Online store and PIM integration

A new online store helps E.Ahlström to grow their online business

Solteq implemented an online store including an integration solution for managing product information for E.Ahlström - the well-known restaurant supplier, wholesaler and since recently, also service and design house. A significant part of E.Ahlström's business is now online, and therefore versatile functionalities of the online store, its operational reliability and flexibility, as well as the accuracy of product information are business-critical factors for the company. The e-commerce solution serves both B2B customers in the restaurant business and consumers (B2C customers).

"Concerning the new e-commerce platform, what was important to us was continuous development and wide-ranging possibilities for customizing the platform according to our needs. With the renewal project, we sought an increase in turnover and efficiency of operations. Updating our previous online store was laborious and producing content was limited," explains Petri Nupponen, CEO of E.Ahlström.

Teamwork towards success

E.Ahlström set clear goals for the renewal of the online store and integration solution. In terms of online shopping, the goals were related to growing the business: The company wanted to offer customers smooth transactions no matter when they were shopping. An upgrade of product information was sought for efficiency through automation and seamless integration.

"The share of online business in the company's turnover has clearly increased. So have conversions. Interruptions in the ordering process, which were a challenge in the past, have been minimized, and customers generally carry their orders through to the end. In addition, we are now able to independently produce content for both the online store and our product offerings. We have received positive customer feedback about the appearance and functionality of the online store," describes E.Ahlström's digital director Riikka Hytönen.

The desired result has been reached with seamless cooperation and a strong team spirit. Hytönen is satisfied with the partnership with Solteq:

"The cooperation with Solteq has been smooth and uncomplicated from the beginning. The people in Solteq are really competent, and our needs have served as the starting point for joint solution creation. The project and development work have been carried out as a united team, and there has been no need to get back to the agreement once we signed it. We have been given the feeling that we are important as a customer. Thank you very much for that!”

E. Ahlström's requirements for the online store:

A more elegant online store and a more pleasant user experience
Well-functioning search feature for product information
Easier content management
More effective digital marketing capabilities
More extensive online sales features for B2B customers
Reliability

E. Ahlström's requirements for the integration of online store product information management:

Development of product information management (PIM) integration (e.g. assorted products)
Support for customer-specific content, assortment and prices
Customer-specific feature set for the largest customer accounts
Better PIM and ERP integrations

"The cooperation with Solteq has been smooth and uncomplicated from the beginning. The people in Solteq are really competent, and our needs have served as the starting point for joint solution creation. The project and development work have been carried out as a united team, and there has been no need to get back to the agreement once we signed it. We have been given the feeling that we are important as a customer. Thank you very much for that!"

Riikka Hytönen, CDO, E.Ahlström

Technologies and professional services used to reach the goals:

The technologies and expert services offered for the implementation of the e-commerce renewal and integration solution:

A solution based on the Adobe Commerce (powered by Magento) e-commerce platform developed to meet B2B and B2C customer needs
Solteq Connector integration platform
Modelling of e-commerce and online business processes
Online store UI design
Consulting and supporting the implementation of the new PIM system
Consulting on customer-specific assortment and price modeling for the ERP system
Development of product management (e.g. assorted products)
Customer-specific concept categories for the most important B2B customers with content / "online stores within an online store"
Support for customer-specific assortment, prices and contents
New modern and better PIM and ERP integrations

Solutions and services for digital marketing

SEO optimization, development and guidance for content production
Monitoring of digital advertising, metrics and setting up the platforms
Multichannel advertising consulting
Google Merchant Center and Shopping integrations
Google Ads account setup

About E.Ahlström

E.Ahlström is a well-known Finnish restaurant supplier, wholesaler and since recently also service and design house. E.Ahlström offers products and services for restaurants of all styles and moods.