Multiple Customers, One Digital Platform: The Dunlop Protective Footwear Commercial Partner Portal. A Portal 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 specialty retailer? As the world's leading manufacturer of protective footwear, Dunlop sells boots and shoes to individuals, wholesalers, distributors and large corporations. People working in agriculture, manufacturing, 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 tasked with creating a new global e-commerce portal for Dunlop.
Dunlop's main objectives? Bring the most value to all its customers by providing them with a B2B and B2C e-shop suggesting relevant data throughout their purchasing process (information phase, order stage, shipping status, etc.) and boost its global sales in just a few months by increasing self-service and intensifying the relationship with trading partners.
To learn more about Dunlop's key challenges, visit the ORO website.
In April 2022, Dunlop Protective Footwear won the Collaborative Ecosystems Award awarded by the Manufacturing Leadership Council ! The association recognizes world-class companies and individual industry leaders who are shaping the future of global manufacturing.
A time to market of 10 weeks with an international platform launched in 12 countries!
In collaboration with Die Produkt Macher , SMILE experts and its nearshore scrum team worked in agile mode to create the best user experience, develop custom features and meet a key Dunlop expectation: a time to market of 10 weeks! SMILE leveraged OROCommerce to provide cloud-based digital technology combining features for B2C and B2B behaviors.
Geert Besten, Senior Digital Delivery Manager at Dunlop, says on the ORO blog : "We relied heavily on OroCommerce's native B2B functionality, which enabled the deployment of a high-quality backend and frontend , fit for purpose, with very little need for customization, now or in the future.”
For SMILE, the challenge launched by Dunlop was exciting and corresponded well to our ambitions. This is an international project involving all our knowledge and expertise in terms of B2B e-commerce and it is based on open-source technologies, at the forefront of our approach.
Focus on the main functionalities of OroCommerce (native and adapted to Dunlop)
A central platform architecture to meet the needs of B2B and B2C customers
Customized features for each channel
Duplicable features for new channels
New customers, new sales channels, new services
Short time to market and exceptional performance:
- 3.5x increase in monthly website traffic
- 10.5 percentage point increase 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 expected!
Launched in July 2020, the B2B e-shop portal, quickly followed by a public B2C e-shop, saw growth in monthly traffic on the website . Thanks to this digital approach, Dunlop can focus on opening new sales channels and offering new services to better meet each segment, reach new customers and expand its commercial actions to new markets and countries.
Discover the portal ! (Access to the B2B site requires authentication)
