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J. Schmalz GmbH

Modern Internet presence enables targeted marketing


Benefits to our customer:

Checkmark for the benefit of our customers

Multifunctional website serves as sales channel, instrument for new customer acquisition, service portal and marketing instrument

Checkmark for the benefit of our customers

Generation of qualified leads and relief of direct sales

Checkmark for the benefit of our customers

Increased visibility of the company and customer loyalty

  • Grafik: Etappen des Kaufprozesses

    Requirements

    Online mapping of sales and marketing processes

    Vacuum specialist Schmalz has had an online shop since 2002. But new customers used to mainly come via direct sales. In 2014 Schmalz drew up a wide-ranging e-commerce strategy. The company developed a phase model for its website which would give customers the right answers at every phase in the buying decision. This model was to map the different stages in the buying decision – that is, search, plan, design, procure, operate and optimise. To do this, the entire marketing, sales and service process had to be mapped online.

    T-Systems MMS took on the task of mapping the new strategy on the company's website. It was not only to be sophisticated in terms of technology and content, but also focus strongly on the customer.

Solution

A modern website for sophisticated marketing

A sales channel, a tool for acquiring new customers, employer branding support, a service portal and a marketing tool – Schmalz's new website meets all these requirements. This multifunctionality means connecting to the company's IT infrastructure and to various backend systems such as the CRM, ERP and PIM systems.
After only nine months, Schmalz and T-Systems MMS succeeded in rolling out the new website and the B2B online shop in 17 countries and in five languages. It is about to be launched in China.


  • Grafik: Website als Vertriebskanal

    Benefits

    Qualified leads for sales, top-quality service for customers

    Large numbers of registered users are using the wide-ranging offering, downloading PDFs and data sheets, and viewing videos with in-depth information about Schmalz products and about specific use cases.

    At the same time, customers can now use the new website to place orders very quickly, as this process has been made very simple in the new online shop and no longer requires any special technical skill. The website is also highly user-friendly and, with its responsive design, it displays well on mobile devices.

    Using the integrated analytics tools, Schmalz's sales and marketing department can get useful information about their website visitors’ browsing behaviour and then take new sales decisions. The website is also helping greatly to generate and qualify leads.
    Moreover, online editors can use the new editing system to quickly and easily create, change or delete content, which saves a great deal of time.

  • Grafik: Martin Gaubitz, Leiter E-Commerce und Online Marketing

    Martin Gaubitz, Head of E-Commerce and Online Marketing J. Schmalz GmbH:

    “For us, these are all clear signals that we're going in the right direction with this offering. The new site has substantially increased usage. Visitors are staying longer and downloading more.”

About Schmalz

The family-owned company was founded in 1910 as “Johannes Schmalz Rasierklingenfabrik ('Razor Blade Factory’), then manufactured transport equipment, and took a new direction in 1984 by specialising in vacuum technology. Schmalz is now the world's leading supplier of automation, handling and clamping technology. The company employs over 1,100 people at its base in Glatten, in the Black Forest, and at 16 foreign subsidiaries.



Modern website
Website of Schmalz
schmalz.com/en

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