How Steelcase built a better B2B sales experience.
Thanks to Magento Commerce, Steelcase has managed its highly complex product catalog via a direct integration with their specialized catalog builder system. This integration allows Steelcase to generate a manufacturing catalog, which contains all the nuts and bolts, and a marketing catalog aimed at a non-furniture expert, with more user-friendly options and choices. This marketing catalog is used for Steelcase customer websites. When customers choose a product online, their selections are communicated to the catalog builder, which translates them into the manufacturing definition used by dealers to submit and fulfill the order.
To customize the shopping experience and appropriately route orders, Steelcase has built a “chooser” feature that asks the customer a series of questions to determine the correct dealer, how the sale should be billed, and what portion of the catalog a customer should see. For example, if a business has several buildings and each one has a different set of products, the customer would only see products approved for use in their specific building. You wouldn’t want a red fabric chair with no arms to show up when all the others are black leather with arms. Customers can select products from the appropriate catalog and checkout via the correct dealer using their pre-approved payment process.
Steelcase customer sites also support online quote requests that are routed to the dealer business system for response. Dealers then create a quote and push it back to Commerce Cloud, where their customers complete their purchase through an expedited checkout process. Steelcase can also set business rules to force an order to become a quote if it contains certain products that require additional handholding or exceeds a quantity or price threshold.
The new Magento Commerce platform has had a significant impact on customer experience. In keeping with the changing expectations of online shopping, the modern, flexible sites present offerings in an intuitive way. Customers can easily move through the site, select products, and complete orders that will be manufactured specifically for them.