In a constantly changing industrial ecosystem, companies are faced with a paradox: how to orchestrate a coherent digital transformation while preserving operational efficiency and the specificity of business processes? Faced with increasing competitive pressure, evolving B2B customer expectations (linked in particular to digital technology) and the complexity of legacy information systems, industrial leaders are having to rethink their approach to digitisation.

The issue is no longer whether to digitise, but how to move from an ERP-centric logic to a customer-centric approach that intelligently transforms technical complexity into a lever for sustainable performance. This transformation requires a strategic vision that goes beyond simple technological modernisation to create genuine digital ecosystems tailored to the specific needs of each user persona.

Why do traditional approaches fail in industry?

The persistence of ERP-centric thinking

Unlike the retail and services sectors, industry has long favoured an ‘inside-out’ approach, where digital processes are designed to serve internal constraints rather than user needs. This approach generates complex interfaces, counter-intuitive workflows and a proliferation of friction points.

The challenge is no longer to digitise what already exists, but to rethink interactions from the point of view of the end user. Whether it's a distributor looking to place an order quickly, an installer needing precise technical information, or a sales team dealing with complex enquiries, each persona has specific expectations that must guide the design of digital tools.

The pitfall of technical over-complexity

Many industrial companies fall into the trap of over-complexification, seeking to reproduce in digital applications all the functional richness of their back-office systems. This approach generates overloaded interfaces and laborious user paths that discourage adoption and reduce operational efficiency.

Complexity is not a defect to be corrected, but a design challenge to be met intelligently. The aim is to create simple interfaces that mask technical complexity while preserving the functional richness required by industrial businesses.

The three major challenges of industrial digital transformation

Challenge #1: Moving from ERP-centric thinking to a customer-centric approach

For a long time, industrial companies have structured their digital processes around their internal systems (ERP, CRM, PIM), creating functional silos that no longer correspond to the expectations of modern users. This ERP-centric approach generates fragmented user paths and friction that degrade the user experience.

The challenge is to reverse this logic: start from the real needs of users - whether they are distributors, key accounts, sales or marketing teams - to redesign fluid and efficient digital pathways, while preserving the integrity of back-office systems.

Challenge #2: Managing the complexity of industrial personas

The B2B industry is characterised by the large number of personas involved in the purchasing and usage processes:

• Professional buyers and key accounts looking for transactional efficiency and compliance with internal processes
• Distributors and resellers who need high-performance resale and sales support tools
• Installers and technicians who want rapid access to technical information and documentation
• End-users, who assess the value of use and operational benefits
• Internal teams (sales, commercial, customer support) who need effective tools to serve these different targets

Each of these personas has specific expectations and pathways that require tailored digital experiences. A high-performance industrial platform needs to orchestrate these different needs without creating friction between users.

The example of the OroCommerce solution, specially designed for B2B e-commerce, illustrates how a platform can natively manage this multi-persona complexity with functionalities dedicated to distributors, key accounts and sales teams.

Challenge #3: Orchestrate ageing systems and/or systems inherited from external growth

For most industrial companies (as for many companies!), information systems are the result of a legacy, of a strategic path taken over several years, sometimes even several decades, with tools that are ageing but that often respond well to business challenges.

What's more, for some industrial companies that have grown through successive acquisitions, managing heterogeneous technical ecosystems represents an additional challenge. This situation, although specific, requires a particular approach to create coherence without sacrificing the business specificities of each entity.

The challenge is to create an intelligent orchestration layer that enables the different systems to communicate effectively while preserving the operational autonomy required by the different teams (and each entity in the case of a multi-subsidiary organisation).

Strategy #1: User-centred approach and study of industrial personas

Successful industrial digital transformation starts with an in-depth understanding of personas and their specific journeys. This analysis must cover the entire ecosystem: external users (distributors, key accounts, installers, end-users) and internal users (sales, commercial, customer support and marketing teams).

Proven methodology :

• Mapping of personas with their motivations, frustrations and specific objectives
• User journey analysis to identify friction points and opportunities for improvement
• Prioritisation of needs according to business impact and technical feasibility
• Iterative validation with user tests throughout the project

The Thermor example illustrates this approach: a detailed analysis of the needs of consumers, installers and distributors has led to the creation of a unified platform with differentiated experiences for each target.

This user-centred methodology also draws on our expertise in the manufacturing sector, where we have developed in-depth knowledge of the issues specific to industrial companies and their complex ecosystems.

Strategy #2: Design thinking applied to industrial processes

The industry has everything to gain from adopting design thinking methodologies to rethink its digital processes. This approach makes it possible to move beyond ERP-centric thinking by putting the user experience at the heart of the design process.

In practical terms, this means:

• Simplifying the purchasing process for retailers while preserving the richness of product data
• Optimising the business tools used by sales teams to reduce time-consuming administrative task
• Creating intuitive interfaces for sales teams in the field, even when on the move
• Develop collaborative tools that facilitate exchanges between the various players in the value chain

This approach draws on our expertise in UX Design to create intuitive interfaces that simplify complex business processes.

Strategy #3: Intelligent orchestration of business tools

The aim is not to replace existing systems, but to create an orchestration layer that optimises interactions between the various tools while improving the user experience. This approach preserves technological investment while delivering immediate value.

Practical applications:

• Automation of sales and marketing workflows with tools such as StartCatalog, which automatically analyse and process orders received by email.
• Centralisation of customer data to provide a 360° view for sales teams
• Intelligent integration between PIM, ERP and e-commerce platforms to ensure consistency of information

The Pellenc project demonstrates this approach: the urbanisation of the IS has enabled the creation of a new, scalable ERP while optimising the entire digital ecosystem to support the company's growth.

Strategy #4: The personas-driven MVP approach

Rather than developing a monolithic solution, opt for a progressive approach that validates the hypotheses for each persona before extending the functional scope. This methodology reduces risk while maximising user adoption.

The Arkema example illustrates this strategy: the B2B e-commerce MVP enabled us to validate the interest of distributors before rolling out the solution on a larger scale, with measurable ROI from the very first stages.

Strategy #5: Data governance as a performance driver

Product data is becoming the foundation of the industrial customer experience. Investing in a PIM (Product Information Management) is not just a technical issue, it's a strategic decision that directly impacts the ability to create differentiating experiences.

Implementing Akeneo at the Atlantic Group has cut the time taken to put new catalogues online by 50% and considerably accelerated the time-to-market for product sheets.

Strategy #6: ROI projection and long-term vision

In a context of pressure on results, balance quick wins with building lasting foundations. This approach makes it possible to quickly demonstrate the value of digital investments while preparing the company for future market developments.

Proven methodology :

• Phase 1: MVP focused on features with the greatest business impact
• Phase 2: Progressive enhancement based on user feedback
• Phase 3: Continuous optimisation and integration of new technologies (AI, automation)

From ERP-centrism to customer-centrism

Digital transformation in industry is not about digitising existing processes, but about rethinking them from the point of view of user needs. Successful companies are those that abandon ERP-centric thinking in favour of a customer-centric approach, placing the user experience - whether external or internal - at the heart of their digital strategy.

By drawing on in-depth analysis of personas, design thinking methodologies and intelligent orchestration of business tools, the industry can transform its technical constraints into sustainable competitive advantages. The challenge is no longer to choose between functional complexity and ease of use, but to create digital ecosystems that are sufficiently intelligent to mask technical complexity while preserving the richness of the business.

The success of projects such as Dunlop (launch of a manufacturing platform in 10 weeks with a 10% increase in the average basket), Thermor (successful rationalisation of the digital ecosystem), Manitou (programme to completely overhaul the digital ecosystem), Frenehard and Michaux (digital core model approach in a multi-target and multi-subsidiary context), Balsan (digital transformation in a multi-target context), or Arkema (B2B e-commerce MVP that increased customer satisfaction before deployment on a multi-brand and multi-market core model) demonstrate that with the right strategic approach and the right partners, industrial digital transformation becomes a powerful lever for growth and differentiation.

Our support : From strategic vision to operational execution

Smile's consulting teams support industrial companies facing the complex challenges of digital transformation. Our proven methodology enables us to move from a helicopter vision at COMEX and management level to a concrete and activatable action plan, with a measurable ROI.

Our 360° approach:

1. Business vision: Analysis of business challenges, mapping of competitive forces, definition of strategic objectives with measurable KPIs and a roadmap aligned with your growth objectives.

2. User vision (internal or external): In-depth study of personas (internal and external) and their specific needs to design optimised user paths. The strategy is then translated into a prioritised functional backlog, with investment estimates and profit projections.

3. Technological vision: Study of the current IS and projection towards a target architecture, usually deployed in successive iterations. Support during implementation, with an agile approach that guarantees the delivery of value from the earliest stages.

This methodology has proved its worth in over 400 e-commerce and digital projects, enabling our customers (particularly in industry) to transform their organisational constraints into sustainable competitive advantages. This upstream strategic framing approach considerably reduces the risks associated with technological investments by ensuring that every euro invested meets a validated user need and contributes directly to business objectives. Our expertise covers the entire ecosystem: from B2B e-commerce and PXM solutions to cloud architectures and technological innovation.

Are you ready to turn the complexity of your organisation into a competitive advantage while ensuring your profitability? Let's talk about your industrial digital transformation strategy.