Behrens AG is pressing ahead with digitization in sales. The KMR brand is starting with a digital showroom
Joh. Friedrich Behrens AG, one of the leading manufacturers in Europe of pneumatic nailers and fasteners, is pressing ahead with the digitization process in the group of companies with the support of the international IT service provider OSP (Otto Group Solution Provider) and novomind AG, a leader in the area of commerce and customer service software solutions. In the future, Behrens will be using the novomind iPIM and novomind iSHOP solutions to offer their customers user-friendly product information and to position themselves for the future.
New solutions implemented within three months
Since the beginning of April, the existing product data management system has been replaced by novomind iPIM in the first phase of the project, which is the database for all product information and ensures smooth product data distribution in all sales channels. A web shop for KMR, the trademark of the Behrens Group, will then be implemented on the basis of novomind iSHOP. On this basis, KMR will set up a brand new digital showroom in order to provide its customers in the trade sector with specific product information. Tobias Fischer-Zernin, CEO of Joh. Friedrich Behrens AG, explains: “With the digital showroom, we are increasing the visibility of our products and significantly improving the information quality on the Internet. In this way we support our specialist dealers in the sale of KMR products.”
The digital KMR showroom will also be available to the European national companies of the Behrens Group in the future. Multilingual capability, country-specific product ranges and dealer integration make the sales processes fit for the future. Manufacturers and specialist dealers benefit from this to the same extent. “We are also showing that digital sales channels and stationary specialist retailers can work well together. This is important to us, because the local specialist dealer is still the first point of contact for the tradesman”, adds Fischer-Zernin.
Application and implementation are done remotely
Due to the ongoing coronavirus crisis, the project is being implemented remotely, i.e. both the requirement workshops were moderated and carried out via video conference, and the current implementation of the new systems is being carried out remotely. Norbert Gödicke, Managing Director at OSP, emphasises: “We are pleased to have gained the trust of the
Behrens Group despite the physical distance and, in addition to our experience in implementation, we also bring in our expertise in the realisation of cross-location projects.”
About Joh. Friedrich Behrens AG
Joh. F. Behrens AG is one of Europe’s leading manufacturers of fastening technology for wood and wood-like materials. The Behrens Group, which has been in existence for over 100 years, has its headquarters in Ahrensburg near Hamburg and subsidiaries and associated companies in Europe and overseas. Through this network, it sells machine tools developed and produced in Germany (pneumatic and gas-powered nailers and staplers) and corresponding fasteners (magazine loaded nails, staples and screws). The brands “BeA” and “KMR” stand for top products in fastening technology, which are characterised by innovative technologies, the highest quality standards and modern manufacturing methods.
The Behrens Group employs over 400 people worldwide and sells its products through subsidiaries and also with established agencies in over 40 other countries. Customers include companies from the woodworking industry, the packaging industry, the construction industry and the automotive industry. In addition to the innovative product range, which is continuously being optimised and expanded, a key strength of the Behrens Group is its distinctive service philosophy.
Otto Group Solution Provider (OSP) is an IT specialist for trade and logistics for customers inside and outside the Otto Group. With around 300 employees at several German and international locations, OSP has been developing flexible software, E-fulfilment and business intelligence solutions since 1991. In addition to the multifunctional MOVEX omnichannel system, OSP offers extensive IT services for E- and M-commerce such as software development, architecture consulting, BI and IT consulting.
For the last 15 years, novomind AG has been developing innovative, worldwide applicable E-communication and E-commerce solutions and is one of the technology leaders in Europe. The portfolio in the areas of Contact centres, E-shops, PIM (Product Information Management) and marketplace connection covers the entire value chain of digital customer communication and digital trade. The owner-managed company, whose team of over 240 currently looks after more than 200 companies, is growing steadily. Customers include C&A, Görtz, OTTO, Ernsting’s family, EnBW, babywalz and Sixt.