them to push their own private label on certain search terms. Another feature Dahl has implemented is to establish search marketing rules to make suggestions during the checkout process. Based on what product is in the customer’s basket, a complementary product will be suggested. This is used when there is a campaign on particular items, in order to push and offer the customer the best buy. Websphere Commerce search capabilities have enhanced the customer shopping experience by selecting the product attributes for display in the storefront for different categories, suggesting items that are the best buy at the time of the sale, and by offering products to the customers that complement their needs.


“We choose what items should result from a search and push our private label brands and sale items,” Widegren said. “Our customers have responded well; we’ve seen an increase in sales.”

Dahl is now using IBM WebSphere Commerce for mobile commerce too. It includes a cross-channel selling solution that helps companies maintain a consistent brand experience on any new channel they pursue, including mobile devices, social networks, call centers, stores, kiosks, or though business partners.
“Our customers expect us to be mobile, and our competitors have not gone mobile yet, so this next step could become a significant competitive advantage for Dahl,” Widegren concluded.

Key benefits:

With IBM WebSphere Commerce, Dahl established a seamless, cross-channel shopping platform that supports company growth and brand expansion. By supplying contextually relevant and personalized content to customers with enhanced search capabilities, the solution delivers a smarter and more engaging buying experience that has helped increase e-commerce traffic, online sales, brand awareness and customer satisfaction.


For more information
To learn more about IBM Enterprise Marketing Management solutions, please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/marketing-solutions

Products and services used

IBM products and services that were used in this case study.

Software:
WebSphere Commerce Enterprise

Legal Information

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