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Tessco: Redesigning the customer experience for a next-generation, wireless world

Explore Tessco’s journey with SAP

Tessco is a value-added technology distributor, manufacturer, and solutions provider delivering end-to-end solutions for the wireless industry. Looking to digitalize its operations and elevate the customer experience, Tessco implemented SAP S/4HANA and overhauled its e-commerce Web site with the SAP Commerce Cloud solution.

3

x

faster product search results displayed on the Web site.

6

x

faster process of adding new products to the e-commerce site.

30

%

more-efficient checkout process online.

With the SAP Commerce Cloud solution integrated with SAP S/4HANA, we have smoothed the purchasing experience for customers with product information for more than 65,000 stock-keeping units embedded in the e-commerce experience.

Chad Hall
Software Product Manager
TESSCO Technologies Incorporated

The Challenge

Reconfiguring the customer experience to deliver more value

Selling products from screws to antennas, masts, and towers, TESSCO Technologies Incorporated (Tessco) manages more than 65,000 stock-keeping units. Currently, more than 250 of the industry’s leading manufacturers in mobile communications, Wi-Fi, Internet of Things, and wireless backhaul depend on the company’s diverse catalog.

 

Tessco eventually outgrew its legacy ERP application and became hamstrung by manual systems and processes. For example, its existing Web site delivered a suboptimal customer experience based on an outdated design and struggled to give a consistent experience across channels.

 

From Tessco’s perspective, it was time to completely rework the user experience. The organization weighed the pros and cons of managing a homegrown e-commerce solution and Web site, upgrading its current Web site, or transitioning to a new e-commerce solution. Plus, it recognized that connectivity and performance issues needed to be resolved to accelerate simple actions, such as logging in, searching for products, and looking up sales order history.

 

Tessco decided to embark on a digital transformation journey that included a greenfield implementation of an intelligent ERP infrastructure to meet its needs. The company also sought a cloud solution that natively integrated with its chosen intelligent ERP software and provided advanced functionality to help quote consistent pricing and offer value-added customizations from its e-commerce Web site.

The Solution

Satisfying more customers with the customer experience at the forefront

Drawing on overarching industry experience from the SAP Innovative Business Solutions organization, Tessco implemented SAP S/4HANA and moved its on-premise ecosystem to the cloud.

 

For its new e-commerce storefront, Tessco adopted the SAP Commerce Cloud solution and used SAP Integration Suite to connect the technology to the intelligent ERP software. Together, these technologies eliminate historical Web site performance issues, enabling a shift to asynchronous interfaces. Plus, information can be stored locally within SAP Commerce Cloud to improve Web site responsiveness.

 

As a distributor, Tessco serves a wide variety of customer needs. Tightly coupling SAP S/4HANA and SAP Commerce Cloud allows the organization to sell many variant configuration products from its Web site. Offerings include coax cable cut to length and antennas tuned to specific frequency ranges.

 

The integrated commerce solutions support the level of customizations that Tessco's customers demand. They enable an end-to-end purchasing experience, displaying product details drawn directly from SAP S/4HANA. Depending on the specific item, customers can enter their cable length or frequency range requirements in the Web site form as part of a single, fluid purchasing process.

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Keeping people connected with next-gen customer experiences

Learn how Tessco provides smooth online purchases by making it easier to add new products, check out, and find relevant search results with SAP Commerce Cloud and SAP S/4HANA.

The Result

Creating an omnichannel experience on par with consumer Web sites

Implementing SAP S/4HANA and SAP Commerce Cloud has proven to be a catalyst for change, fueling the transformation of Tessco’s business and how it operates. The project presented the ideal opportunity to reimagine core business processes, review how products are structured, and redesign offerings based on how customers interact with the e-commerce Web site.

 

One of the most significant changes is how Tessco organizes its teams. Before the implementation, the company was set up in vertical silos that limited business-wide collaboration and led to gaps in the overall customer experience. Now, the company’s teams are cross-functional and primed to deliver an outstanding customer experience with expert knowledge across a diverse range of wireless solutions.

 

Now offering an omnichannel experience befitting leading B2B and B2C organizations, Tessco can deliver a consistent experience and allow customers to configure complex products to their specifications. Product information flows directly from SAP S/4HANA into its e-commerce storefront, creating an end-to-end customer experience and easing access to more than 65,000 units in its catalog.

 

Whether customers interact with the organization through sales representatives or using the Web site, the experience is the same. Customers placing orders through multiple channels can view their history through the Web site. Furthermore, pricing is more consistent since customers can generate quotes online based on prenegotiated rates.

 

In addition, a redesigned registration process enables customers to create a single account with multiple users, with each user assigned select permissions. New users can also register on the account without tapping into support services to set up their accounts.

The diversity across the product range is immense and some of our products have advanced configuration requirements. We are now able to offer an end-to-end experience, with our Web site supporting variant configuration products and enabling value-added customizations.

Chad Hall
Software Product Manager
TESSCO Technologies Incorporated

Future Plans

Continuing to digitalize core business processes and offerings

Tessco has embraced the need for ongoing innovation after moving to SAP S/4HANA and SAP Commerce Cloud as the first stage of its digital transformation journey.

 

The company recognizes that commercial customers expect business-to-business interactions akin to consumer-grade e-commerce experiences. As a result, it plans to introduce more functionality on its Web site and further ease the buying process, such as supporting a broader range of variant configuration products.

 

Tessco looks forward to expanding its service offerings in the near horizon and empowering its customers to select them from the e-commerce store.

 

With its advanced quoting functionality and the ability to lock in conditions for specific time periods, Tessco is preparing to achieve a longer-term goal of orchestrating promotions through its e-commerce storefront. The organization envisions a future where customers access a wider range of information and offers through self-services.

SAP helps Tessco run better

Key business outcomes and benefits

  • Intuitive e-commerce experience that allows customers to complete end-to-end transactions on the Web site
  • Omnichannel experience with consistent pricing and product information drawn from Intelligent ERP
  • Improved Web site performance and increased reliability

Featured solutions and services

  • SAP S/4HANA unifies and enhances ERP functions, including sales, marketing, and service; inventory management; finance; R&D; and variant configuration.
  • SAP Commerce Cloud helps create an omnichannel customer experience and smooth connectivity with Intelligent ERP.
  • SAP Innovative Business Solutions provides a collaborative team of partners and subject-matter experts with industry knowledge and experience in implementing SAP solutions.

About TESSCO Technologies Incorporated

Serving organizations that create, construct, install, deploy, and maintain wireless infrastructure, TESSCO Technologies Incorporated is a value-added technology distributor, manufacturer, and provider. The organization has established itself as a single source for outstanding customer experiences, expert knowledge, and end-to-end solutions.

Industry Region Company Size
Telecommunications North America 800 employees
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