Successful e-commerce solution for both B2B and B2C
H. J. Hansen has a state-of-the-art e-commerce solution that assists both B2C and B2B businesses. The new solution has significantly increased revenue, digitized the entire order handling process, and created a customer club that gets customers to convert 8 times more often. Investments in the new solution have contributed to H. J. Hansen's results nearly doubling in just one year.
A tailored solution for both B2B and B2C
H. J. Hansen is a complex business consisting of many different product areas and customer groups. They sell wine to private individuals, businesses, and the Horeca segment. At the same time, they also sell B2B to the chain Vinspecialisten, which can easily purchase wine from H. J. Hansen. The goal was therefore to create an online solution that suited all customer types. It should be easy to buy wine – whether it was two pallets for the hotel or two bottles of Pinot Noir for a dinner party.
One login – One purchasing universe for B2B
The many advantages of the solution lie behind one login. When the customer logs into the webshop, they gain access to a tailored self-service universe. Here, the shop adapts to the individual customer's agreements. This means that each customer only sees the prices, assortment, and delivery options that are relevant to them. They can also, for example, pre-order goods or order for stock. This creates great flexibility for customers because they have a comprehensive overview, making it easy for them to purchase, plan, and manage.
Fully automated order processing is an advantage for everyone
Before H.J. Hansen got their new solution, a large order typically had to pass through seven stages before it could be shipped. It was costly and cumbersome. Therefore, order processing is now fully automated. And the numbers speak for themselves: Over 80% of all order lines go through the solution. The dealers have embraced the solution. They have done so because the orders are processed efficiently and consistently, and the system itself ensures that multiple orders are combined into the same delivery. This has made it cheaper and simpler for both the customers and H.J. Hansen.
High service – making it easy for customers
All H. J. Hansen's customers can easily generate a wine list with their wines. A restaurant can thus get a wine list with descriptions of the wines, prices, and logo in just a few minutes. All data can be fetched from H. J. Hansen's online solution, but customers can edit all texts to get exactly the expression they want.
The wine list generator is not only for restaurants. It can, of course, also be used by private individuals who want to keep track of a good wine evening.
We have managed to make a complex customer journey simple for all our customer types. From product selection to purchase at checkout and to delivery at the customer's location. What our solution has achieved for us is that they do not notice the complexity that lies behind it.
Linda Inger Nielsen
E-commerce Driftansvarlig & Webkoordinator, H.J. Hansen
Loyal customers make a difference in B2C
H. J. Hansen's customer club grew by 130% in 2022. This is primarily due to the strong web solution that has made it easier to become a member and use it. Customers receive personalized offers, are invited to exclusive wine events in the store, and can easily order click-and-collect, which is very popular.
The significant growth in membership is also evident on the bottom line. Sélection members purchase significantly more on average than non-members. Additionally, they convert eight times more often than guest customers.
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Relevant cases
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