HOBART’s new spare parts online store gives its customers the personalized B2B experience they wanted.

  • Boosted sales with personalized buying experiences
  • Showed B2B buyers the products they needed and relevant recommendations
  • Full online and offline order history available for easy repeat orders


more online orders


online orders per month


B2B buyer data

The challenge

Finding a more modern replacement parts online store

The old spare parts online store did not correspond to the company’s requirements — neither in its performance nor flexibility — and the demands of clients.

HOBART was searching for a new online store software that would not only offer a good price-performance ratio, but also provide an add-to-cart function. Additionally, a fast online store performance, ease of use ⁠— for both the administration and the customers — and an appealing modern design were important criteria in the selection of the ideal e-commerce provider.

Hobart Challenge

Every now and then, we encountered challenges regarding the adjustments/functions due to our NAV special programming, for which we, together with Sana, had to look for solutions. Based on the fantastic collaboration and to the satisfaction of all involved, we succeeded.

Hobart Sophie Fischer | Project Management After Sales at HOBART

The solution

E-commerce 2.0

Once Sana Commerce met all required criteria for a suitable online store software, the project began.

The e-commerce project was predominantly conducted by the Sana project team in collaboration with the company’s IT department. Other departments (such as replacement parts sales team national and internationally, etc.), as well as project managers of the spare parts and service division, were also involved.

The number of customers ordering via the online store has grown at a steady rate. We have seen a shift in the order intake channel from manual processing via telephone, mail and fax to the web store (about 15%).

Hobart Sophie Fischer | Project Management After Sales at HOBART

The results

Time saving and satisfied customers

With the introduction of the new Sana online store, the number of clients who submit online orders has increased significantly.

Since the introduction of their online store, HOBART also noticed positive effects with regard to the processing efficiency. By choosing an e-commerce site that integrates directly into their Microsoft Dynamics NAV ERP, HOBART could save a lot of time during the order intake process, because the manual execution/order entries could now be omitted. Any customer-related questions regarding offers, orders, parts identification, etc. as well as the processing of credits and returns can now be executed online in a much easier fashion.

Customer satisfaction also increased with the introduction of the new HOBART Spare Parts online store. Besides the add-to-cart function for the identification of the replacement parts, the import function for Excel or CSV files is also very much appreciated and a huge help and relief in the ordering process.

HOBART anticipates the incorporation of additional functions and expansion of the language selection. It also plans to introduce this online store to the international market.

Our customers are extremely satisfied with the new online store. Above all, the identification of spare parts with the “add to cart” function is a great help and huge relief.

Hobart Sophie Fischer | Project Management After Sales at HOBART

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