"The complete transformation from offline to online - Magento implementation of B2B platform case study." From zero to hero! TIM, the biggest cable provider in Poland has transformed their business from offline to selling 80% online in four years. Come and listen about the process of design and implementation of one of the biggest B2B platform in Poland.

1. The Complete
Transformation from Offline
to Online
Magento Implementation of a
B2B Platform – a Case Study.
Anna Lankauf
User ExperienceStrategist

2. This Case Study Shows How We Managed to Reach...
2
87 000 000 EUR

3. 3

4. B2B is hot right now
75%
e-commerce more
convenient than a
sales rep
4
http://divante.co/blog/b2b-ecommerce-2016/
2016
30% buyers finalizeat
least half of their
purchases online
2017
Estimated56% of B2B
purchase online
60%
spend more when
interacting with
multiple channels

5. The biggest electro-technical
goods distributor in Poland
with 30 years of experience
in the market. On Warsaw
Stock Exchange since 1998.
Clients from construction
business area. 5

6. 6
It is difficult to convince the employees to
introduce new ideas, especially such radical
ones. Moreover, our vision and strategy need
to be clear-cut to the Board of Directors and
owners. We cannot begin without their support
and - as you can see - the project is planned to
last for many years.
- Artur Piekarczyk, Vice-President
“

7. Diversification of business and improvement of
effectiveness
7
1.
Expand customer base
(new industries, B2C clients)
2.
Expand product range and add
new product categories

8. Timeline of Cooperation
8
9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016

9. The process
9
Business
expectations
Interaction DesignTechnical analysis
and integrations
Graphic Design
Implementation
Tests
Optimisation

10. 10
Sales reps prefer to
call their call center
and place orders
directly to the
operator rather than
use a mobile app
Business expectations phase

11. Personas
11
Persona
a fictional identity that reflects one of
the user groups

12. Design Phase
12
Workshop
Prototyping
Selection of
ideas
User Research
Findings
Polishing the
Prototype

13. Workshops

14. PaperPrototypes
14

15. Digital Prototypes
15

16. User Testing
16

17. Final Digital Mockup

18. Graphic Design
18

19. Implementation
19
http://blog.aheadworks.com/2015/05/ecommerce-platforms-popularity-may-2015-two-platforms-take-half/
Magento is
the leading
technology

20. Magento vs B2B Needs
Adding products
faster (with photos
and videos) -
PimCore or Akaneo
20
Marketing
automation that
actually works and is
easy to use - Mautic
Recommendation
engine - Hadoop
Custom B2B modules:
a tree structure of the
clients' account,
payment methods,
flexible shopping cart
Search that works like
Google - Fact Finder
CRM allows your
sales reps to work on
your clients’ accounts
– OroCRM

21. 21

22. Integrations for TIM
22
Integration with CRM system:
Sending client’s data
Downloading client’s data
Cart synchronization (price)
Cart downloading
Cart reservation
Sending orders
Sending RFPs
Downloading offers for a customer
Downloading product price
Downloading product price for a
customer
Downloading invoices data and
invoices in pdf
Downloading order’s history
Downloading order’s data
Product Management Program:
Downloading data on products and
categories
Downloading catalogue cards of
products and pictures
Warehouse Integration:
Downloading product availability
Downloading cable segments
FactFinder Integration:
Sending product database
Downloading search results

23. CRM Live Integration – Bilateral integration in real time
23
Recommendation engine

24. Users Inspire Us
24

25. Dedicated Functions
25

26. B2B Functions to Consider
1. List of contractors with verification,
2. Individual or collective negotiation of discounts,
3. Order files,
4. Offer creation,
5. Consultants who can accept the order on behalf of the customer by the
phone / email / during a meeting,
6. Saving and sharing the cart content,
7. Forms of payments that are typical of B2B (for instance: a trade credit).
Implemented as extra Magento modules
26

27. Implementation and Start-up
27
9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016

28. Scalability and Performance
Replicationof the database to speed
up reading operation and balance the
traffic to database
Using a cache system – in this case
Memcached was replaced by Redis
Using a scattered file system
(GlusterFS)
Using an http-reverse-proxy system
Varnish that speeds up loading pages
and static files
Using PerconaDB instead of MySQL
for the database
28

29. Ensuring Quality
29
2 phase Code Review
Ticketing system (where all communication with the client happens)
Monitoring system – Incinga,Jenkins + Selenium + ELK Stack to monitor integrations
Version control system

30. SLA - Divante S.W.A.T.
250 000 EURO daily rev.
1 hour system crash = 10 416 Euro
30
SLA > 99.9%

31. Effective Development
31
https://en.wikipedia.org/wiki/Continuous_delivery
Deployment time <5 min

32. Data Driven Customer Experience
97% of customers preffer one specific view of product list – „miniatures”

33. Business Results
33
The share of online sales
in total sales in terms of income
The share of online sales in total
sales in terms of No. of products
B2B project
going live
7.2013
Q3, 2015

34. 34
1.
Expand customer base
(new industries, B2C clients)
2.
Expand product range and add
new product categories
Business Results

35. 35
130 mln Euro revenue
Business Results 2015
67% = 87 mln of revenue from online
87% of orders from online

36. Business Results
36
https://www.youtube.com/watch?v=-
QumO63G_7M&list=PLuXGEsfZdwIUuaIJTEd3PDSUQLilYVu9a&index
=3

37. What’s Next?
1. Improving the retention of
clients through BigData analysis and
personalized recommendations.
37
• Automated pricing optimization – 62%
• Personalized recommendations – 56%
• Use of wearable computing in distribution centers – 49%
• Sensors in shipments/products – 46%
• Robots/automation in distribution center/supply chain – 34%
• Shopping cart abandoment analysis – 32%
B2B e-Commerce companies are investing in:
2. Automated pricing
optimization - the next big thing
we want to pursue.

38. User Experience Strategist
alankauf@divante.co
0048 733 355 592
Let’s talk in the booth D21
ANNA LANKAUF