Case Study



Digital B2B Platform

Carlsberg is one of the largest and most iconic beer brewers in the world. Their products are sold in over 140 countries and their immense brand portfolio includes brands like Carlsberg, Kronenbourg, Grimbergen and Tuborg. The brewer requested Osudio to support Carlsberg with defining a B2B E-Commerce strategy for selected markets in Western Europe, to increase engagement with their B2B customers. After defining the B2B E-Commerce plan, Osudio provided digital strategy, consultancy, UX and visual design, development of the B2B platform and program management.

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


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


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.

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

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.