HAY Design
success in digital transformation

Global commerce solution creates the basis for HAY's digital transformation for B2B and B2C alike

00. QUICK FACTS
+1 mia.

in sales turnover

LEADING DESIGN HOUSE

Winner of 20+ design awards

GLOBAL MARKET

Active in 30 countries

CUSTOMER SINCE

2014

DOMAINS

Strategy, platform, digital marketing, PIM, UX & design

CONTACT

Kasper Holst,
CEO/Partner

01. CHALLENGE

HOW DO YOU TRANSFORM A COMPLICATED B2B SALES PROCESS?

Through the ‘with a twist’ design style, HAY have created a solid market position as one of Denmark’s strongest design brands. And with success comes new ambitions. HAY therefore wanted to undergo a digital transformation to support the future global growth. To this end, HAY wanted a new commerce platform to support the brand’s B2B sales. Along with a B2C solution to support the complete customer journey.

 

02. CONCEPT

FROM MANUAL.
TO DIGITAL.
SHORTER TIME-TO-MARKET

Previously, HAY’s complicated order process required 2 months’ training for vendors. The solution reduces the time-to-market by up to 60%. With a B2B commerce platform and a product configurator, the distributors are now able to configure a product among the 5 million variants themselves, and they can use the platform in-store with the customers.

Impact har udviklet HAYs prisvindende Episerver løsning, og webshoppen fungerer både til B2B og B2C

With our B2B commerce platform, we have created a unique foundation for scaling and ensuring a best-in-class shopping experience. We are now in a position to interact with and support our retailers in the entire process from inspiration to purchase, service/delivery and repurchase.

Mette LangkildeHead of Marketing & E-commerce, HAY

WE HAVE HELPED
HAY WITH:

  • The Episerver platform which works as a multi-site solution with both a B2B and a B2C site
  • Overall handling of product data in one joint PIM system
  • Optimisation of internal processes
  • Automatised price lists for 15 markets with 5 million product variants
  • Complaint handling optimised through Zendesk
  • Digital vendor solution and in-store use of the B2B commerce platform with the customers (own stores and retailers)
  • Dialogue marketing integrated with ERP
  • Management of real-time delivery and prices for all 5 million product variants through integration with factory
QUALITY. AGILITY. PRODUCTIVITY

We have invested time and resources in creating a strong bond. The project was kicked off with a boot camp at an estate outside Horsens where our joint team spent three days defining a broad solution framework. The case involved a substantial cross-disciplinary project team comprising reps from all digital areas of expertise and all functions in HAY, and we have alternated between working at HAY’s offices and at ours. Leading up to big launches, we have joined forces in a war room to ensure quality and set afloat all projects successfully.

AWARD-WINNING
COMMERCE

HAY's commerce platform supports the retailers in their daily work and enables them to give every single customer a fantastic shopping experience during the entire customer journey from inspiration/research to order compilation, purchase and service/self-service. Episerver CMS works as the main engine of the platform, and – as something entirely unique – HAY's B2C brand site is built in the same Episerver installation. The two sites are fully product-integrated so the end customers can find the same products and variants at the brand site and at the retail stores. The solution was honoured as the 'Commerce site of the year' at the Episerver Awards 2017.

From day one, HAY and IMPACT had an entirely unique collaboration. The collaboration is based on a match of strategy and values as both parties are ambitious, focus on quality and place a high value on human relations.

Kasper HolstCEO/Partner, IMPACT
PIM – ALL PRODUCT INFORMATION IN ONE PLACE

An inRiver PIM system has been implemented to handle HAY’s immense amount of product data. It structures all product information in one place. The PIM system contains a total of 5 million products. And supports the need to provide an unimaginable number of possibilities to adjust HAY’s products on the site. With the implementation, HAY has increased the product data efficiency by 25%.

RESULTS

MEASURABLE OPTIMISATIONS. ACROSS THE BOARD

The project has provided optimisations across the board for HAY. It is assessed that ROI is at least 1:7. In addition to internal processes and resources being freed up, the numbers clearly speak for themselves:

20%

of turnover moved to digital in just 1 year

12%

conversion rate

70%

of turnover derived from foreign markets

DO YOU WANT
TO KNOW MORE ABOUT
THE PROJECT?

Contact Kasper. He can tell you the whole story.

Kasper Holst, IMPACT CEO, Omnichannel event