Increased conversion rate for a B2B customer thanks to a new PIM

The Challenge

The Ege Carpets team contacted Novicell to create a new online store that will adapt perfectly to the needs of its customers and their search behavior.

Ege Carpets faced several challenges with their old online store, especially in product management, since they could not include detailed descriptions and images of the items until after the release of a new collection.

In addition, when a customer requested a physical sample, it could take several days before the order was processed and shipped to the appropriate seller. All this because of the system they used.

On the other hand, since the target audience of Ege Carpets are designers and architects, with a very visual mentality and at the forefront of the latest trends in materials, patterns and colors, needed a new website that could inspire and educate its customers. In turn, sharing the sustainability stories related to their products.

Finally, Ege Carpets needed to optimize the product management and distribution process to meet the demands of its customers.

The Solution

The new Ege Carpets website was created using DynamicWeb solutions: CMS and PIM.

We began the process with a detailed analysis to address the specific concerns of website visitors and resolve internal process obstacles in terms of product and content management. Thus, we understood that the supplier that best met the needs and objectives of Ege Carpets was Dynamicweb, recognized for its:

• Fast integration with the underlying business systems.
• Ability to manage multiple websites, in different languages and markets, from the same solution.
• Wide selection of additional solutions ready to incorporate, like the PIM system owned by Dynamicweb.

Dynamicweb's CMS allowed the construction and design of an inspiring and aesthetic website that is customized according to the user's search.

With the DynamicWeb PIM, Ege Carpets was able to effectively create, maintain and update its content, offering its potential customers filtering options, thus making it easier to find the perfect product for each project.

In addition, the website has several forms that allow customers to quickly contact a seller. This makes the customer experience more efficient and smooth.

PIM Product Information Management

Thanks to DynamicWeb's PIM, the internal workflow related to the launch of a new product collection has been significantly simplified.

It is now possible to assign each product a web code in the ERP weeks before the launch date. Once the products have a web code, they are automatically activated in the PIM system. Ege Carpets uses the weeks before the launch to enrich all products with images and descriptions, and on the day of the launch, the new collection is activated with all the updated data, in different languages and distributed on all channels.

The website was built using Dynamicweb version 9.8 and can be browsed in four languages: English, Danish, German and French, with English being the main version.

Finally, within the content, we highlight the importance of sustainability with relevant stories about products. Now, one of Ege Carpets' most important values is visible throughout the website.

Marketing automation

The purpose of the new website was to allow closer and faster contact with customers. For this reason, we integrated the website with the Ege Carpets marketing automation system, HubSpot. In this way, when potential customers request a carpet sample, the integration triggers a message addressed to an employee of Ege Carpets who can help the customer in their selection.

‍3D visualization tool

In order to improve the user experience of the website, was integrated a 3D visualization tool that allows users to design their own carpet, apply different colors and get a detailed view of the product when you hover the mouse over it.

This tool allows users to detect any problem from the first purchase phase, satisfying the visual design needs of the potential customer.

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