HAY Design
success in digital transformation
Global commerce solution creates the basis for HAY's digital transformation for B2B and B2C alike.
4 minute read
DKK 1b+
Winner of 20+ design awards
Active in 30 countries
5m+
Strategy, platform, digital marketing, PIM, UX & design
2020 goal - 100% use of Chrome 3 and FSC-certified wood
MULTISITE-SOLUTION FOR B2B AND B2C CREATES GLOBAL SUCCESS
HAY has invested in a digital transformation to reach global success. This has resulted in an award-winning commerce solution that supports B2B and B2C sales through the complete customer journey. It is built on Optimizely and an inriver PIM system, which has increased efficiency with product data with 25% and decreased time-to-market with up to 60%.
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.
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.
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.
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 Optimizely 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 Optimizely 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.
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:
of turnover moved to digital in just 1 year
conversion rate
of turnover derived from foreign markets
WANT TO KNOW MORE ABOUT THE PROJECT?
Contact Kasper. He can tell you the whole story.
