Page 38 - CBM31

~ Intershop ~

through vital acquisitions such as the ones of JPG, Bernard, development of the customer portal is possible without
Mondoffice, Kalamazoo, Viking, and recently RETIF. excellent project effort.

But what lays further down the road for RAJA now that Besides leading labels, RAJA also has its own brand,
they have become an EU-leading organization? The answer which offers “quality at the best price” and is presented in
again is directly connected with their utmost commitment the shop with the RAJA logo and dedicated catalogues.
to their customers. There are also catalogues specially designed for the needs
of online sellers, which make it easier for this customer
Could you please elaborate on a timeline and strategic segment to protect and package sophisticated products
map of RAJA’s European expansion? optimally and, of course, personalize them with their own
“Antoine: In 1994, RAJA acquired Binpac in Belgium, logos via our RAJA Print offer.
which served as a springboard for its international growth.
Business operations were launched in the Netherlands Which one would you consider the main challenge for
in 1997, followed by Germany (1999), Spain (2003), RAJA currently?
Austria (2004), Italy (2006), the Czech Republic (2007), Antoine: Handling, collecting, and learning to use data
Switzerland (in 2008), Denmark (2010) and Sweden is a main challenge not only for us but for any company
(2012). In 2016, operations began in Slovakia and Portugal, striving to be successful nowadays. Investing in data skills,
and 2021 in Hungary. not only data analysis but also data science will be the
game changer for companies in the future. We have started
Through business creations and acquisitions, the Group a complete Generative AI opportunity study in partnership
has become Europe’s largest packaging distributor while with Microsoft and are actually transforming our inner
diversifying its activities to include warehouse equipment, organization – HR, sales, marketing, e-commerce, legal –
janitorial and sanitary supplies, office supplies and to reach operational excellence and create new innovating
furniture, personal protective items, and a range of retail services for our customers.
store equipment.
Which one do you think is RAJA’s biggest competitive
One of the main ideas behind RAJA’s success is expressed advantage?
in the catalogue created by Danièle Kapel-Marcovici: to be Antoine: Our customer experience and customer-centric
where the customer is, to provide customer-centric support, approach. Our customers speak for themselves; over 50% of
and to be a partner, not only a provider or wholesaler but our customers have been with RAJA for over 20 years. This
a real partner who is there at your side supporting your means we have partnered with businesses that have grown
business at every step. alongside us for over two decades.

And this concept is precisely what we wanted to translate Companies that have trusted us during their entire
into our e-commerce and e-procurement solutions. To business life cycle and who appreciate our expertise as
create a solution that is able to provide localized and advisors and the quality of our products. ••
customized support and cater to the specific needs of
each of our customers, regardless of their size or region. A
solution that allows RAJA to keep being that partner, that ABOUT INTERSHOP B2B COMMERCE
ally you have for all the packaging needs of your business. As an innovative leader, you need a commerce platform that matches
your vision and handles your organization’s complexities. Intershop’s
How have you implemented this localization and B2B commerce platform is here to transform and digitalize your business,
customization? enhance customer experiences, and boost online revenue in this AI-driven,
Antoine: So, when you call RAJA France or when you digital-first age.
contact RAJA France online, you will be greeted and
supported by one of our staff members in France, the Trusted by top manufacturers, wholesalers, and retailers, our platform
same thing in Germany, Spain and all the other regions in combines advanced B2B features with cutting-edge AI innovations. With
Europe where we operate. SPARQUE.AI for intelligent search and recommendations, Intershop Copilot
This is so important for us because most of the brands that for AI-driven assistance, and the AI Business Data Hub for powerful data
are working with RAJA have been working with us for the insights, we ensure your business thrives. Our scalable, composable
better part of the last 20 years. architecture adapts to your business’s complex needs, ensuring seamless
integration and optimal performance.
In that same sense, the Intershop solution also allowed
for the implementation of new payment options or a chat Discover how Intershop can elevate your digital commerce strategy to boost
service in the portal—thanks to standardized interfaces your online business. https://www.intershop.com.
based on the REST framework, continuous further

38