New B2B online shop: Evonik establishes British eCommerce market for PLEXIGLAS®
Evonik is one of the world’s leading companies for specialty chemicals. The operating business is divided into three manufacturing segments: Nutrition & Care, Resource Efficiency and Performance Materials. All technology and infrastructure services are bundled in Services. With more than 36,000 employees in over 100 countries, the group generated sales of 14.4 billion euros in 2017.
In the UK, companies currently purchase acrylic products almost exclusively through retailers. Evonik aims to strengthen its PLEXIGLAS® brand in the British market by becoming the first manufacturer to supply its customers directly. To achieve this, a new B2B online shop had to be set up and the competitors and customer requirements had to be carefully analyzed in advance.
Evonik wanted an attractive online shop for the promotion of its PLEXIGLAS® products, tailored precisely to the needs of British buyers, offering them an optimal customer experience. The Group intends to test the online direct business as a sales channel and, depending on its success, roll it out in other European countries.
Greater customer service and direct sales through eCommerce are important building blocks of the future strategy. Arvato Systems supports us as a competent partner.Martin Krämer, Head of the Acrylic Products Business Line at Evonik
In Arvato Systems, Evonik found a competent service provider who supported all steps of entering the UK market from a single source: from target marketing analysis to setting up and promoting the new PLEXIGLAS® online shop and developing a logistics concept.
Together with Arvato Systems, Evonik has prepared its entry into the British market by means of traditional market research. Both quantitative and qualitative methods were used to comprehensively analyze the B2B market for acrylic products and
the customer needs of British buyers. Building on these findings, Arvato Systems developed a design concept for the new online shop and implemented it with the OXID eShop Enterprise Edition software. The digital service provider used agile project management methods: Arvato Systems initially equipped the web shop with the basic functionalities in accordance with the „minimum viable product“ principle. In a fourmonth private launch phase, a few selected UK customers tested the online shop.
Customer feedback and the insights gained with web analysis tools on customer behavior formed the basis for further developing the online shop and optimizing the customer experience. For the public launch, Arvato Systems supported Evonik’s
promotion of the webshop with conceptual and creative expertise. Last but not least, with the help of the IT specialist, Evonik has mastered the great logistical challenge of reliably delivering the standard product - PLEXIGLAS® sheets measuring around three
by two meters - to the United Kingdom within 72 hours.
Agile project management
In accordance with the „minimum viable product“ principle, Arvato Systems initially equipped the web shop with the basic functionalities and optimized it based on Customer feedback and behaviour.
Optimized user experience
Customers always have all relevant information at their fingertips - from the product specification, prices depending on the order quantity to the exact delivery time.