Optimizing B2B Operations at Atkins & Co. Ltd’s

person wearing a headset with microphone

50%

reduced staff for phone orders

phone and desktop window with check mark

63%

web store adoption

60%

decrease in order returns

50%

reduction in checkout step load times

Complexities

Complexities of B2B Agricultural Machinery Distribution

In the world of B2B grass machinery parts distribution, Atkins has been a trusted name since 1878, offering renowned brands like Briggs and Stratton, Kubota, Honda, and Husqvarna. Over the years, they’ve faced unique challenges and adopted strategic approaches to handle both channel and product complexities effectively. Let’s take a closer look:

For a deeper understanding of Atkins operations, click to open the sections below and explore the specific channel and product complexities they face.

Tailored Pricing for Every Customer

Atkins understands that one size doesn’t fit all when it comes to pricing. They tailor their pricing structures to suit the needs of each customer, whether it’s volume-based discounts or personalized rates. Making sure this information is easily accessible on their web shop ensures transparency and strengthens customer relationships.

Building Partnerships through Custom Agreements

Negotiating specific terms and conditions with their clients is more than just a formality for Atkins. They see it as an opportunity to build strong, lasting partnerships. By making these agreements readily available online, Atkins fosters trust and transparency, making it easier for clients to do business with them.

Keeping Orders on Track with Streamlined Workflows

Managing order confirmations and approvals across different customer tiers can be challenging, but Atkins has streamlined their workflows to ensure smooth operations. This not only speeds up the process but also enhances customer satisfaction by minimizing delays and ensuring orders are fulfilled promptly.

Logistics Mastery with Multiple Warehouses

Operating from multiple warehouse locations requires precise coordination, especially when it comes to meeting diverse shipping preferences and complex delivery schedules. Atkins’ focus on optimizing logistics ensures they maintain high service standards and deliver on their promises consistently.

Simplifying Choices with Clear Product Information

Selling spare parts for machinery introduces complexity, as Atkins strives to design a catalog that is easy to navigate and helps customers quickly find the right products. With a wide range of agricultural and grass machinery, they provide clear, detailed information about each product’s specifications and options, empowering customers to make informed decisions with confidence.

The challenge

Overcoming B2B Commerce Complexities

Atkins faced significant challenges rooted in their outdated e-commerce infrastructure and the limitations of their Magento (B2C) platform integration with their ERP. The existing platform struggled to keep pace with customer expectations for seamless online transactions and real-time inventory updates, leading to inefficiencies in order processing and a disjointed user experience across different devices.

Additionally, Magento was unable to handle the typical B2B price complexities of Atkins, making a direct integration with the ERP crucial for providing real-time information with low maintenance and ensuring accurate pricing and efficient transactions.

Recognizing the critical need for modernization, Atkins embarked on a transformative journey to revamp their digital landscape. The goal was to align their online presence more closely with the demands of their B2B customers, who increasingly sought intuitive, responsive, and feature-rich digital interactions.

“On our old system we were using Magento, and it was very cumbersome to go through because it wasn’t linked to our ERP. We had to constantly update the prices manually, and it was very time-consuming.”

Tom Whelton, Parts Manager at Atkins

The solution

Effortless Configuration with Pre-configured B2B Functional Setup

In pursuit of a robust and scalable e-commerce solution, Atkins turned to Sana Commerce Cloud for its deep integration capabilities with ERP systems like Dynamics NAV. This strategic shift from their previous setup marked a pivotal moment in Atkins’ digital strategy, aiming to elevate customer experience while optimizing internal operational efficiencies.

Driven by the need for enhanced performance and flexibility, Atkins implemented Sana Commerce Cloud to achieve three key objectives:

Enhanced Performance and Speed
Streamlined Visual Design Capabilities
Improved customer experience and adoption rates

“What we find with Sana is its seamless integration with NAV and its ease of use. Anyone in our stores can upload a product without any computer knowledge. Simply Dynamics, who handle our NAV section, were fully invested in SANA and recommended it because of its completely seamless integration.”

Tom Whelton, Parts Manager at Atkins

The results

Atkins’ Journey to E-commerce Efficiency and Growth

Since migrating to Sana Commerce Cloud (SCC), Atkins has experienced significant improvements in operational efficiency and customer satisfaction.

Streamlined Order Processing and Reduced Returns

With the transition to SCC, Atkins reports a remarkable decrease in return orders, now averaging only 1 return per 250 orders. This is a testament to the accuracy and satisfaction among their B2B customers, who are generally well-informed about the parts they need. The easy-to-use online return form has further simplified the process for the few returns they do receive.

Increased Web Store Adoption and Order Value

The adoption of the webstore has been a key success. Approximately 62-63% of B2B orders are now placed online, and customers tend to place higher-value orders online compared to phone orders. The average order value for online purchases is approximately €155, with customers ordering more frequently and exploring a wider range of products.

Operational Efficiency and Time Savings

Transitioning from 9.3.5 to SCC has significantly streamlined product and inventory management at Atkins. Previously, while managing products across multiple systems was possible, it was clunkier. Now, changes in inventory or product details are seamlessly reflected in the webstore, saving the team countless hours each week. Moreover, SCC’s enhanced page-building capabilities enable users like Tom & Milena to efficiently create and publish full pages—including product lists, product pages, and content pages—in just 4 minutes using the intuitive Sana Commerce Cloud Visual Designer. This improvement underscores SCC’s role in boosting efficiency and facilitating agile content management at Atkins.

Enhanced Inventory Management

The inventory management process is now fully automated and integrated with NAV, allowing for efficient stock monitoring and order processing. Custom back-order systems and automated purchase orders have streamlined operations, ensuring that stock levels are accurately maintained, and orders are fulfilled promptly. Customers can easily see their backorders in the system, reducing miscommunications and improving satisfaction.

Improved Customer Engagement and Sales

Atkins has also leveraged monthly promotional offers to boost sales. These promotions are highlighted through banners on the webstore and printed flyers included in shipments, encouraging customers to explore and purchase additional items. This strategy has proven effective in driving sales and increasing customer engagement.

Faster and More Efficient Checkout

The checkout process has been optimized, with load times for checkout steps significantly reduced. This enhancement ensures a smoother and more efficient purchasing experience for customers, aligning with Atkins’ commitment to providing excellent service.

“Customers appreciate the ease of use and the quick ordering process for both parts and products. Once they start using it, they find it convenient and efficient, and they end up using it more and more.”

Tom Whelton, Parts Manager at Atkins

Highlighted feature

Web-Only Offers and Online Promotional Management

atkins sana commerce cloud web store Atkins has extensively utilized the web-only offers and online promotional management feature of Sana Commerce Cloud. This feature has been crucial in driving customer engagement and increasing the adoption rate of the web store. By providing exclusive promotions and discounts available only through their online platform, Atkins has successfully incentivized customers to place orders online, resulting in higher average order values and reduced phone orders.