Key Lessons from Braskem’s B2B eCommerce Transformation

Table of Contents

  1. Introduction
  2. The Necessity of Digital Transformation
  3. Crafting the Right Solution
  4. Finding the Right Tools and Allies
  5. Beyond Initial Hiccups: Keys to Success
  6. Conclusion
  7. Frequently Asked Questions (FAQ)

Introduction

Imagine the transformation journey of a company that produces the critical components for countless everyday products, from automobile parts to food packaging. This is the story of Braskem, the largest plastics producer in the Americas, and their bold leap into the digital era through B2B eCommerce. Braskem's journey offers significant lessons for manufacturers aiming to digitize their operations and enhance customer experiences.

With the world increasingly shifting online, Braskem’s customers were craving a digital experience. Inspired by the convenience of consumer apps, Braskem ventured into developing their own B2B eCommerce platform. The result was Edge, a comprehensive portal that streamlined the entire sales process. But how did they get there, and what can other manufacturers learn from their journey?

This blog post explores Braskem's digital transformation, the challenges faced, and the strategies that led to their success. By the end of this post, you'll gain insights into Braskem's experiences and actionable tips for embarking on a similar digital journey.

The Necessity of Digital Transformation

In an era where even pizza orders can be tracked with high precision, Braskem realized the need for a similar level of digital convenience for their extensive B2B operations. The driving force behind this shift was the evolving expectations of their customers who now favored more streamlined and digital purchasing processes.

The challenge was substantial. Braskem's massive and diverse product catalog, serving a wide array of industries, required a solution tailored to their unique business model. To address this, they launched their B2B eCommerce portal, Edge, in 2019. This platform was designed to simplify the sales process, from order placement to tracking.

Crafting the Right Solution

Innovative Approach and Team Collaboration

Braskem’s journey began in their ventures area, a space dedicated to nurturing innovative ideas separate from traditional practices. They assembled a team that had an in-depth understanding of both the company's operations and customer needs. Recognizing that technology alone wouldn't suffice, they focused equally on the people and processes involved.

Rather than rushing to a full-scale launch, Braskem opted for a pilot project within a smaller business unit. This allowed them to test, gather feedback, and make necessary adjustments based on real customer interactions.

Overcoming Initial Challenges

Adoption did not happen overnight. Both Braskem and their customers faced a learning curve. Traditional customers needed time to adjust to the new digital interface, and Braskem needed to fine-tune the platform based on continuous feedback. This iterative process allowed for gradual improvements and better alignment with customer needs.

Using a customer-centric approach, Braskem showed customers how the new platform could enhance their operations. Instead of merely providing instructions, they demonstrated real-world applications that added value to their customers' day-to-day activities.

Insights from Data and Collaboration

Braskem's commitment to data tracking was key in guiding the platform's evolution. By religiously monitoring data and leveraging insights, they could ensure Edge evolved effectively. Collaboration with AAXIS, their digital transformation partner, brought in the necessary expertise and support to navigate implementation challenges.

Braskem also took an active approach to gather customer feedback. Instead of relying solely on internal assumptions, they engaged directly with customer groups, fostering a strong sense of partnership. This approach not only facilitated better feedback incorporation but also created a compelling “win story” that resonated across the organization.

Finding the Right Tools and Allies

Choosing the right technology and partners was crucial for Braskem. They needed a platform that was not just flexible and customizable, but also capable of handling the complexities inherent in B2B commerce. OroCommerce, with its advanced features like customer management, hierarchical accounts, and order processing capabilities, perfectly aligned with Braskem’s needs.

However, technology alone wasn't enough. Braskem required a guide familiar with the B2B digital landscape, and AAXIS filled this role. Their deep expertise and proven success record helped Braskem navigate through challenges, enabling a smoother implementation process.

Beyond Initial Hiccups: Keys to Success

Gradual Acceptance and Expansion

Despite initial hurdles, the Edge platform gradually gained traction. As customers began to see its benefits, adoption rates climbed steadily. What started as a pilot project within a single business unit evolved into a core aspect of Braskem's customer experience.

Braskem's digital transformation extended beyond mere technological changes. It represented a shift in business practices, focused on listening to customers, embracing change, and persistently improving processes.

Essential Lessons for B2B Manufacturers

Braskem's story offers several key takeaways for B2B manufacturers looking to digitize their operations:

  1. Understand Customer Needs: Engaging with customers to understand their pain points and needs is crucial. This allows for a more targeted and effective digital solution.

  2. Iterative Development: Start with a pilot project to gather feedback and make adjustments. This approach helps in refining the platform before a full-scale launch.

  3. Data-Driven Decisions: Regularly track and analyze data to guide platform improvements. Data insights are invaluable in aligning the solution with customer expectations.

  4. Collaborate with Experts: Partnering with experienced digital transformation experts can provide the necessary guidance and support to navigate challenges.

  5. Customer-Centric Approach: Show customers how the new platform can benefit them in real-world scenarios. This practical demonstration helps in overcoming resistance to change.

Conclusion

Braskem’s journey into B2B eCommerce stands as a powerful example for traditional industries looking to embrace the digital future. By understanding customer needs, continuously iterating on their solution, leveraging data, and partnering with experts, Braskem successfully transformed their business operations.

Braskem's experience underscores the importance of a balanced approach that combines technology with deep customer insights and expert guidance. For any manufacturer considering a similar digital transformation, Braskem’s story is a testament to the potential benefits and successes of embarking on such a journey.


Frequently Asked Questions (FAQ)

What prompted Braskem to shift to B2B eCommerce?

Braskem recognized the increasing customer demand for more streamlined and digital purchasing experiences, akin to those in consumer markets. This prompted them to create a B2B eCommerce platform to better serve their diverse customer base.

How did Braskem ensure the success of their eCommerce platform?

Braskem employed a customer-centric approach, leveraging data insights, and engaged in iterative development by starting with a pilot project. Collaboration with digital transformation experts further ensured successful implementation.

What role did customer feedback play in Braskem’s digital transformation?

Customer feedback was crucial. Braskem actively engaged with customers to understand their needs and gather insights, which were then used to continuously improve the platform, ensuring it met customer expectations effectively.

Why was choosing the right technology and partners important for Braskem?

The right technology, like OroCommerce, provided the necessary features for a robust B2B platform. Partnering with experienced experts like AAXIS ensured efficient navigation of implementation challenges and optimized the platform's performance.

What key lessons can B2B manufacturers learn from Braskem’s experience?

Key lessons include the importance of understanding customer needs, iterative development, data-driven decisions, expert collaboration, and maintaining a customer-centric approach to drive successful digital transformations.

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