How Pelle P brought its B2C and B2B e-commerce together for more efficient operations and a consistent brand experience

Pelle P needed a new, modern e-commerce platform to bring its B2C and B2B e-commerce together in one and the same system. With Viskan as the solution, Pelle P can now offer the same smooth buying experience to both consumers and resellers while meeting the needs of both customer groups. With simple, time-saving management, high performance and a consistent brand experience across every channel.

Background

Pelle P sells its clothing collections through its own stores, its e-commerce site and via resellers across the Nordics and Germany. To meet the demands of e-commerce, the company decided to invest in a new, modern e-commerce solution. The goal was a platform that could handle both B2C and B2B with high performance, simple administration and a consistent brand experience. They found that solution in Viskan E-commerce Platform.

Pelle P decided to switch web platforms in 2018, carried out procurement and setup/integration during 2019, and launched the new solution at the beginning of 2020.

Challenges

Pelle P serves both end consumers and resellers. That meant it needed an e-commerce platform capable of meeting the different needs of both customer groups. In other words, an inspiring and easy-to-navigate e-commerce experience for both B2C and B2B, including a separate, simple and clear order flow for resellers. The challenge was finding a system that could handle every flow seamlessly, from product data to order management, in one and the same platform to avoid duplicate work and keep the brand experience consistent.

Opportunities

By bringing both B2B and B2C together on the same platform, Pelle P can streamline its processes, reduce duplicate work and create an equally inspiring and smooth customer experience for both B2C and B2B. With one shared platform for every flow, it becomes easier for the business to expand internationally, strengthen the brand and improve digital service for resellers.

Solution

With Viskan E-commerce Platform, Pelle P has a complete solution that brings everything together in one place, from CMS and product data to order flows and customer communication. The business can now manage both customer groups easily while offering smooth B2B features such as order history, stock status and matrix-based ordering. Thanks to the stable and scalable e-commerce solution, Pelle P has increased sales, strengthened the brand, reduced internal administration and gained a strong platform for future expansion in Sweden and internationally.

For Pelle P, it was important to manage B2C and B2B in the same system

Pelle P is a family-owned business with a clear brand focus that works actively with both B2C and B2B sales. From its own seasonal stores and pop-up concepts to international expansion and strong reseller networks. The company realised it was being held back by its existing e-commerce solution. To keep growing and developing, Pelle P needed a modern e-commerce platform where both consumers and resellers could meet in the same smooth brand experience.¨

Jarl Alfgården, CFO at Pelle P, describes the situation like this: ”We started looking for a new solution in 2018 when we realised our existing website was no longer up to the job. Our goal was to create a modern, fast e-commerce solution that could meet the needs of both consumers and resellers. Even though our main focus at the start was B2C, it quickly became clear that the B2B side also needed to be integrated into the same system. It was important for us to have one shared platform where everything works together, both visually and technically. That makes day-to-day work much easier.”

Bringing B2C and B2B together on the same platform creates major efficiency gains

B2C and B2B customers have different behaviours and needs. While consumers often buy based on emotion and inspiration, B2B customers such as resellers want to solve a specific need as quickly and smoothly as possible. Being able to manage both B2C and B2B on the same platform brings many advantages. You can use the same product data, CMS and order flow across different customer journeys for more efficient operations. That makes it easy to create an open, inspiring e-commerce experience for every customer, with a logged-in B2B experience that gives business customers customer-specific agreements, pricing and functionality.

The fact that Viskan’s platform could easily handle both B2C and B2B in the same system was a major reason why Pelle P chose Viskan. ”Having everything gathered in the same system is the biggest win,” says Jarl. ”With one shared platform, the work becomes simpler and more efficient. We no longer have to manage several different solutions and integrations, and we only need to enter data once. That means less administration, which saves both time and resources. It also gives us a more consistent brand.”

The platform’s flexibility has reduced extra work for Pelle P

Now that Pelle P can manage both B2C and B2B in Viskan’s solution, the business no longer has to deal with duplicate processes, which has led to greater efficiency and increased control across its entire e-commerce operation. That has created gains across every flow.

”On the B2C side, we use the full foundation of Viskan’s platform, from order placement and payments to campaign management and product presentation,” says Jarl. ”In collaboration with Viskan, we’ve also added functionality through integrations, including CRM. Viskan has strong APIs and connections that make it easy to integrate with the platform. Together, we’ve also tailored the solution to create a fast, modern and user-friendly site that reflects our brand in a professional way.”

Above all, the move to Viskan has made it possible for Pelle P to give its B2B customers the same smooth experience as in B2C. ”Resellers mainly use features for order placement, order history and stock status,” says Jarl. ”They can quickly see availability, place orders directly and receive confirmation without any manual handling. One particularly appreciated feature is the matrix function, where resellers can easily view different sizes and colours and place orders for multiple variants at once. These features have made it easy for our B2B customers to buy when it suits them, while still giving them a clear overview of the range and availability.”

”Creating an experience for resellers that is just as smooth as it is for consumers can be a challenge, but Viskan has made it simple by bringing everything together in one and the same platform,” says Jarl. ”The order flows are very smooth. When a customer places an order, whether it’s B2C or B2B, everything moves through the system automatically. That minimises manual handling and makes the process fast and efficient. It has simplified our day-to-day work considerably.”

Viskan E-commerce Platform has helped Pelle P simplify B2B sales and strengthen the brand consistently

A powerful platform that can handle both B2C and B2B has led to clear efficiency gains for Pelle P. Its e-commerce operation has seen virtually no extra administration for B2B because everything sits in the same platform. ”Today, we have a solution where both consumers and resellers meet in the same environment, which creates a consistent and efficient way of working for us. Viskan’s platform is easy to work in because it’s one and the same system for both B2C and B2B,” says Jarl.

This has a clear impact on the brand experience too. ”There’s no doubt that the brand experience is consistent – it’s always the same Pelle P, regardless of country or customer type,” says Jarl. ”It works smoothly for B2C customers, and more and more resellers are now using the digital platform. We estimate that 60–70 % of B2B top-up orders now happen online, and customer satisfaction is high. At the same time, we’ve kept the close customer relationships through our conversations with resellers. Viskan has helped us create a seamless and efficient buying experience for all our customer groups.”

”The new platform became like a Formula 1 car for us, and we increased sales several times over quite quickly thanks to the strength of the platform. The website is always up and running thanks to secure operations that give us peace of mind. We’ve worked together for several years and see Viskan as a stable, reliable and knowledgeable partner that contributes real insight into how e-commerce works. Viskan has also supported our international expansion, including helping us create a fully German-language site for the German market. We have a strong exchange between us - we come with requests for functionality and Viskan solves them. They’re genuine, personal and really know this area.”