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Leading French Distributor of Specialty Chemicals and Food Ingredients is Investing in Digital Transformation

Founded in 1908, Azelis is the leading international supplier and distributor of specialty chemicals and food products. They strengthen their position in the industry market by enhancing its customer-oriented digital strategy. Azelis aims at changing the lives of chemical producers through innovative and sustainable solutions.

1.04B Euro
in Annual B2B Sales

The Challenge

Being in a traditionally offline business, Azelis wanted to be the first in their industry to offer their B2B buyers a dedicated B2B eCommerce experience that would cover the entire buying journey. As younger B2B buyers enter the industry, Azelis wanted to focus on creating a B2C-like experience for all of their B2B buyers. 

Since most of their sales are done during the discovery phase, they needed to adapt their selling methods for a digital interface. With this in mind, they knew they needed a platform that could offer informational articles, eLab assistance guides, product sample requests, technical information, and detailed catalogs as easy-to-download assets within their new webstore. 

Azelis also needed to find a solution that could handle their global presence. Currently in 62 different countries and having over 45 different languages, they needed a platform that could cater to each and every one of their customer groups. 

With their major goals in mind, Azelis chose OroCommerce for their extensive out-of-the-box B2B features and for its ability to localize into any local language and currency.

The Solution

With the help of Smile, an OroCommerce implementation partner, Azelis was able to make their digital transformation goals a reality. They created an eCommerce store that heavily focuses on the discovery phase of the bu ying process to help educate their customers before making a purchase. A great part of this was updating all of their catalogs into a digital format so that customers can download a copy instead of requesting a print.

OroCommerce helped Azelis to create a comprehensive B2B sales experience by offering their buyers a fully self-service shopping experience with the option to talk to a sales representative at any time. By offering all their educational assets online, buyers are now able to educate themselves before speaking to a representative, which in turn allows the sales representative to to more efficiently walk their customer through the rest of the buying process.

So far, Azelis has had great success with both internal and external adoption of their new platform. OroCommerce has helped expedite the sales cycle and has even helped the sales team throughout the pandemic by allowing them to reach out to their customers remotely from home.

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