Royal Auping B.V., the Benelux market leader in beds and bedding accessories, has opened their first web store. This is the company’s first step toward implementing their omnichannel e-commerce strategy, and was realized with the help of IT partner HSO and the Sana Commerce e-commerce solution.
Auping stands for quality and sustainability, and its beds are manufactured using a combination of years of expertise, and the latest developments in ergonomics, design and technology. The company recently started investing in an omnichannel strategy for B2B and B2C.
“We want to create a customer experience that can be felt all the time, and across multiple sales channels. This is a transparent and integrated process, with channels seamlessly blending into one another. The customer or reseller is always the starting point. Auping wants one experience, one source of information and one pricing method,” says Frank Scholte, IT Manager at Auping.
Launching their own web store is Auping’s first visible step toward a consumer-facing omnichannel strategy. “This was a must for Auping. Consumers can determine how they make their purchases. Some like to shop online, others prefer to see and feel the product so they visit the store. With this web store, Auping is now available to the consumer 24/7.”
Auping has started selling bedding and accessories online, with other Auping products soon to follow. The physical stores also remain important: the Auping Plazas and Auping dealers provide an inspiring environment where consumers can experience the beds’ comfort and receive advice about the entire product range.
Integrated Omnichannel Strategy
Auping’s strategy is fully supported by the Microsoft stack: the Microsoft Dynamics system provided by HSO, the e-Con configurator and Sana’s integrated e-commerce solution, Certified for Microsoft Dynamics.
“The environment is the single source of truth for all information about the product, price and inventory levels, and Sana’s e-commerce solution is fully integrated with it. Sana Commerce is an integrated solution that uses existing information in the client’s ERP system. That means there’s no need for double work, there are smaller margins of error and you can work much more efficiently. Everything you change in the ERP is automatically displayed in the web store. This perfectly suits Auping’s goal of customers having one experience, one source of information and one pricing method.”
Auping has now laid the foundation for a complete omnichannel e-commerce strategy where all consumers, dealers and B2B clients have the same experience across all channels: customer service, points of sale, the web store and more. Michiel Schipperus, CEO of Sana Commerce, says: “Auping is an innovative, leading company with a long tradition. This omnichannel strategy is a smart and future-proof choice. We are happy that we and our partner HSO have been able to contribute to it.”
Learn More About Omnichannel
A strong omnichannel strategy can benefit every organization. Learn more about why omnichannel matters in our blog: Why You Need an Ironclad Omnichannel Strategy.