Saving time

and improving customer satisfaction

with Digital Transformation

Saving time

and improving customer satisfaction

with Digital Transformation

“We are very happy with the solution and the support we have received from Resourcing Pros.”

Janneke Geven, Shell

Shell
Resourcing Pros helped Shell Lubricants leverage the power of digital transformation by turning their legacy Excel-based system into a B2B webshop.

 

Results
Resourcing Pros advised Shell to build the webshop on the OroCommerce platform, offering Shell the advantages of cost savings and efficiency.

Digitale transformation for Shell improves customer satisfaction and saves time

Shell provides its Benelux distributors with promotional materials such as stickers, pens, and folders. distributors order these materials via their account manager at Shell, and PostNL fulfillment [link to PostNL case study] delivers the products to the distributors. Shell’s process was in need of digital transformation: the workflow was very time-consuming, inefficient and unclear. Before Shell began collaborating with Resourcing Pros, they documented orders using an Excel spreadsheet. The account managers filled in this sheet. For some customers, Janneke, the marketing manager, took orders by phone or e-mail.  

Janneke explains: “We had an Excel-based system that served as the backend system of our storage of marketing materials at PostNL. That was a huge and extremely confusing Excel file where all of our customers and distributors could log in to and order anything without us knowing where and to whom all the merch would go to. So for us as a marketing department that was just an unmanageable situation.”

The complex Excel form wasn’t the only problem Janneke and the account managers had with the promotional material ordering system. There were other inefficiencies, too. For example, Shell set stock manufacturing quotas based on agreements with distributors about the volume of promotional materials that they estimated they would need. With the Excel form, the distributors could order as much as they wanted, and Janneke wasn’t able to check whether or not the requested amounts were in accordance with the agreements. This also made it difficult to set appropriate stock levels because it wasn’t clear how much of each material was being ordered. Often there were surpluses or shortages.

SAVING TWO HOURS PER WEEK

Janneke realized that she needed to automate this process by creating a B2B webshop through which distributors could place their orders. She wanted the webshop to resemble a consumer webshop—like Amazon. Photos of the products needed to be displayed prominently so that distributors would know exactly what they were ordering.

The webshop has saved Janneke huge amounts of time. Previously she spent two hours per week ordering materials, but now the process has been entirely automated.

The only task that remains for Janneke is oversight—making sure everything is going well. This only takes her a few minutes per week. Also, Shell is now able to order the exact amount of materials that they need. The distributors have indicated that they too are happy with the new system because it saves them time as well.

“I have received a lot of feedback from our customers and account managers who were very happy with the webshop. They said that it didn’t just save me a lot of time but also them and that the webshop just makes this process much easier.”

A UNIQUELY COST-EFFECTIVE SOLUTION IN THE EXPENSIVE B2B WEBSHOP MARKET

A uniquely cost-effective solution in the expensive B2B webshop market

Resourcing Pros advised Shell to build the webshop on the open source platform ‘OroCommerce.’ This is a new, state-of-the-art platform that was developed by the creators of Magento. One advantage of this platform is its cost-efficiency. B2B webshops are normally very expensive because the whole webshop must be built from the ground up. 90% of the OroCommerce platform is based on a standard configuration. Few adjustments need to be made, though the shop can be adapted to the customer’s unique requirements and, of course, display its branding. Furthermore, the monthly service and management costs are very low. Another advantage of OroCommerce is that it requires little time to set up the webshop and make it operational.

Shell decided to take Resourcing Pros’ advice, and the webshop’s implementation went very smoothly and was without problems. All in all, the entire process—which was highly streamlined—took about half a year. Shell was in contact with Resourcing Pros every week to discuss the project’s progress. As a result, the next steps in the project were always clear to everyone involved. Janneke liked the fact that she was always able to reach Resourcing Pros. Even after implementation, if something went wrong (for example, with individual user account setup), Janneke could always count on Resourcing Pros for help. She was pleased with this because speedy response to customer inquiries is important for Shell’s reputation.

“All contact with Resourcing Pros was very positive. They gave us guidance which we needed because we have no sense of how IT systems work and they do, so they could very well help us there.”

Janneke Geven, Shell