Eczacıbaşı: Smoothing shopping experiences at each step in stores and online
Explore Eczacıbaşı’s journey with SAP
Eczacıbaşı builds dream bathrooms for people everywhere. To smooth experiences for the brand’s B2C shoppers and B2B buyers, the company knew it needed more than a new commerce solution. It also sought a solid software foundation for business processes. So, Eczacıbaşı implemented SAP S/4HANA and SAP Customer Experience solutions to put the customer journey and ERP on the same page.
| Industry | Region | Company Size | Partner |
| Mill products – building materials | Istanbul, Turkey | 4,000 employees | Felece Yazilim Ve Danışmanlığı A.Ş. |
customer satisfaction rate.
reduction in merchandise returns.
increase in sales due to increased output in production and warehousing.
CIO and Digital Leader, Eczacıbaşı Building Products
Breaking down barriers during in-store and online commerce experiences
Homes and businesses around the world are fitted with ceramics and other products from Eczacıbaşı Building Products. The building products division of the Turkish enterprise sells bathroom furniture and materials such as ceramic bathtubs and shower trays. Its building products division provides products and services that pioneer modern, healthy living through the VitrA, Artema, Burgbad, and internal brands. The company stands out in a competitive market with high-quality products – and an excellent customer experience.
Today, the company is keenly aware of customers’ quickly growing expectations when building their dream bathrooms. Eczacıbaşı customers want fast and seamless experiences whether they shop online or in a store. Not only that, but the company also needed to support its business-to-business (B2B) customers who depend on the Eczacıbaşı e-commerce experience to keep their own businesses moving.
The company knew it needed the agility to exceed customer expectations and gain a competitive advantage amid changing industry dynamics as well as technology trends. So, it committed to becoming a real-time, data-driven enterprise.
Embracing an integrated approach fit for the future
Eczacıbaşı implemented SAP S/4HANA and SAP Customer Experience (SAP CX) solutions to establish ERP for core business processes that is also integrated with the customer journey. The combination of ERP and customer experience could empower Eczacıbaşı to break down data silos and connect processes that make it easier for Eczacıbaşı to support shoppers. To implement the solutions, the company chose Felece Yazilim Ve Danışmanlığı A.Ş., an SAP partner.
SAP CX solutions provide a 360-degree customer management framework with an intuitive interface for Eczacıbaşı users to connect with and manage current and potential customers.
SAP S/4HANA established a central ERP solution that improves core business functions. Its capabilities support operational efficiency and provide real-time insights, especially in finance processes. The company integrated SAP S/4HANA and the SAP Extended Warehouse Management application. Together, they provided Eczacıbaşı with greater insight into warehousing operations that could boost quality control. Their combined power enables the company to streamline operations and help ensure that each customer touch point goes smoothly.
See the figure to discover the new customer journey with SAP CX solutions at Eczacıbaşı.
CIO and Digital Leader, Eczacıbaşı Building Products
Exceeding customer expectations in fewer steps than ever
SAP S/4HANA and SAP CX solutions support Eczacıbaşı’s status as an industry leader. business-to-consumer (B2C) shoppers and B2B buyers know they’re making the right choice from their first interactions with the brand in a store or online. Even employees have the assurance that they’re working for an employer of choice, thanks to the high-quality, intuitive interface that makes their jobs even easier.
When customers visit an Eczacıbaşı store, employees are prepared to help them, with immediate access to their shopper data, including preferences and wish-list items. The employee will guide the shopper through the showroom, help them create the bathroom of their dreams, and place the order. From there, they work together to set up a delivery and installation date. After that, the customer is sent a digital survey, and 95% of customers report that they were satisfied with their experience. All this happens through SAP CX solutions.
Innovating with AI
Eczacıbaşı has set up a powerful foundation for the future of its business. The company now has the ability to integrate new and emerging technologies such as SAP Business AI. Eczacıbaşı intends to focus on AI with its SAP solutions, including the ways AI can enhance customer and employee experiences.
Featured partner
Felece Yazilim Ve Danışmanlığı A.Ş. supports businesses on the path to digital excellence. Based in Turkey, the technology consultancy and SAP partner specializes in supporting businesses in its region but also works with global businesses operating in many locations and across industries.