Rastec Internal Logistics
Moderni B2B-verkkokauppa ja monikanavainen myynti AI Commercella – Rastec
Rastec Sisälogistiikka Oy is a reliable internal logistics provider equipped with decades of experience. The foundation of the company lies in strong technical development monitoring and customer-oriented, cost-effective solutions.
CHALLENGES
Rastec wanted to avoid the challenges posed by integrating several separate systems. Additionally, a large product catalog made it difficult to find products and services. Measuring offline sales driven to the online store from various marketing channels was challenging, which weakened both operational efficiency and the performance of multichannel retail.
SOLUTION
Rastec moved to the AI Commerce Cloud platform, which integrates ERP, the AI search engine Algolia, and tools for measuring offline and online sales. The updates improved product findability, enhanced the sales appeal of the online store, and enabled more accurate KPI tracking, which streamlined multichannel trading.
Need for a platform that meets many needs
User tests showed that customers found it difficult to find the products and services they wanted because the online store presented a wide range of options, multiple locations, and various services simultaneously. To improve discoverability, the online store's megamenu was revamped, offering a clearer and more intuitive navigation experience. Additionally, the service pages were implemented using AI Commerce's drag & drop -headless CMS tool, which allows for flexible content management without developer resources. This solution also supports advanced tracking of inquiries and value measurement, enabling more accurate analytics and better-targeted marketing efforts.
To enhance the search functionality, AI Commerce integrated Algolia's AI search engine, which speeds up and refines search results, providing customers with a smoother shopping experience. Algolia receives data from the AI Commerce online store regarding product views, order counts, availability figures, and ranking information. This data can be leveraged to create tailored sorting configurations that adjust search results to better match customer behavior and business objectives. Furthermore, AI Commerce supports Algolia's re-ranking function, which optimizes search results using machine learning. AI Commerce sends Algolia information about products clicked in search results, displayed results, and customer session data, allowing Algolia's algorithm to enhance recommendations on a per-customer basis.
Developing Offline Sales Measurement
A previous challenge was measuring offline sales data generated from multi-channel marketing, which limited the full exploitation of sales potential and complicated the optimization of multi-channel strategy. As a solution, AI Commerce Cloud was integrated with the GA4 Measurement Protocol API and server-side trackers, which allow for precise measurement of events added to the online store, such as inquiries and phone calls. This enables more effective sales tracking and optimization of strategies.
Headless Interface - Site Appearance and Usability
The online store was revamped into a sales-driven channel where user-friendliness, personalization, and conversion optimization are at the center. The headless architecture allows for the rapid deployment of new functionalities and increases business flexibility, offering, among other things, customized product card-specific aggregate products with filters, versatile product refinements, and an advanced request for proposal management system.
The entire revamp focused on a customer-centric user experience. Solutions were optimized for product inquiries, large-scale requests for proposals, company-specific pricing, and the mobile app user experience. With these improvements, a noticeably smoother and sales-supporting customer journey was achieved.
Check out Rastec's store here! 💻
