Founded in Rotterdam, Netherlands in 1897, Bruynzeel is a highly respected retailer in the “Home Fashion” sector, supplying deluxe home fittings and furnishings to tailor-made customer specifications. With locations throughout the Netherlands and Belgium, Bruynzeel specializes in floor installations, doors and door-fittings both interior and exterior, window- and door-screens, and a range of bathroom fittings from fossettes to water-fountains, baths, and shower cabinets.
Why does Home Fashion Retailing need CPQ?
Clients are demanding ever-more customized solutions for their home outfitting needs. This move away from standardized product offerings and towards bespoke solutions, brings with it certain challenges for the retailer’s enterprise systems architecture. At the front end, the sales channels and portals, be they web-facing or employee-driven, must support the entire range of furnishing specifications and measurements being requested – from customized colors, materials, composites, base designs, individual measurements (height, breadth, weight) and more. Numerous label and brand options are available for individual component-types. Value-added services secondary to the product, such as on-site installation, are also offered.
The back-end architecture must support all feasible combinations in the quoting / offering process, executing and enforcing all business rules, calculating and including any price-discounting, and generating accurate quote-pricing notwithstanding the extended number of options and services that can be available within the context of a single customer request. The complexity of managing and updating the systems grows in proportion to the increasing demand for more customized furnishing installations. Time-to-market for new offerings lengthens, quote accuracy suffers and customer satisfaction declines.
A robust CPQ solution addresses these problems by:
- Presenting a centralized view for the management of Product definitions – of the specifications, optional extras, value-added services, business rules and – crucially – pricing information that together form the entirety of any given product offering;
- Correctly interpreting this product definition data to present all allowable options, add-ons and value-added services according to the product(s) being quoted;
- Enforcing all relevant business rules within the quote building process;
- Through seamless CRM integration, combining the product definitions with individual customer data and customer history to offer customer-specific pricing within a quote context (e.g. loyalty discounts, bonuses, region-based pricing, etc.)
Bruynzeel & e-Con CPQ
Bruynzeel’s need for a centralized CPQ solution is thus obvious. But with many vendors and solutions to choose from, why did Bruynzeel select e-Con CPQ?
Bruynzeel realized the critical advantage of e-Con CPQ: the fact that it is embedded deeply within the MS Dynamics platform, virtually as a native module. This provides Bruynzeel tremendous benefits since the Dynamics-mastered product and product-specification data is available consistently and instantaneously across all of Bruynzeel’s order-centric platforms. It is directly manageable irrespective of whether the user is working within Dynamics AX or e-Con CPQ. Beyond product information this includes prevailing customer status, production data, and secondary items such as trade agreements etc.
“With e-Con I feel like I have a bonus AX toolkit that lets me realize concepts and connect them with Dynamics AX groundplates” says Michael van den Dool, Business Consultant at Bruynzeel.
In marked contrast, competing CPQ platforms seek to integrate with Dynamics as an external engine – an invariably complex and bug-prone architecture, frequently demanding pointless replication of product-specification data sets and the time-consuming production of separate, redundant models.
Central to e-Con’s success at Bruynzeel is the e-Con Studio. e-Con eliminates the need to navigate multiple disparate, disconnected interfaces to access the vital quote-centric data you need at any given time – whether managing an order, or configuring product models or data. e-Con Studio provides a centralized interface, working directly off the Dynamics master database.
With e-Con Studio, Bruynzeel now work with an intuitive, web-based UI married directly to the Dynamics platform. Time-to-market reduction becomes an obvious benefit to the users: configuration questionnaires can be tailored to user-roles efficiently, for example; users can add shopping carts and connections to customer systems without the need to employ middleware or complex programming.
“We’re not digging anymore for a great customer experience,” van den Dool continues. “e-Con gives us the tools that bring together the customer journey and the production process.”
With e-Con CPQ, Bruynzeel can now provide a standard customer-experience for even the most customized of screens. e-Con works with Dynamics AX from the moment of expressed interest on through to sale, then production, delivery, installation and after-sales service. Behind their customers’ enhanced in-store and online sales experience, there now lies Bruynzeel’s cutting-edge e-Con CPQ deployment.