In 2019, IT distributor EET Group had reached new heights of growth. The company’s expansion made it necessary to build an entirely new system landscape capable of supporting continued increases in revenue, customers, and products. At the same time, they wanted to streamline the organisation with a unified platform that could connect data and processes across departments. But how do you build a solution that meets ambitious growth visions while satisfying stringent scaling requirements?
Results
80%
of all purchasing customers visit the webshop before placing an order.
70%
of all orders are placed through digital channels.
25%
increase in revenue after implementing the new e-commerce platform.
Strategy
…is the title of EET’s strategic direction. Focusing on being prepared for the market of the future became central to the new e-commerce solution. EET aimed to become the natural consolidator in a fragmented but growing market driven by secular trends, and the updated online business needed to reflect this.
The ambition was to create a unified commerce solution that would function as a cohesive platform across countries, departments, processes, and channels. It was designed to support the company’s evolution from a traditional physical distributor—focused on strong local sales interactions and manually managed growth—into a leading European one-stop-shop with the customer at the centre.
The digital platform was intended as a catalyst for business development, enabling the fulfilment of ambitions including revenue growth, cost efficiency, product quality, and customer satisfaction.
The technology
The completed unified commerce solution has led to several key outcomes:
- Product creation has been streamlined, enabling the company to add 8,000 products per month.
- Customer satisfaction, measured by NPS, has increased from 26% to 35%—a significant jump in an industry where the average NPS score is just 3.9%.
- EET Group has acquired 48 IT companies, all seamlessly integrated into the new e-commerce solution. This includes the latest acquisition, Oprema in the UK, where a white-label webshop has been launched on Oprema.co.uk
Result
- In 2020, the company generated DKK 3.2 billion in revenue, rising to DKK 4.2 billion in 2021. During this period, the website saw a 25.3% increase in sales, while revenue via EDI integrations grew by 39.6%.
- 80% of all purchasing customers visit the webshop before placing an order, making it central across individual customer journeys.
- A focus on personalisation and relevance has reduced the bounce rate by 14%, while page views have increased by 25%. Additionally, the number of users on the website grew by 12% over the past year.
- Over 70% of all orders are placed through digital channels.
EET Group is preparing for the future with plans that strengthen the value chain and further optimise the customer and purchasing experience.
New technologies and features will tie customers even closer to the business, ensuring growth continues along the steep trajectory in the years ahead. The journey is far from over for this successful company, which continues to make waves in the digital landscape.
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