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Duni serves up an agile e-commerce solution to accelerate their digital transformation
As a leader in their market, Duni embarked on a strategy to convert into a fully sustainable organization, phasing out plastic in favor of more environmentally friendly options.
Creating a new, greener organization required a radical digital transformation and they needed a partner to help them embrace their passion for creativity, sustainability, and gastronomy.
Working with our SAP Customer Experience team, they transformed their sales and marketing operations, moving to an online platform focused on delivering an exceptional customer experience. Taking an agile approach, they transformed their sales environment, integrating it seamlessly with critical back-office systems including finance and CRM.
With an integrated platform linking their sales, marketing, commerce, and after-sales environments, Duni have gained greater insight into their clients, allowing their teams to personalize customer service and proactively recommend products.
Duni, based in Malmo, Sweden, is a global producer of single-use tabletop concepts, creative packaging and take-away solutions. With production facilities in Sweden, Germany, Poland, New Zealand, and Thailand and 2,400 employees across 24 countries, they have over 50 years of experience in this market.
Retaining market leadership required reimagining the business
Duni’s products are driven by consumer demand and, in order to stay relevant, they need to meet evolving customer expectations.
Three years ago, under the leadership of a new CEO, the company made a fundamental shift. They directed their focus on ensuring that everything they sold was sustainable, embracing a brand vision of supplying ‘goodfoodmood’.
At the same time, they embarked on a radical digital transformation journey, taking an organization that relied heavily on analogue processes and charting a digital course for the future.
This required that they digitize their entire order system – a system which had previously required sales representatives to physically visit customers and then capture the orders when they returned to the office.
They realized, however, that their digital transformation journey was not one that they could undertake alone: they needed to find a partner with the right expertise to support them.
‘We need to adapt to the demands of the market and to do this we need to be more flexible, and we need systems that will support this.’
Digitally transforming to ensure a sustainable future
Embarking on the journey Duni envisaged meant transforming two critical parts of their business at the same time. On the production side, they were finding ways to replace plastics with environmentally sustainable alternatives. They needed new supply chains, materials and product designs to make this happen.
At the same time, with the support of NTT, Duni were working on digitizing their entire customer-facing organization, transforming their sales and marketing teams in order to enable them to proactively engage their clients.
Leveraging our SAP B2B expertise, as well as our ability to work in an agile manner, we engaged the entire team and gained strong buy-in from senior executives to deliver the project on budget, in less than 10 months.
The entire order system was moved to an online platform, allowing customers to place their own orders. The project was delivered in a phased agile approach, which focused on getting a minimal viable product up and running, and then using feedback from the users to rapidly iterate the solution.
This wasn’t simply about creating a new order system; it fundamentally changed the way the organization operated. The solution needed to be integrated into all existing systems including financials, manufacturing and supply chain.
‘Working with NTT, we were able to completely change the way we interacted with our clients. This has ensured that we deliver against our objective to create a digitally led, sustainable organization.’
Building an innovative, customer-centric strategy
With the foundations of the modern digital and sustainable organization in place, Duni can now focus on delivering an exceptional customer experience.
They now have a unified view of their clients, enabling them to focus on building deeper relationships, and leveraging these relationships as part of the product development cycle.
Distributors and wholesalers, as well as Duni’s customers, have access to a seamless online ordering system, allowing them to place orders at a time that is convenient to them.
The data generated by this system allows them to take advantage of data analytics, understand trends, and respond faster to the needs of the market.
One of the implications of the move away from plastics is that the sustainable materials they now use have a shorter shelf life. The online sales platform allows them to drive demand for key products, ensuring wastage is kept to a minimum.
With a focus on global growth, they can now reach new clients while simultaneously optimizing the cost of sales.
We continue to expand our partnership, looking for opportunities to reach all of their market units, as well as leveraging the power of the platform and optimizing day-to-day operations. This allows Duni to continue their digital transformation journey and push the boundaries of what’s possible in the digital world.