Delivering personalized digital customer experiences in a global business

The context

A 360° user experience-based business transformation

Azelis, leader in chemicals and food ingredients and spanning 57 countries and 45 languages, required a digital platform for global communication delivering personalized, integrated digital experiences. This brand new digital platform aimed to be the basis of a complete scalable ecosystem.

The challenge

Covering the entire customer journey and extending Azelis' service offering

Azelis, transitioning from a traditional B2B industry, aimed to become a digital pioneer in the chemical and food ingredients sector. Challenges included global scalability, rapid platform deployment, and effective product experience management for a vast catalog of 100,000+ items. Additionally, they sought a platform to streamline diverse services, empowering customers for innovative and sustainable product formulations.

The team had to navigate the unknown as it was the first initiative of that magnitude: organization readiness, data quality, connectability of systems.

Our approach

A worldwide platform ready in 6 months

Die Product Macher, OroCommerce & Smile combined their expertise to connect Azelis' central IS and launch a B2B customer portal in several markets simultaneously within 6 months.

The teams involved had to:

  • Embrace uncertainty: decide fast, find value step by step
  • Build a scalable ecosystem, with a data backbone, and B2B platform ORO Commerce
  • Connect the dots (ERPs, CRM, PIM, BI…)
  • Live the project as one team with Azelis and all partners

We are humbled to contribute to the digital journey of such an organization, in the midst of their tremendous growth, and their IPO on Euronext Brussels.

Florent Sabourin

Managing Director Smile Benelux

The result

Unlocking new sources of growth and driving customer satisfaction

The Azelis customer portal is a connected experience that inspires their customers and gives them easy access within one platform to the latest trends, high-quality information on products and formulations, regulatory documentation and easy access to relevant Azelis teams. 

  • Customer portal deployed in +100 markets (based on ORO Commerce)
  • First market ready-to-launch within months
  • +46% increase in product data volume 
  • Double capacity to digitize complex products data
  • Reducing errors by 50% in the product creation process

Facilitated engagement with customers thanks to qualitative content and multiple touch points


Azelis is committed to providing the best experience for its customers to support their innovation journeys, so when selecting a partner to implement a new online customer platform, it was important that the partner had an innovative mindset and could adapt quickly to changing requirements while still delivering great user experience. SMILE continues to deliver on these requirements and together we have launched a best in class experience for Azelis’ customers.

Matt Nancekivell

Digital Solutions Director, Azelis


base products in a new PIM


product related documents


portals live across all market segments, and it continues to grow

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