The initiative to create a new online store for the company was aimed at transforming all business processes associated with the online sales channel. At the stage of project preparation, feedback was collected from customers about the work of the previous electronic trading platform, an analysis of the requirements and wishes of customers was carried out, the development trends of the B2B e-commerce market and the best world practices were studied.
In the process of developing a new online store, the wave method of launching the platform's functionality was used, which allows to always present a finished product to customers. During the implementation of the project, the difficulties associated with the need to create a single solution for B2B and B2C were overcome. Products atypical for e-commerce, multidirectional requirements of various categories of consumers were implemented. Clients took a direct part in the creation of the online store, expressing 400 wishes and suggestions, which were considered during the development. As part of the SAP Commerce Cloud implementation project, the online store of rolled metal products was integrated with Severstal's SAP ERP.
Product names available in the online store
Items of orders are placed through the online store monthly
Increase in the volume of orders through the new online store compared to orders on the old marketplace in the same period
Three key business models for the purchase of rolled metal have been introduced: placing orders to produce standard products, purchasing standard rolled metal from the warehouses of the Severstal Distribution network, and purchasing rolled metal and related products at auctions.
A convenient and intuitive interface has been developed.
Fast registration of customers and a simplified procedure for concluding contracts have been implemented, which contributes to an increase in the level of customer satisfaction and loyalty.
A clear and fast ordering process, transparent pricing, a convenient service for organizing delivery, the ability to place orders using purchase history and templates have been created.
The ability to track information about the stage of production of rolled metal products, terms of shipment, settlements and claims has been implemented.
Marketing Director AO Severstal Management
«The Internet channel is one of the important elements of the customer interaction system. Now we provide each consumer with the opportunity to choose the most convenient way to interact with Severstal personally. Our expectations in terms of increasing customer loyalty through a qualitative improvement of service through the introduction of a digital sales channel were fully justified».