Damstahl - Headless B2B eCommerce Platform

  • Headless eCommerce
  • MACH Princicples
  • Rethinking the Customer Experience
  • Digital-centered Strategy
Client Damstahl A/S
Website damstahl.com
Industry Wholesale

Damstahl is a pan-European stainless steel wholesaler operating in 8 countries who in 2020 distributed 80,000 tonnes of stainless steel from both local warehouses as well as central distribution centers.

Damstahl Building
Return on investment

Values delivered to Damstahl

After previously having used standard eCommerce CMS systems, Damstahl decided to launch their own bespoke B2B eCommerce platform. This decision was a part of Damstahl’s Digital Strategy to support increasing market demand for a better digital experience. Since the launch, Damstahl has seen an increase in Gross Profit and Market Share. And besides offering a next-level Customer Experience, the future-proof platform also functions as an internal sales tool offering 60% savings in order handling.

Faster order process time

60% faster order processing, freeing up Sales to focus on customer relationships and growth.

Increased profit

Increased gross profit on Web-orders compared to traditional “offline” orders.

customers returning back

Increased market share Customers demand ease-of-use self-service solutions in their everyday work.

Picture of the Damstahl solution
Customer Experience

Rethinking the Customer Experience platform

Damstahl had clear business goals to increase the number of digital orders and market share across all markets. Thus the new eCommerce platform is built on the notion of “Making orders online should be easier than calling us”. This meant that the Customer Experience and Performance became essential in all aspects of the platform, and it became clear that a traditional off-the-shelf eCommerce CMS would not work.

intuitive User Interface

A Modern and intuitive user interface to incentivize customers to use webshop instead of email of call.

Increased Performance

Increased performance with ultra-fast navigation and Single Page Application “front-end”, that delivers instant results.

Headless Frontend

Headless “front-end” that easily allows for developing app-like solutions across multiple devices.

Architecture for the modern age

  • Single Page Application and Modern UX/UI
  • Integrations to existing ERP and PIM
  • Native Cloud-apps and Serverless Functions
  • Content Delivery Network
  • Umbraco, .NET Core & REACT.js
  • Damstahl chose Slize Digital Architecture to fuel their new Headless eCommerce platform. It’s composable and modular and allowed Damstahl to integrate, upgrade or replace components with ease.

    It also enabled Damstahl to bring their own Data from MS Dynamic 365 FO (ERP) and Perfion (PIM), and easily combine it with data from Umbraco (CMS), Algolia (Search Engine), and, ActiveCampaign (Marketing).

    The Data sources were combined and made available through a central API Gateway which is used to feed content to the Website and Mobile App. The API can even be used for direct customer or supplier integration.

    Learn more about Approach
    Data Integrations Layer

    ERP
    Microsoft Dynamics 365 FO

    PIM
    Perfion

    API Gateway & Cloud Layer

    Umbraco
    CMS

    Algolia
    Search Engine

    Authentication
    Custom built

    ActiveCampaign
    Email Campaigns

    Frontend Layer

    Website
    ReactJS - Single Page Application

    Mobile Application

    Integrations to existing ERP and PIM utilizing already available Systems of Records.

    Native Cloud-apps and Serverless Functions for scalability, reliability, and performance with Content Delivery Network to increase availability and speed to users globally.

    Single Page Application and Modern UX/UI for ultra-fast and app-like customer experience.

    Designing intuitive User Experience & Interface

    Through an iterative design process involving Customers, Damstahl, and our Design Team, we created a style guide and component library to exclusively serve the Damstahl eCommerce Platform.

    The components are modular and are reused throughout the platform to create a familiar and intuitive user experience.

    Mockups of User Interface Mockups of User Interface
    Webshop Navigation

    Frontpage

    Catalog Navigation

    Catalog Navigation

    Product Detail

    Product Details

    Technologies used to power Damstahl A/S

    Ensuring scalability, availability, and reliability by leveraging enterprise Cloud and SaaS technologies (Ie. Serverless, CDN, Search, Infrastructure as Code) - All whilst Damstahl retaining control.

    Microsoft Dynamics 365 FO

    Enterprise resource planning and customer relationship management applications.

    Perfion

    Product Information Management solution for product enhancement, categorization, and multi-language communication.

    Umbraco

    Open-source content management system platform for multi-channel content publishing.

    Algolia

    The flexible AI-powered Search & Discovery platform.

    .NET Core

    Free and open-source, managed computer software framework for Windows, Linux, and macOS operating systems.

    ReactJS

    Open-source, front end, JavaScript library for building user interfaces or UI components.

    Azure

    A cloud computing service platform for building, testing, deploying, and managing applications and services.

    KeyCDN

    Content delivery network, that delivers any digital content globally to increase application performance.

    Talk to Brian Fink

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