Case Study: Macron’s B2B Platform Evolution with Adobe Commerce

scandiweb weren’t just task takers but understood and improved on our business requirements. We increase the team all the time, and it’s getting better and better.

Giuseppe Leonardi
Head of Software Development at Macron

When it comes to high-performance athletic apparel and teamwear, Macron sets the global standard. As the official supplier of UEFA EURO 2024 referee kits and a trusted partner for teams worldwide, Macron needed an eCommerce solution as dynamic as their business. Operating in over 150 countries and serving distributors, sports clubs, and retailers, they wanted to re-platform to Adobe Commerce (Magento) and improve their B2B store.

In this case study, we’ll explore Macron’s partnership with scandiweb to reimagine their B2B platform, streamlining operations and offering an immersive and personalized purchasing experience tailored for large-scale orders. 

About

Macron is a premier global supplier of athletic apparel, leisurewear, and team merchandising, renowned for its expertise in creating customized teamwear for sports teams, leagues, and organizations. Macron’s multichannel business model combines the power of:

• B2B eCommerce—a dedicated platform powered by Adobe Commerce, enabling seamless bulk ordering, team customization, and access to personalized catalogs
• Brick-and-mortar flagship stores and franchise outlets for local teams and organizations
• Sales representatives that provide personalized service to major leagues and professional sports clubs.

At the start of this collaboration, Macron faced the challenge of optimizing their B2B platform to meet the growing complexity of global operations. Through re-platforming from a legacy system to Adobe Commerce, they needed to enhance the platform’s scalability, streamline bulk ordering workflows, and deliver a more personalized and intuitive experience for their customers.

Project goals

The primary objective was scaling Macron’s B2B platform to meet the product customization and personalization demands of its diverse partner network. Macron’s partners required the ability to offer tailored sportswear with custom logos, designs, and color schemes, but the existing platform struggled to manage this efficiently. 

Besides, the system had to accommodate a wide range of user groups with different purchasing behaviors, requiring a platform capable of delivering personalized product catalogs, dynamic pricing, and unique user journeys.

Another challenge was integrating real-time data and automation. The legacy system lacked the capability to seamlessly handle live inventory updates and ERP integration, which led to inefficiencies in order processing and stock management, resulting in slower operations, occasional errors, and decreased customer satisfaction.

Macron aimed to create a streamlined, scalable, highly personalized B2B platform that would support their ambitious growth strategy.

Approach

To address Macron’s challenges and build a scalable, personalized B2B platform, scandiweb implemented a comprehensive strategy leveraging Adobe Commerce’s advanced capabilities and integrating multiple business systems. The approach focused on enhancing user experience, streamlining operations, and delivering real-time functionality across all aspects of the platform.

Advanced customization and personalization

Macron’s B2B platform required robust product customization features to meet the demands of its diverse partner network. Using Adobe Commerce’s advanced tools, we enabled Macron to offer highly personalized teamwear configurations, including custom logos, designs, and color schemes. Additional features like dynamic user segmentation allow the platform to tailor experiences for different user groups, providing personalized catalogs, dynamic pricing, and unique user journeys.

The “Shop as a Customer” feature empowers administrators to log in under a partner’s account, and Macron’s support team can assist with bulk orders and complex configurations, ensuring a seamless experience. Meanwhile, the “Client Accounts” feature supports complex partner structures, allowing multiple users from the same organization to access the platform with specific roles and permissions.

System integration

scandiweb integrated Adobe Commerce with Macron’s central systems to create a unified ecosystem that supports global B2B operations. Adobe Commerce serves as the output layer, consolidating all business-critical data flowing from these integrated systems:

• ERP integration with SAP
  • Real-time inventory management, live stock updates, and future stock predictions
  • Automated order processing across multiple warehouses, reducing errors and improving order fulfillment efficiency

• Pimcore for product information management
  • Managing Macron’s extensive product catalog using Pimcore PIM for accurate and up-to-date product data for customized bulk orders

• Digital asset management (DAM)
  • Centralized media management across all touchpoints, streamlining the delivery of high-quality visuals and marketing materials

• Specialized systems
  • MMK App and Mylab.macron.com integrations for creating personalized brochures and managing user-specific data and pricing.

Enhanced operational efficiency

We enhanced Macron’s B2B operations by extending Adobe Commerce’s bulk ordering, credit memos, and other out-of-the-box features with bespoke automation. Automation applies to critical processes, including price management, live stock updates and future stock predictions, and customer data synchronization, ensuring real-time accuracy.

Furthermore, Macron has managed the complexities inherent in B2B transactions by adapting Magento to support nuanced requirements like custom pricing and complex account management:

• Supporting multiple purchase flows, such as reorder capabilities, SKU ordering, and CSV uploads
• Centralized and secure management of customer data through integration with the ERP system
• Enhanced B2B customer satisfaction and loyalty through effective CRM integration that maintains and updates customer information within the Macron ecosystem.

User-centric design

A highly intuitive and adaptable interface was central to Macron’s B2B platform. scandiweb ensured personalized interactions with tailored user flows, customized catalogs, and dynamic pricing for different partner needs. 

We introduced flexible ordering processes such as SKU-based orders, CSV uploads, and streamlined reordering options to enhance purchase options. Instant stock updates across multiple warehouses ensure accurate inventory levels and faster decision-making.

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Results

Macron’s innovative re-platforming to a Magento-based B2B platform represents an evolution in B2B eCommerce. Their new B2B platform streamlines the ordering process and enhances scalability, allowing the management of a higher volume of customers and orders, which translates into improved business results:

• +132.5% conversion rates from direct traffic
• +14.1% transactions
• +29.8% YoY revenue
• +32.8% returning visitors

Their B2B platform offers a flexible, high-load-resistant end-to-end solution that allows B2B partners to meet their business needs and serve the needs of their clients. 

This transition, aimed at enhancing system stability and customization, introduced faster loading of SKU data and an intuitive UI, improving the purchasing process for different B2B user types. Macron is positioned to handle over 10,000 product catalogs efficiently and ensure real-time stock updates across multiple warehouses, setting a new standard for scalable, fast, and customizable B2B solutions.

Macron has also reduced order creation time by 40%. Positive feedback from partners and users highlights how the platform has improved usability and minimized manual intervention through automation. As a result, the company can bring new products to market faster, ensure that its B2B partners always have access to the latest product offerings, respond to market demands, and adapt to new opportunities with speed and agility. 

Need help improving your eCommerce platform? Let’s build a solution tailored to your business needs. Contact us today to start your transformation!

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