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The digitization of sales, especially in the B2B sector of medium-sized companies, is inevitable for companies that want to remain competitive. But how to start? And with what? What are the first steps? Stefan Kahr, CTO of Nekom, Andr\u00e9 Roitzsch, CEO of SHOPMACHER and Manuel Ludvigsen-Diekmann, CTO of SHOPMACHER answer these and other questions.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.2″ _module_preset=”default” width=”55%” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”0px||0px||true|false” custom_padding=”0px||0px||true|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.shopmacher.de\/wp-content\/uploads\/2021\/04\/Nekom_Interview_SHOPMACHER.jpeg” title_text=”Nekom_Interview_SHOPMACHER” _builder_version=”4.9.2″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”0px||0px||true|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.9.2″ _module_preset=”67e16909-3adc-4d25-9452-4300f7485e24″ global_colors_info=”{}”]<\/p>\n
Andr\u00e9 Roitzsch, Stefan Kahr and Manuel Ludvigsen-Diekmann<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.2″ _module_preset=”default” width=”55%” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” min_height=”842px” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.9.2″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”_initial” hover_enabled=”0″ global_colors_info=”{}” text_font=”||||||||” sticky_enabled=”0″]<\/p>\n
Andr\u00e9 Roitzsch<\/strong> : Well, first of all you have to understand that for a medium-sized company whose core business is usually not digitization, subjectively a huge mountain of questions piles up: How and with what do I actually start? What budget do I need? Setting up your own IT infrastructure requires investment funds that are often not even available, especially in medium-sized companies. What are the actual risks? And where do the employees I need for this come from? Recruiting suitable personnel to build up digital know-how is very difficult, since there are hardly any suitable candidates on the personnel market. And when they do, they rarely turn to medium-sized companies.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Manuel Ludvigsen-Diekmann<\/b> : First of all, it is important to make the offer itself digitally available. This is a real challenge for many. Especially in B2B medium-sized companies, there is often no cross-sales region-wide uniform product data for the main products – from the designation to the description of the product to the illustration. Even the item numbers are often not consistent. Not to mention spare and wear parts or services. The core and first step on the way to digital sales is therefore the creation of a uniform digital catalog for the entire range.[\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Stefan Kahr:<\/b> The technical basis of the digital catalog could be, for example, an e-commerce PIM (Product Information Management) that provides very good options for product data maintenance, as well as a full-text search based on various criteria. The use of a PIM “forces” to standardize product data – and also provides a way. In the existing merchandise management or ERP systems, this is often hardly possible due to the growing interdependencies.<\/p>\n Andr\u00e9 Roitzsch:<\/b> Figuratively speaking, the offer becomes a \u201cliquid\u201d through uniform digital cataloging that I can then \u201cpour\u201d into every conceivable channel and which then adapts like a liquid to the vessel into which I \u201cpour\u201d it. That’s why this is the first step.[\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Stefan Kahr (laughs): No, unfortunately it’s not that easy! The digitization and harmonization of the product data is only the necessary basis. Only then are they \u201cpoured\u201d into different distribution channels. This means that I can continue to use existing sales channels with greater efficiency – for example because previously analog processes are no longer necessary. Or I open up completely new digital sales channels that I didn’t have access to before by activating a commerce function for selected product ranges.[\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Andr\u00e9 Roitzsch:<\/b> If, for example, I’m involved in technical trading, it may well be that I can continue to convey the advantages of my complex main range best through personal advice. Then I benefit from digitization because I no longer have to fill out an order form by hand at the customer’s site, but can instead place an order directly in the warehouse via tablet – including availability, delivery date, etc. – all in real time. That would be process optimization in a proven sales channel.[\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Andr\u00e9 Roitzsch:<\/b> Only spare or wearing parts could then be reordered in an online shop. Or services such as training courses for which appointments can then be made online. This relieves the sales staff, who can then concentrate on selling the main range.<\/p>\n Stefan Kahr:<\/b> Some things can also be automated here. I know when certain wearing parts are needed. A digital distribution system can then address the customer in a timely and proactive manner, who may then order online. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Andr\u00e9 Roitzsch<\/strong> : In our experience, it’s less a question of technology than of the right approach. That’s why we developed the B2B suite. The technical questions become a minor matter that we take care of.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Stefan Kahr:<\/b> Our B2B suite is tailored precisely to the above-mentioned needs. We provide the entire technology as SaaS for a manageable monthly rate. And always exactly as much as makes sense and is feasible for the respective dealer. The core is a three-stage, tried-and-tested process model: we start with the digitization of the offer, in the second step we specifically switch on the first simple standard commerce functions and in step three individual features are then developed. Everything that a retailer cannot (yet) handle on their own comes from us \u2013 from editing to online marketing to logistics. The special thing about our offer is not the technology, but the fact that we can take it by the hand. You can use it to sell digitally quickly and with little effort.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.9.2″ _module_preset=”default” width=”55%” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.shopmacher.de\/wp-content\/uploads\/2021\/04\/Interview-Nekom-Shopmacher-scaled.jpg” alt=”Interview Nekom Shopmacher _ DIGITALIZATION STRATEGIES FOR B2B MEDIUM ENTERPRISES ” title_text=”Interview Nekom Shopmacher” _builder_version=”4.9.2″ _module_preset=”default” custom_margin=”30px||0px||false|false” custom_padding=”0px||0px||true|false” filter_saturate=”91%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.9.2″ _module_preset=”67e16909-3adc-4d25-9452-4300f7485e24″ custom_margin=”0px||15px||false|false” custom_padding=”10px||0px||false|false” global_colors_info=”{}”]<\/p>\n Andr\u00e9 Roitzsch, Stefan Kahr and Manuel Ludvigsen-Diekmann<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Manuel Ludvigsen-Diekmann<\/strong> : No, the whole thing is geared towards us getting out again at some point and designed in such a way that a retailer can take over individual sub-areas or the entire system at any time if he has gained sufficient experience and built up skills. The advantage is that you only make major investments in digitization when you are ready and able to assess the implications.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.9.2″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.11.4″ _module_preset=”6ef5f875-8750-478a-9764-36675c174ece” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Stefan Kahr:<\/b> Yes, there are typical, recurring requirements, especially for beginners. We thought it through and developed the solution together with really first-class partners. Nekom’s middleware, which has been tried and tested internationally for years, supplies the entire backend, from the master data to the interfaces and logistics. And as a commerce platform we use Shopware, one of the most modern and widespread systems in the German market.<\/p>\n Andr\u00e9 Roitzsch:<\/strong> In addition, we Shopmacher, as an integrator, have been gaining the experience required to use these high-performance systems efficiently, in a sales-oriented manner and with a sound commercial understanding for more than 15 years now.[\/et_pb_text][dsm_icon_list _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][\/dsm_icon_list][et_pb_text _builder_version=”4.6.0″ _module_preset=”3b6de9dc-9290-4ad3-9f67-28ec97e192ef” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][dsm_icon_list icon_padding=”1px” list_space_between=”18px” list_background=”rgba(0,0,0,0)” list_padding=”|||30px|false|false” list_padding_tablet=”” list_padding_phone=”|||0px|false|false” list_padding_last_edited=”on|phone” _builder_version=”4.9.2″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”15px||15px||true|false” global_colors_info=”{}”][dsm_icon_list_child text=”Interview with the ECC Club ” font_icon=”%%28%%” icon_padding=”0px” icon_font_size=”18px” url=”https:\/\/www.ifhkoeln.de\/newsroom\/blog\/details\/der-erste-schritt-zum-digitalen-vertrieb-ist-die-erstellung-eines-einheitlichen-digitalen-katalogs-interview-mit-ecc-club-mitglied-shopmacher\/” url_new_window=”on” _builder_version=”4.9.2″ _module_preset=”default” text_font_size=”16px” global_colors_info=”{}”][\/dsm_icon_list_child][dsm_icon_list_child text=”Podcast with Stefan Kahr” font_icon=”%%28%%” icon_padding=”0px” icon_font_size=”18px” url=”https:\/\/digitales-unternehmertum.de\/warum-die-digitalisierung-des-vertriebs-im-b2b-so-wichtig-ist-248\/#Podcast_anhoumlren” url_new_window=”on” _builder_version=”4.9.2″ _module_preset=”default” text_font_size=”16px” custom_padding=”||||false|false” global_colors_info=”{}”][\/dsm_icon_list_child][dsm_icon_list_child text=”First order in record time” font_icon=”%%28%%” icon_padding=”0px” 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_module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.1″ _module_preset=”bdbb3f40-2c94-4a5a-ad50-00c5a914af1c” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_blog posts_number=”1″ meta_date=”j. M Y” show_categories=”off” _builder_version=”4.11.1″ _module_preset=”74be4b22-f98e-4286-aaa8-8b34bf95a7f2″ global_colors_info=”{}”][\/et_pb_blog][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_blog posts_number=”1″ include_categories=”48″ meta_date=”j. M Y” show_categories=”off” _builder_version=”4.9.4″ _module_preset=”74be4b22-f98e-4286-aaa8-8b34bf95a7f2″ global_colors_info=”{}”][\/et_pb_blog][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.6.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_blog posts_number=”1″ include_categories=”50″ meta_date=”j. M Y” show_categories=”off” _builder_version=”4.9.4″ _module_preset=”74be4b22-f98e-4286-aaa8-8b34bf95a7f2″ global_colors_info=”{}”][\/et_pb_blog][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" The digitization of sales, especially in the B2B sector of medium-sized companies, is inevitable for companies that want to remain competitive. But how to start? And with what? What are the first steps? Stefan Kahr, CTO of Nekom, Andr\u00e9 Roitzsch, CEO of SHOPMACHER and Manuel Ludvigsen-Diekmann, CTO of SHOPMACHER answer these and other questions.Andr\u00e9 Roitzsch, Stefan Kahr and Manuel Ludvigsen-DiekmannThe digitization of your own sales poses major challenges, especially for medium-sized companies. Why?Andr\u00e9 Roitzsch : Well, first of all you have to understand that for a medium-sized company whose core business is usually not digitization, subjectively a huge mountain of questions piles up: How and with what do I actually start? What budget do I need? Setting up your own IT infrastructure requires investment funds that are often not even available, especially in medium-sized companies. What are the actual risks? And where do the employees I need for this come from? Recruiting suitable personnel to build up digital know-how is very difficult, since there are hardly any suitable candidates on the personnel market. And when they do, they rarely turn to medium-sized companies.A medium-sized company dares to take the step towards digitization. What approach do you recommend for this?Manuel Ludvigsen-Diekmann […]<\/p>\n","protected":false},"author":16,"featured_media":239843,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[81,76,82,78,80],"tags":[],"class_list":["post-240188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-digitalization","category-interview-en","category-items","category-opinion"],"_links":{"self":[{"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/posts\/240188","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/comments?post=240188"}],"version-history":[{"count":0,"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/posts\/240188\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/media\/239843"}],"wp:attachment":[{"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/media?parent=240188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/categories?post=240188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shopmacher.de\/en\/wp-json\/wp\/v2\/tags?post=240188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}A medium-sized company dares to take the step towards digitization. What approach do you recommend for this?<\/b><\/span><\/h2>\n
SOUNDS REASONABLE. BUT HOW DOES ONE DO IT?<\/b><\/span><\/h2>\n
So just introduce a PIM – and you’re already digitized?<\/b><\/span><\/h2>\n
What exactly do you mean by that?<\/b><\/h2>\n
And what do you mean by \u201cselected ranges\u201d? <\/b><\/span><\/h2>\n
OK, understood – but now back to the question of how to get all this off the ground without much experience in digitization. <\/b><\/span><\/h2>\n
How’s that? <\/b><\/span><\/h2>\n
Sounds good – but doesn’t that make you dependent on your solution? <\/b><\/span><\/h2>\n
And you can offer all of that from a single source? <\/b><\/span><\/h2>\n
A HOT TOPIC THAT IS DISCUSSED RIGHT NOW IN DIFFERENT PLACES<\/span><\/h2>\n
ALSO INTERESTING<\/span><\/h2>\n