Imagine a company that produces the building blocks of countless everyday products – from car parts to food packaging. That’s Braskem, the largest plastics producer in the Americas. But even giants need to evolve, and Braskem recognized the need to embrace the digital age. This is the story of their bold leap into B2B eCommerce, filled with valuable lessons for any manufacturer looking to make the same jump.
So why the digital shift? The world is moving online, and their customers craved a more digital experience. “If Domino’s can have a pizza tracker,” they thought at Braskem, “why can’t we offer the same level of convenience for our products?”
The challenge was huge. Braskem wasn’t selling simple stuff; they had a massive catalog of products serving a diverse range of industries, from cars to food packaging. They needed a solution as unique as their business, so they created “Edge” – their very own B2B eCommerce portal launched in 2019.
The idea behind Edge was to streamline the entire sales process, from order placement to tracking. What helped with the initial development of the portal is that it wasn’t born in the heart of Braskem’s core operations. Instead, it was incubated within their “ventures area,” a space designed for innovative ideas outside the constraints of traditional practices.
To build the Edge portal, Braskem assembled a team with deep understanding of both the company’s inner workings and the needs of their customers. They knew technology alone wasn’t enough; it was about people and processes too. Instead of a massive launch, they opted for a pilot project within a smaller business unit. This allowed them to test, learn, and adapt based on real customer feedback.
But the road to success wasn’t a straight shot. Adoption was slower than expected, and both Braskem and their customers had a learning curve to navigate. Customers, used to traditional methods, needed time to adjust to the new digital interface. Braskem, in turn, had to learn how to best gather and incorporate customer feedback. They realized it wasn’t about just giving instructions, but showing customers how the platform could make their lives easier.
Through it all, Braskem remained committed. They tracked data religiously, using insights to guide improvements and ensure the platform evolved in the right direction. The collaboration with AAXIS, their digital transformation partner, provided invaluable expertise and support, and their own team’s dedication and customer-centric approach kept them on track.
Braskem’s approach to gathering customer feedback was also unique. They didn’t just rely on internal assumptions; they actively cross-checked them with customer groups. This fostered a sense of partnership and helped create a “win story” that resonated within the organization, proving the value of Edge.
Finding the Right Tools and Allies
The choice of technology and partners was critical. Braskem needed a platform that was flexible, customizable, and built for the complexities of B2B commerce. OroCommerce, with its powerful features, like advanced customer management, hierarchical accounts, and comprehensive order processing capabilities, perfectly aligned with Braskem’s customer base and operational needs.
But they needed more than just software. They needed a guide, someone who knew the B2B digital landscape like the back of their hand. That’s where AAXIS came in. With their deep expertise and proven track record, AAXIS helped Braskem navigate the challenges of implementation and set them on the path to success.
Watch Braskem’s full digital transformation story in this webinar replay
Beyond the Initial Hiccups: Keys to Success
Slowly but surely, Edge gained momentum. Customers began to see the value, and adoption rates climbed. What started as a pilot project within a single business unit expanded to become a core part of Braskem’s customer experience. Their digital transformation wasn’t just about technology; it was about changing the way they did business. It was about listening to their customers, embracing change, and constantly striving to do better.
So, what are the key takeaways from Braskem’s digital commerce journey?
- Start small, win big: Piloting Edge with a focused group allowed for a controlled launch, rapid iteration, and a crucial “win story” to convince other business units.
- Listen closely: Truly understanding customer needs through surveys and one-on-one interactions is the fuel for continuous improvement.
- Data is king: Metrics and analytics provide invaluable insights for platform optimization and future development.
Show, don’t tell: Focus on the “art of the possible”, e.g. showcasing the potential for positive change that will inspire customers to embrace the change.
Braskem’s story is an inspiration for any B2B manufacturer looking to digitize. It’s a reminder that with the right tools, team, and approach, even the most traditional industries can embrace the digital future and emerge stronger than ever before.
