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Case Study: How Blackwoods Increased Online Capabilities with SAP Commerce Cloud & Coveo

Key Takeaways

⇨ Blackwood, Australia's largest supplier of industry and safety products, launched a new web platform in 2019, enhancing online capabilities and aiming for an industry-leading customer experience in partnership with SAP Commerce Cloud.

⇨ The integration of advanced search algorithms and machine learning with Coveo significantly improved user search experience, resulting in a rise in digital sales from 33% to 55% and reducing the rate of null searches from 18% to 10%.

⇨ By utilizing the assisted service module of SAP Commerce Cloud, Blackwood improved customer inquiry response times, streamlined operations, and positioned itself for continued growth in a competitive market.

Blackwood, Australia’s largest supplier of industry and safety products, enhanced its digital capabilities through a partnership with SAP Commerce Cloud and Coveo, resulting in increased digital sales penetration from 33% to 55%, improved search functionality, and streamlined operations, positioning the company for continued growth.

Blackwood, Australia’s largest supplier of industry and safety products, processes over 1.5 million orders annually, sourcing from more than 5,000 suppliers and offering 350,000 SKUs through a network of over 50 branches and six distribution centers. In 2017, Blackwood initiated a digital transformation program to enhance its online capabilities, culminating in the launch of a new web platform in 2019 in partnership with SAP Commerce Cloud. This platform aimed to deliver an industry-leading online experience and boost digital sales.

The revamped website, blackwoods.com.au, features advanced B2B functionalities such as spend management, track and trace, and custom user management, alongside self-service tools to facilitate product discovery. Following the launch, Blackwood prioritized improving its user search experience by collaborating with Coveo to integrate sophisticated search algorithms and machine learning capabilities. This integration proved highly effective, allowing Blackwood to scale its operations while enhancing search functionality.

As a result of these initiatives, Blackwood experienced a significant increase in digital penetration, rising from 33% to 55%, indicating more sales are being processed through digital channels, thereby improving customer efficiency. Notably, 70% of items added to carts originated from search results, showcasing the effectiveness of the enhanced search features. Additionally, the rate of null searches dropped from 18% to 10%, meaning customers can now find products more easily, leading to fewer inquiries and enhancing team productivity.

By leveraging the assisted service module of SAP Commerce Cloud, Blackwood is able to respond swiftly to customer inquiries, further streamlining operations and improving service delivery. Overall, these digital advancements have positioned Blackwood for continued growth in the competitive market.

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