Discover how PAUL HEWITT, a manufacturer that sells watches, jewelry, and accessories increased efficiency and transparency with integrated e-commerce.

  • A German fashion company that manufactures jewelry and watches
  • PAUL HEWITT sells its products to end consumers worldwide through its online web store as well as a large dealer network.


Dynamics NAV ERP

Store system

change from shopping cart software


cost efficiency and transparency

The challenge

A web store that didn’t meet B2B requirements

PAUL HEWITT’s big breakthrough came in 2015, when the watches and jewelry with its famous anchor were recognized beyond the borders of its domestic market as an exclusive brand. While the company was growing rapidly, in 2018 it introduced a system to manage all its products — a Microsoft Dynamics NAV ERP. “Because introducing an ERP would completely change our IT landscape, at the same time we looked at other systems that could be improved,” said Mühlenbrock.

Ultimately PAUL HEWITT made the decision to update its e-commerce platform. Its previous e-commerce solution was a shopping cart solution for B2C and B2B, but it didn’t bring the expected results, and took up a lot of time and financial efforts to optimize it for both B2C and B2B.


A few years after PAUL HEWITT’s foundation, sales via dealers and distributors was added on top of direct sales to consumers. “This approach made us grow much faster at the start of B2B sales, and it opened many doors for us — in Germany, but also and especially abroad,” said Benedikt Göhlig, Account Manager Travel Retail at PAUL HEWITT.

Since the company was satisfied with the shopping cart platform for its B2C sales, it decided to also use it for its B2B sales. But because the shopping cart solution was essentially built for B2C sales, the following problems arose:

  • Costs associated with the B2B adaptation: The shopping cart solution couldn’t handle the classic B2B sales processes. Therefore, many B2B-specific adjustments were necessary.
  • Long loading time for the web store: The many B2B-specific adjustments had a negative impact on the web store’s overall performance.
  • Lack of transparency for B2B customers: The old web store wasn’t directly connected to its Microsoft Dynamics NAV ERP. Which meant that some data stored in the ERP, such as invoices, could not be viewed online.

We have tweaked and fiddled around with the shopping cart platform a lot to make it work for our B2B business. This slowed down our web store, and with everything we wanted to develop for B2C, we ultimately always ended up with an overhead of around 10 percent of overall development time. Because we also had to test whether it would also work for B2B. These are significant amounts we had to raise each year.

PAUL HEWITT Jan-Niklas Mühlenbrock | Team Leader System Development at PAUL HEWITT

The solution

An ERP-integrated B2B online web store

While evaluating software providers, PAUL HEWITT compared several different e-commerce solutions, including dynamic commerce. Looking at the costs and functionality of the e-commerce platform, Sana Commerce proved to be the strongest option. Also, the fact that Sana Commerce is based entirely on the process logic of NAV made it the perfect solution.

The implementation of the new Sana Commerce store went smoothly. “The great commitment of our employees as well as the fantastic project management at Sana literally meant that we were always ahead of time and finished well before our official go-live date,” Mühlenbrock explained.

All of the PAUL HEWITT employees involved, as well as the ERP partner, were enthusiastic and excited about the standardization and great organization of the project. “I have to highly praise the project management. Although it is very standardized, it is standardized in all the right places. This also keeps the project costs very low,” Mühlenbrock said.

E-commerce projects with Sana are a very well-thought-out concept, there is hardly any room for improvement. The Sana University and the Sana Help Site were also very helpful with all the documentation. Especially with regards to the Microsoft Dynamics NAV, if not directly from Microsoft, there is generally little documentation on third-party modules — except Sana, which provides a plethora of valuable information.

PAUL HEWITT Jan-Henrik Funke | IT-Consultant at PAUL HEWITT

The results

Huge cost savings, improved customer experience and decreased maintenance of the web store

PAUL HEWITT’s Sana Commerce web store helped the company achieve its original goals and received positive feedback from customers. The following results were also achieved:

  • Cost savings: The new e-commerce software is not only cheaper to buy, but since Sana Commerce is based directly on the NAV process logic, web store updates and maintenance can be reduced to a minimum. In addition, the costs for B2B-specific adjustments are eliminated, because Sana delivers those standard.
  • Improved web store performance: Since the B2C and B2B web stores now run separately from one another, both online stores have achieved improved performance. This gives the B2C team the freedom to fully focus on optimizing the B2C online platform.
  • Individual customer approach: With the customer login, each customer can now be addressed individually within the online store. Sana offers many personalization options based on customer segments, such as product sorting, product recommendations, discounts etc.
  • High transparency: The direct ERP integration of Sana Commerce now displays all necessary information for the customer in the web store. Customers have full and independent access to invoices and delivery dates and are able to register returns. PAUL HEWITT also utilizes the new web store to provide retailers with advertising materials and credits for its customers.
  • Support for sales representatives: The sales representatives now have the opportunity to act on their customers’ behalf in the online store. Logging in as a retail customer enables the sales force to enter orders for or with the customer, view receipts and much more.
  • Planning according to need: With the “Requested Delivery Date” function, customers can now order their products much earlier, but have them delivered at a later date. Seasonal fluctuations can be better compensated for, and the function enables more targeted planning of requirements.


In the coming year, PAUL HEWITT aims to build on this success and concentrate on exploiting the full potential of Sana. “At the moment, we are using only 20 percent of what’s possible with Sana,” Mühlenbrock explained. It will also be an important task to retrain traditional customers to place their orders via the online web store. “Every order that is received via the web store and not by phone saves an employee here at the company 15 minutes. This time could be invested very differently,” Mühlenbrock said.

What we invested in our Sana platform doesn’t compare to what we had to spend on the shopping cart software. That shopping cart software wasn’t designed for the classic B2B business, so it was necessary to implement a lot of expensive adjustments. The new web store enables us to target B2B customers directly. Sana is a perfect solution to easily implement personalization, which has a positive effect on our B2B customer retention.

PAUL HEWITT Jan-Niklas Mühlenbrock | Team Leader System Development at PAUL HEWITT

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