The need

Moving towards the digital transformation of key activities!

In the race for future success, Agrial found itself at a crossroads: boasting sales of €7.2 billion, 12,000 member farmers, 22,000 employees in 11 countries, and 64 brands woven into the fabric of millions of consumers’ everyday lives, going digital emerged as a vital necessity in springboarding this agricultural cooperative towards new growth. 

The challenge lay in successfully driving this shift over to a phygital approach, folding digital systems into the distribution network. 



Together for the phygital transition of its key activities

Agrial has called on Smile's expertise to undertake the digitisation of two of its activities, Agrial Pro and LaMaison, operating within its network of 280 shops. These chains offer a wide range of inputs and agricultural equipment, as well as a variety of garden centre, pet shop, DIY and materials products.

The major challenge lies in making a successful transition to phygital, which aims to merge the digital world with the physical distribution network.

Our approach

A huge B2B & B2C E-ommerce project

  • Overhauling the B2B site and launching the B2C site on a Magento platform.
  • Syncing these different platforms to bring customers a range of services: online booking, click and collect, and home delivery.  
  • Migrating over to Akeneo PIM.
  • Providing advice and support on the product repository.
The result

A successful digital makeover

Overhauling the B2B website led the company to meet all farming needs by developing a phygital model (products, consultancy, services, subsidiaries, online and in stores).

Similarly, launching the B2C website for the new brand has been a success: online booking, click and collect, home delivery, and visual product recognition are new services now available. A collaborative delivery model has also been set up.