Page 39 - CBM15

~ Intershop ~

E-INNOVATION

WITHIN

MANUFACTURING

Author: Sanne Leenders // Photo: Intershop
Business leaders in manufacturing drive results, and for a good reason. Competition within
manufacturing is fierce, and survival is at stake. The rate of change in digitization, the rise
of artificial intelligence and the increasing competition driven by globalization of markets
profoundly impact day-to-day and future business in manufacturing. Intershop conducted

a survey to get a better understanding of the current status of digital innovation within
manufacturing. It reveals the current maturity levels of manufacturers’ online sales and
service capabilities, the ambition they have, and challenges and opportunities they see to
digitize sales and buying processes to achieve sustainable growth.

any companies have already begun the journey Internal challenges in digital transformation
to transform the manufacturing industry Moving up the digital maturity levels is challenging. The
M digitally, to varying degrees. However, as two biggest internal challenges in the digital journey were
technology continues to grow exponentially, customer the integration of systems in digital commerce infra-
expectations rise and (global) competition grows fiercer. structure (56%) and developing new value-added services
Because of this, the digital innovation capability of for customers (47%). Both of these challenges must be
manufacturers must accelerate, too. overcome to move up the digital maturity levels. Currently,
there are many opportunities within customer portals.
Personalization in B2B webshops is very low However, not everything will be possible all at once, nor
The three key strategic objectives for digitizing after-sales will everything match your business model. You can focus
businesses are all defensive in nature; boosting customer on the services that bring the most value to your custom-
satisfaction (77%), increasing sales to the installed base ers. At the same time, implement a commerce platform
(72%), and reducing cost per transaction (52%). On the which can be integrated smoothly into the existing and
other hand, attracting new customers online is an objective planned IT landscape. This kind of investment should
for only 40% of respondents. In addition, pushing high- support your business at every maturity level and allow you
margin products (19%) and international expansion (10%) to respond in an agile manner to changing customer needs
find themselves at the bottom of the list. It seems most and benefit from market opportunities.
manufacturers are not willing or ready (yet) to tap into the
full business potential of the digital after-sales business. Digital customer portals
Currently, the personalization of the digital shopping “The digitized customer relationship represents “the
experience in B2B webshops is very low. An overwhelming heartbeat of the business” at a glance,” says Intershop.
majority - almost 70% - does not have a clear strategy for The digital customer portal is the next level of evolution
digital after-sales. However, manufacturers can take a look of the B2B online shop. It maps the procurement process
at the standard of excellence from the B2C online world of a B2B buyer group, provides all relevant information,
when it comes to experience and personalisation. digitizes sales- and services processes and supports compa-
nies with after-sales activities and the provision of digital

39