Digitalization of the sales process through the implementation of a b2b e-commerce platform at Osadkowski

Results

<9 mos

The website was implemented in 9 months

~90 000

After 3 months of service launch, it serves about 90,000 users

~130%

Almost 130% more traffic than last year

Osadkowski sp. z o.o., which has been operating on the agricultural market since 1990, specializes in offering products for plant protection, seeds, crops and agricultural additives, as well as other solutions related to the agrotechnical industry. As a leader in the area of cooperation with professional farms in Poland, the company is building its market position not only through a comprehensive offer, but above all through trust and professionalism in service. In response to growing market needs and the pursuit of continuous development, Osadkowski sp. z o.o. decided to expand its online presence by implementing a new online store. As a Polish family-owned company with over 30 years of history, Osadkowski sp. z o.o. actively supports local communities and invests in the development of the Polish countryside, further strengthening its role in the market and enhancing its ability to serve customers on a modern digital platform.

Challenge: Transformation in the face of market changes

In response to the rapidly changing business environment and forecasts for the future of the agricultural industry, Osadkowski decided to introduce an innovative sales strategy. This decision was driven by the need to adapt to new market conditions and the intention to remain competitive by delivering value to customers that is unique in the industry. The strategy was based on three key pillars:

Advanced browsing and purchasing capabilities

Osadkowski's website offers extensive options for browsing and purchasing assortments necessary for agricultural production. Users can take advantage of advanced filtering and searching, which enables the selection of products based on precise criteria, such as agrophage, product composition, soil requirements, or grain types. This functionality provides not only convenience, but also precision in selecting the necessary inputs for the specifics of the farm.

Information on availability and delivery time

The platform provides up-to-the-minute information on product availability and expected delivery times, with 24-hour delivery options for most assortments. This is crucial for an industry where time is often a critical factor.

Integrated discount and loyalty program

A unique discount/loyalty program that dynamically recalculates the value of an order based on a customer's current and previous purchases, encourages long-term cooperation and rewards loyalty.

Phases of a Digital Transformation Project

In 2021, Osadkowski's board of directors made the strategic decision to select Hycom as a major partner in implementing the company's digital transformation. This choice was the starting point for a series of decisive steps to modernize self-service and sales channels.

First Step: Understanding the Customer

We began our cooperation with a thorough analysis of the expectations and needs of Osadkowski's key customer segments. Using the Customer Journey Mapping methodology, our project team obtained valuable conclusions that had a direct impact on the direction of further activities. In parallel, a detailed analysis of the IT environment was conducted and recommendations and plans for its further development were prepared. This phase of the project clearly indicated that priority should be given to the area of customer self-service, which laid the foundation for further activities.

Implementation of the Customer Self-Service Portal

The first tangible result of the cooperation was a self-service portal, which responded to the conclusions developed earlier. Its launch not only increased customer satisfaction and engagement but also paved the way for further digitization of the company's processes.

Expansion in Digital: B2B e-commerce service

Encouraged by the success of the first phase, Osadkowski did not hesitate to initiate the next phase of the project. The decision to start work on a B2B e-commerce service for selling products online was a natural step in the company's quest to fully digitize and strengthen its market position.

Technology Selection Strategy: A Thoughtful Approach to E-commerce.

In the development phase of the B2B e-commerce site, as with the implementation of the self-service portal, we followed Hycom's recommended "one step earlier" approach. Before deciding on a specific technology, we conducted a deep review of the client's business needs and expectations. This method allowed us not only to understand, but also to precisely define business goals, which was crucial for the subsequent selection of the right technology platform to support those goals.

Analysis and Selection of E-commerce Platforms

The initial stage of the project included a detailed review of e-commerce platforms, with an emphasis on solutions that conformed to the MACH (Microservices, API-first, Cloud, Headless) architecture, which laid the foundation for the future scalability and flexibility of the system. After the initial selection, we made a detailed review of 10 different platforms, guided by the following criteria:

Deployment model: SaaS/PaaS or On-Premise
Availability of free (community) and dedicated version for enterprise solutions
Specificity and amount of functionality dedicated to the B2B sector
Maturity of the platform and availability of plug-ins and extensions
Technology and programming language
Annual maintenance cost
Position in the latest ranking of B2B 2022 platforms by Gartner

This meticulous analysis allowed us not only to select the platform that best suits the client's business needs but also to ensure that the chosen technology is future-oriented and in line with the latest trends in B2B digital commerce.

Platform Selection: OroCommerce at the Forefront of Transformation

The decision to choose the OroCommerce platform was based on recommendations prepared by Hycom, the result of a comprehensive selection process. As an e-commerce platform designed with the specific requirements of the B2B sector in mind, OroCommerce stands out from the competition, offering solutions ideally suited to the needs of businesses like Osadkowski.

Flexibility

The platform enables extensive customization of purchasing processes to meet the unique requirements of B2B companies, which is the key to effective management of complex transactions.

Advanced Accounts and Pricing Management

OroCommerce offers advanced tools for managing customer accounts and price lists, supporting complex organizational structures and purchasing approval processes.

Integration with ERP and CRM Systems

The ability to easily integrate with existing enterprise resource management (ERP) and customer relationship management (CRM) systems to ensure seamless operations and data continuity.

Personalization and Optimization Tools

Platforma udostępnia narzędzia umożliwiające personalizację oferty i optymalizację doświadczeń zakupowych, co jest niezbędne do skutecznej sprzedaży w modelu B2B.

The course of an eCommerce implementation: From customer journey mapping to prototype testing

1. Starting with empathy: Understanding the customer

The first step on the road to digitization was an in-depth Customer Journey Map analysis. We carefully mapped the experiences, needs and frustrations of Osadkowski's customers, identifying the aspects of the relationship that brought them the most satisfaction. This understanding became the foundation for moving forward, ensuring that digital channels reflected the value and quality of relationships built in traditional channels.

2. Workshops and strategy

The next stage was a series of workshops with key people from Osadkowski, responsible for customer service at different stages of the customer service cycle and digitization. These sessions allowed us to develop a coherent strategy and identify the most important goals of the project, which was critical to its success.

3. Prototyping and testing

Taking an interactive approach, early prototypes of the future e-commerce solution were subjected to testing with existing and future customers. This allowed potential problems to be identified and resolved before actual development began, significantly reducing the risk of costly changes. Testing included both functionality and usability, as well as the interface language to best suit the needs of users.

4. Value of advice and information architecture

The discovered value of Osadkowski's professional advice was reflected in the "Knowledge" section and easily accessible contact with a sales representative - these aspects were highly rated by customers. In addition, information architecture research enabled optimization of product categories and navigation, making it easier for users to find the desired products.

5. Purchase path tests and discount program

Testing the shopping path, including the discount program, allowed the integration of an attractive loyalty system from day one of the store's operation. This shows how an understanding and thoughtful approach to customer expectations influences the design of effective solutions.

6. Creative and constructive approach of the team

Throughout the implementation process, regular meetings of the multidisciplinary project team, including designers, analysts, developers and Osadkowski representatives, allowed finding optimal solutions. Partnership cooperation and the lack of division between client and supplier fostered creativity and constructiveness, which translated into the quality of the final product. All members of the team, regardless of specialization, focused on delivering value, demonstrating a unique approach to project work.

Solution architecture: Thoughtful scalability and flexibility

01. Foundations on MACH paradigms

Osadkowski's e-commerce platform was built on the foundation of the MACH paradigm, which ensured its high scalability, flexibility and ease of adaptation to the dynamically changing market and user expectations. This choice of architecture was a direction that was definitely beneficial for the business, enabling it to quickly adapt to new requirements and improve the customer experience, even in the context of B2B sector challenges.

02. Integration and development of architecture

Further development of the architecture enabled integration with previously implemented self-service services. The Headless ORO Commerce platform was chosen as the heart of the e-commerce, which allowed for seamless integration with internal PIM and ERP systems. The front end of the solution was realized using Prosperer Storefront, an accelerator aligned with ORO Commerce's composable architecture and API.  The entire platform takes advantage of the cloud capabilities of Microsoft Azure and Google Cloud Platform, which further emphasizes its modernity and readiness for the future.

03. The role of Hycom

The entire development process was entrusted to the Hycom team, which enabled effective project management and minimized tensions between client and contractor. This approach ensured smooth execution and the translation of challenges to a single, integrated team.

04. System integrations and maintenance

Integration of the service with Comarch ERP XL and CRM through Microsoft Dynamics 365 was a key element of operational consistency. In addition, the introduction of 24/7 maintenance of the service, along with the possibility of telephone contact and a monitoring system with alerts, guarantees continuous availability and rapid response to potential problems before they become apparent to users.

The use of MACH/composable architecture in Osadkowski's self-service application placed high demands on the e-commerce front-end layer. With the Oro Commerce API, which fits perfectly into the MACH paradigm, we had a solid backend base. However, to realize the full potential of this platform, we needed a powerful and modern front-end.

Prosperer Storefront, our front-end accelerator developed at Hycom, proved to be the perfect solution. Designed with composable architecture in mind, it combines flexibility with ease and efficiency of development, making it a perfect fit for our project.

Key components of Prosperer Storefront:

PWA Storefront: This is the "face" of the system, a PWA application that offers users an attractive, responsive, accessible, and high-performance interface.
UI Component Library: A collection of reusable interface components enables the rapid development of new features and ensures visual consistency throughout the system. With this tool, it is possible to speed up the process of developing new "client-facing" applications.
API Composition Service/Middleware: Analogous to the "neck" in an organism, this component combines all backend services into a single, consistent business logic, making it easy to access from the front end. It also enables easy integration with new services in the future.

In designing the front-end layer, popular and powerful tools such as Next.js, React, XState, and NestJS were used, ensuring efficiency and excellent results. Composition's API integrates with services like StrapiCMS, Keycloak, and the Loyalty Function API, while the "head" of the system remains Oro Commerce with its custom extensions, providing a full spectrum of e-commerce functionality.

Key functionalities of the service

Advanced browsing and purchasing capabilities

Information on availability and delivery time

The platform provides up-to-the-minute information on product availability and expected delivery times, with a 24-hour delivery option for most of the product range. This is crucial for an industry where time is often a critical factor.

Integrated discount and loyalty program

A unique discount/loyalty program that dynamically recalculates the value of an order based on a customer's current and previous purchases encourages long-term partnerships and rewards loyalty.

Online payment and order tracking

The service allows online payment and order status tracking, which is standard in e-commerce, but in the context of the agricultural industry, where purchases are often large and planned, these functionalities take on added importance.

Documentation and order invoices

Users have access to an overview of order documents and invoices, making it easier to manage finances and logistics at the farm level.

Flexibility in the purchasing process

The service offers various forms of delivery, including parcel machines, courier, as well as in-house delivery by Osadkowski. This flexibility responds to the diverse needs and preferences of customers, emphasizing a personalized approach to each order.

The key to business success lies in responding quickly to market changes, customer expectations and competitive movements. With Hycom's working methodology and adaptation of the MACH architecture, we effectively implemented two major upgrades to the site in just two months, providing us and our customers with significant benefits and flexibility from the first weeks of use.

Wojciech Osadkowski

Future directions of development

Innovations in the purchasing process

In the coming months, we will focus on introducing new features to make the purchasing process easier for our customers, including the ability to make deferred payment transactions and purchase fertilizer and grain with the option of whole-car delivery. The expansion of support for loyalty programs is aimed at further strengthening relationships with our customers, providing them with even greater benefits from long-term cooperation.

Service development

To date, we have completed three sprints, each ending with the timely implementation of planned features. This rhythm of work and continuous value delivery underscores our commitment to continuous improvement of Osadkowski.pl in 2024 and beyond.