Discover the Dunlop Protective Footwear Business Partner Portal, a unique platform awarded by the Manufacturing Leadership Council!
How do you offer the best products to very different customer segments, from B2B to B2C buyers, when you are a specialist retailer? As the world's leading manufacturer of protective footwear, Dunlop sells boots and shoes to individuals, wholesalers, distributors and large companies. People working in agriculture, industry, healthcare and many other sectors use its protective footwear, as well as for outdoor and leisure activities, in more than 50 countries around the world!
Smile, the European leader in open source digital solutions, has been commissioned to create a new global e-commerce portal for Dunlop. Dunlop's main objectives were to bring the most value to all its customers by providing them with a high-performance B2B and B2C e-shop, offering relevant data throughout their purchasing process (information phase, order stage, shipping status, etc.). In addition, Dunlop wanted to boost its worldwide sales in just a few months by increasing self-service and strengthening the relationship with sales partners.
Dunlop's main objectives? To bring the most value to all its customers by providing them with a B2B and B2C e-shop that suggests relevant data throughout their purchasing process (information phase, order stage, shipping status, etc.) and to boost its worldwide sales within a few months by increasing self-service and intensifying the relationship with commercial partners.
To find out more about Dunlop's key challenges, visit the ORO website.
In April 2022, Dunlop Protective Footwear won the Manufacturing Leadership Council's Collaborative Ecosystems Award! The Council recognises world-class companies and individual industry leaders who are shaping the future of global manufacturing.
A 10-week time-to-market with an international platform launched in 12 countries!
In collaboration with Die Produkt Macher, SMILE's experts and its nearshore scrum team worked in agile mode to create the best user experience, develop customised functionalities and meet Dunlop's key expectation: a 10-week time-to-market! SMILE relied on OroCommerce to provide cloud-based digital technology combining functionality for B2C and B2B behaviours.
Geert Besten, Senior Digital Delivery Manager at Dunlop, said on the ORO blog: ‘We relied heavily on OroCommerce's native B2B functionality, which enabled the deployment of a high-quality, mission-critical backend and frontend with very little need for customisation, now or in the future.
For Smile, the challenge presented by Dunlop was both exciting and perfectly in line with our ambitions. This international project has enabled us to apply all our expertise in B2B e-commerce, consolidating our leading position. By exploiting open source technologies, we were able to offer Dunlop a flexible and scalable solution that met the specific needs of its various customer segments.
The choice to use OroCommerce, a recognised open source platform, proved to be a strategic one. This technology enabled us to customise and adapt the B2B and B2C functionalities, guaranteeing seamless integration and optimum performance. The open source approach, in line with our philosophy, also encouraged innovation and flexibility.
Working on this international project highlighted our ability to manage multicultural operations and collaborate effectively with teams located in different regions. Thanks to our agile methodology, we were able to adapt our solutions quickly to Dunlop's needs, meeting tight deadlines while ensuring high quality.
Focus on the main OroCommerce functionalities (native and adapted to Dunlop)
- A central platform architecture to meet the needs of B2B and B2C customers
- Customised functions for every channel
- Duplicable functions for new channels
New customers, new sales channels, new services
Short time-to-market and exceptional performance:
- 3.5-fold increase in monthly website traffic
- Increase of 10.5 percentage points in online conversions, from 26% to 36.5%.
- 10% increase in average order value
- Customer self-service adoption rate of 41%: 11 points higher than forecast!
Launched in July 2020, the B2B e-shop portal, quickly followed by a public B2C e-shop, has seen a growth in monthly website traffic. Thanks to this digital approach, Dunlop can focus on opening up new sales channels and offering new services to better cater for each segment, reach new customers and extend its sales actions to new markets and countries.
Discover the portal! To explore Dunlop's new e-commerce portal, visit their website. Please note that access to the B2B site requires authentication.
