Carlsberg a-banner, digital engagement platform for b2b, customer experience, UX design

Carlsberg

Digital B2B Platform to Digitize the Order Process and Strengthen Relationship with Customers by Increasing Engagement

Carlsberg’s challenge

How do you move a traditional B2B client relationship towards a business partner relationship through a digital engagement strategy?

Carlsberg requested Osudio to guide in their digital transformation process. All the way from Value Proposition to the actual development of the B2B engagement & commerce platform, it combined digital strategy, design and developing in one project. Osudio took over a SAP Hybris implementation and extended the technical migration to UX and Engagement. Across various countries and Carlsberg’s multiple brands, the business voice and the customer voice were brought together.

The joint solution

The result is a digital platform that goes beyond transaction and strengthens client relationships. Thus, it supports Carlsberg’s aspiration to guide and direct their customers in order to adapt/react to the ever-changing marketplace they operate in.

The Business Consultancy team translated the customer experience requirements into features and functions supported by SAP Hybris commerce and Sitecore engagement. An important aspect was an advanced promotion engine to support various complex promotion mechanics. The set-up runs on the Microsoft Azure cloud solution, which has never been used in the Hybris and Sitecore combination before. The engagement layer was implemented in close collaboration with Evident, a third-party implementation partner, under the coordination of Osudio, providing Carlsberg with one partner for their digital transformation.

Carlsberg digital strategy workshop

Strategy

Osudio challenged Carlsberg to redefine their value proposition. They reassessed how their offering solves customer problems or improves their situation and what benefits would be delivered.

The discovery continued by assessing what kind of customer behavior would be supported across which channels and how engagement could be build. This was done by jointly analyzing customer journeys, using personas and customer experience maps.

Carlsberg customer experience map

Visual Design

The key brand values of Carlsberg were carefully studied and translated into a mood board, which formed the foundation of the visual design of the platform.

Osudio developed a style guide that allows Carlsberg to keep their brand identity in place both centrally and locally. It also helps Carlsberg to deliver consistent customer experiences across multiple brands and markets.

The style guide was developed based on the Generic Language – Local Experience (GLUE) principle which builds on atomic design principles.

Carlsberg visual design
Carlsberg customer research

E-commerce

To make the online environment a success, Osudio matched the B2C expectations of Carlsberg’s clientele with the customer experience of the B2B platform. By adopting the B2C-like features personalization, recommendation, interactivity and search. Osudio transformed the journey for the B2B user into an excellent commerce experience.

This resulted in a scalable platform that is already in use in three European countries. It will be rolled out to more European countries and beyond in 2018, further enabling global ambitions in the period to come.

Carlsberg customer engagement

Customer Engagement

Osudio enhanced customer engagement by designing and delivering a personal, relevant and convincing user experience, such as a personalized product catalog and promotions based on buying profile. This increases the brand perception of Carlsberg’s customers and delivers measurable goals.

By enhancing customer engagement, delivering measurable goals and increasing brand perception, Osudio adds value and enriches the quality of the customer’s interactions with Carlsberg.

How Carlsberg benefits

     
 

Focus on key persona types to create optimized customer journey for b2b customers

     
 

Increase engagement with customers

   

 

 

Template solution to support all markets

 

     

 

Flexibility in terms of driving commerce and creating experiences

     

 

Tie-ins to other marketing driven solutions, like email marketing

     

 

Increase revenue by better customer journeys, clear promotion structure, rewards etc.

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