B2B: How Obramax built a Brazilian business with Adobe Commerce.
Adeo Group decided Adobe Commerce was the perfect solution to extend their omnichannel vision internationally.
Create an e-commerce store tailored to the needs of the Brazilian market while delivering a novel experience to the region
Integrate successful physical and online hardware shops serving consumers, small businesses and mid-sized constructions contractors
Integrate with several back-end systems to streamline inventory management, order processing and order delivery
30% sales through Adobe Commerce
21,000+ online customers
A South American business from scratch?
Adeo Group is the largest retailer of building materials in Europe and the third largest in the world, but they’re not stopping yet. The French conglomerate is expanding fast into other territories. In 2017, Adeo Group planned to open a new kind of shopping experience in Brazil. Operating as Obramax, the new concept would fully integrate their successful physical and online hardware shops, designed to serve consumers, small businesses and mid-sized constructions contractors. Their vision was to revolutionise the shopping experience for Brazilian B2B and B2C customers by making it easier to find the right power drill or cement for their construction projects.
When looking for the perfect e-commerce platform to launch their Brazilian business, Adeo Group looked to their European operation, where their Bricoman brand is run on Adobe Commerce. They decided Adobe Commerce was the perfect solution to extend their omnichannel vision internationally. The modular nature of the Adobe Commerce and the vast array of extensions available would give them the power to create an e-commerce store tailored to the needs of the Brazilian market while delivering a novel experience to the region.
“Adobe Commerce helped us to create the first omnichannel experience for selling construction goods in Brazil. Our customers now have a way to buy what they need exactly the way they want, whenever they want.”
Chief Information and Organisation Officer, Obramax
Modular and flexible foundation for growth
The Obramax strategy was to create three sales channels via Adobe Commerce: e-commerce, assisted sales and telesales. Assisted sales is favour by smaller companies who need help ordering quick deliveries of selected items while in-store and telesales are used by larger contractors with more complicated orders and quotes. Telesales customers also have different payment options available and can even choose to “click and collect” products or have them delivered to the job site.
Integrations with several different back-end systems helped to power the Obramax shopping experience, helping ensure that customers and sales reps see the right products, pricing and order status. Adobe Commerce connected to SAP for order status, inventory and customer credit and invoices. It also connected to Salesforce for customer information and to Akeneo for products, category attributes and images. To support their omnichannel strategy, the team implemented Wyomind Advanced Inventory to manage stock across physical and online shops.
With Adobe Commerce, professional contractors can create multiple wishlists to help generate quotes on more complex projects, comprising products from different categories, like electrical, plumbing and fire suppression systems. They can even share their Obramax wishlist with their client who can make modifications to the order before adding the items to their basket. The sale can be completed online, in-store or via the telesales team.
Next, Obramax enhanced their search and filtering capabilities using the Algolia Instant Search extension, helping their customers to easily find the right product. And when they purchase, customers can schedule delivery dates directly online or with a sales associate. There is a vast array of payment options in Brazil, so the team created the first omnichannel credit line to allow customers to pay however they want, including using Boleto, Visa Electron, debit/credit cards and more, across all three sales channels. They use token authentication to ensure the security of purchases with the credit line.
A global platform that works locally
Adobe Commerce was the perfect tool for the job facing Obramax. The modular architecture enabled the brand to easily create what their Brazilian customers needed: an omnichannel credit line, a customised checkout process and multiple wishlists, all integrated with existing back-end systems to ensure a consistent, personal and accurate experience.
Now customers can begin and end their shopping experience wherever and whenever they want: in store, online or with a sales associate on the phone. Thanks to Adobe Commerce, the brand can analyse every touch point and understand different behaviours by channel. Ultimately, using Adobe Commerce, Obramax built an omnichannel experience for both consumer and wholesale customers on a single solution. After nine months, the site processed more than 17,000 orders for more than 21,000 customers. Following the success of that opening, Obramax will launch its second store in Brazil in early 2019.
“Adobe Commerce helped us to create the first omnichannel experience for selling construction goods in Brazil,” sayd Hubert Desmarest, Chief Information and Organisation Officer at Obramz. “Our customers now have a way to buy what they need exactly the way they want, whenever they want.”