“The world is changing and digitizing really fast. It’s essential to change with it as a customer, supplier and manufacturer.”
– Coert Rasenberg | Commercial Director at Royal Brinkman
Royal Brinkman: Industry Leader Thanks to Smart Digital Strategy
Royal Brinkman has been active in the international horticulture industry for over 130 years and has a strong presence in the Netherlands, one of the most important horticulture countries in the world.
Customers are the highest priority at Royal Brinkman, which is why their experts are focused on continuously offering the latest products and services. Royal Brinkman is always on top of the newest trends and product developments, which puts them in the perfect position to offer customers convenience, knowledge and security.
Innovation is a central theme for Royal Brinkman in their quest to offer their customers ultimate value. That’s why they chose a digital strategy that would transform their business-to-business venture.
Time for a Digital Strategy
“B2C sets the standard and B2B needs to live up to it. Our customers shop online a lot, and they expect to have the same experience with us online.”
We live in a digital world — even B2B organizations can’t get around that fact anymore. So how are manufacturers, suppliers and other business-to-business organizations adapting?
For Royal Brinkman the answer was obvious: it all needed to start with a smart approach to digitization. That’s why their first step was to lay a strong foundation in the form of a digital strategy.
Tackling Internal Resistance
Committing to a digital transformation meant Royal Brinkman had to go through a number of big changes — changes that caused a bit of friction internally. Would implementing an online strategy or B2B e-commerce platform be detrimental to existing sales channels? How would the sales team be affected by the new way of selling?
Royal Brinkman actively turned questions like these into positive changes in the company. Adding an online sales channel ended up bolstering their others channels, and today the sales team is utilizing their new digital tools, such as the Sana Sales Agent app, to sell even more efficiently — online and offline.
The knowledge they’ve accumulated in over a century of experience has taught Royal Brinkman a lot about their products and industry, but also about their customers.
Always Focus on the Customer
There are few companies who could measure themselves against Royal Brinkman’s expertise. They’ve been serving the horticulture industry for over 130 years, and they have a lot to show for it. The knowledge they’ve accumulated in over a century of experience has taught them a lot about their products and industry, but also about their customers.
Customer centricity has always been Royal Brinkman’s most important core value, and that was precisely why they involved their customers from the very beginning of their digital transformation journey. Watch the video for the full story and the results!
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