How BAUHAUS built a B2B solution for Sweden.
BAUHAUS chose to upgrade their B2B online operation to Adobe Commerce. Online revenue increased 296%, driven by a 376% increase in conversion rates.
+80%
B2B growth since relaunch
Products:
Objectives
Growing an online store, offering over 50K products
Transforming original webstore into a B2B e-commerce engine
Delivering a seamless customer experience
Results
+100% total revenue growth (YoY)
+80% B2B growth since launch
+50% new customer accounts
The German do-it-yourself company had grand ambitions
The word BAUHAUS means “construction house” in German and the company of the same name is a Swiss-headquartered European retail chain specialising in products for do-it-yourself, gardening, tools and outdoor living. The first BAUHAUS store opened in Mannheim, Germany in 1960 and over the years, the business has grown to over 250 shops across Europe.
BAUHAUS Sweden began their online journey in 2011 with Magento Open Source and routinely upgraded to the latest and greatest technology the solution had to offer. BAUHAUS launched their first B2B site in Sweden in January 2015 as a “pet project.” It has since grown into the fastest growing BAUHAUS online store in all of Europe in 2017, offering more than 50,000 products, from gas grills to tool sheds and bathroom fixtures to solar patio lighting.
As the business expanded, so did their vision of the role of e-commerce as a key business driver. In 2017, BAUHAUS chose to upgrade their B2B online operation to Adobe Commerce.
A seamless B2B customer experience
Together with solution partner Vaimo, BAUHAUS began the process of design, development and implementation of the B2B platform. BAUHAUS has a keen focus on the unique needs of their business customers and under the guidance of Vaimo, integrated Adobe Commerce with their proprietary ERP system. This provided B2B capabilities including order management, credit and account management, together with ‘click and collect,’ and a connection to their own in-house delivery service and delivery-trucks. They also implemented BankID, Sweden’s official electronic signing system. The new site also features engaging product content and how-to videos to help customers choose the right window treatments for their newly install high efficiency windows, for example. In addition, product reviews and Q&As add credibility and help drive the purchase process.
B2B customers can now see the company's net prices on the product pages, as BAUHAUS’ SOAP/Rest APIs pull data from their ERP system to deliver a seamless customer experience. Customers can create different construction projects with unique delivery addresses and set notifications when deliveries are delivered. Managers can view their full order history and determine which employees can order online and how orders are billed — either prepaid or via invoice, on a project-by-project basis.
A total digital transformation
With Adobe Commerce and Vaimo, BAUHAUS transformed their original “do-it-yourself” webstore into a fully featured B2B e-commerce engine, capable of supporting their business today and into the future. During their high season, BAUHAUS Sweden receives up to 115,000 sessions per day, which the site handles without any impact on performance or page load times.
The impact on their business has been impressive. Since 2015, online revenue increased 296%, driven by a 376% improvement in conversion rates and a 205% increase in total transactions. Since the relaunch of the B2B site in 2017, manual processes have been reduced by over 80%. And new customer registrations have increased 50% with a corresponding growth in the B2B business of more than 80%.
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