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~ Intershop ~

Intershop offers many features for our B2B customers, And the results were there! Revenues increased fivefold
including many specific features that you can’t find out of within ten years. In 1990, the company changed its name
the box in other solutions. This is why we decided to trust from “Cartons RAJA” to RAJA, reflecting its will to
Intershop and have stayed with it. diversify, expanding the offering from packaging to include
other product ranges.
However, Intershop provides a strong base for B2B
e-commerce and has allowed us to build upon it to improve Let’s talk a bit about the complexity of B2B commerce
with features that allow us to cater to our different and what kind of approach you are following?
verticals’ specific needs. Antoine: In the online RAJA, the customer is at the
centre. For us, the customer is everything. So, no matter
Which features did Intershop provide to RAJA? the channel, we need the customer to be the centre of the
Antoine: The main features we were searching for with experience. To achieve this, our approach has been to have
Intershop were first related to procurement acceleration. a very strong in-house team that is fully committed to
Intershop is open by design to complex organizations and providing and creating the best online experience for our
B2B workflows, which is vital because B2B e-commerce customers.
is rich and complex in matters such as different types of
invoicing or approval basket workflows, for example. From the UX to the development, our goal is for our
online customers to get a high-quality RAJA customer
And those kinds of basic but very B2B-specific features – journey experience. So much so that we want all of our
Intershop already has them by design and can be greatly businesses to be under the same core model with Intershop.
improved very easily. For example, Viking, currently producing over 90% of the
revenues online, will be moved to this core model. We want
For us at RAJA, the customer must be in the middle of unity in our customer experience.
everything; it is our centre. We don’t want to deliver a
customer experience that you can find everywhere; and we In terms of technical approach, we have begun a migration
want to deliver a customer experience that has our DNA to a MACH architecture: Microservices, API-first, Cloud-
and spirit embedded in it. We want our customers to feel Native, and Headless.
that RAJA is there for them, always.
Remember that RAJA has a complex spectrum of products
And this high-quality customer experience needs to with over 25,000 SKUs. So, our digital distribution
happen all across our international markets, no matter channels also benefit from this seamless interface because
if you are in France or if you are in Portugal; if you are the way in which an order is received by RAJA is not
buying from any of the RAJA group of companies, we want determined by the technology but by the needs of the
you to have the same high-quality customer experience. customers that can differ from small company to big
corporation.
Intershop is also part of our growth strategy of acquisition,
organic growth, and having as many touch points as The spectrum ranges from online or telephone ordering,
possible with our customers. And precisely for this, in the the customer’s online shopping cart, e-mails, the personal
future, we believe that e-commerce will be increasingly account manager on-site to the customer’s ERP system,
prevalent as a main touch point with our customers. So which can be directly integrated into RAJA thanks to EDI
much so that we want to move all of our companies to flows.
work under the same core e-commerce and e-procurement
solution, which means with Intershop. What would you say has been Intershop’s main
advantage for RAJA?
An omnichannel and customer-centric approach Antoine: Centralizing all of our customers’ data is vital for
Taking over the company’s leadership in 1982 at 36, us. We don’t want a customer who is ordering offline to be
Danièle Kapel-Marcovici, the daughter of RAJA founder unable to retrieve or interact with his orders online. We
Rachel Marcovici, proved once again that the brand was want online and offline connected.
brave, courageous, and visionary.
For few years now, we have been providing our marketing
She gave structure to the organization, made the catalogue and sales teams with the customer’s information all the
the primary driver of sales, and enlarged the Gonesse time, regardless of whether this customer is an online or
warehouse in Val d’Oise to ultimately achieve one of the offline customer.
main objectives of her sales policy: to provide delivery
anywhere in France in 24/48 hours and become the Our objective is to know exactly what the customer did,
national leader in packaging. online or offline, and give the marketing teams access to

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