As the tire industry continues to evolve, Montreal-based distributor Groupe Touchette Inc. has responded to the changing demands of B2B and B2C buyers by relaunching its ecommerce platform. The new platform, running on SAP Commerce technology from SAP SE, hosts several transactional commerce sites, including TireLink.ca for sales to motor vehicle manufacturers and their dealers; DTTire.ca for independent tire dealers and installers; and Tireland.ca, where consumers can purchase tires and arrange for professional installation.

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According to Denis Gallagher, vice president of IT at Groupe Touchette Inc., the company has seen a significant increase in customer loyalty, competitive advantage, and market share since the establishment of the new omnichannel B2B platform. “We are now able to respond to these demands with more agility,” he said. “94% of customer orders are now placed through the ecommerce site, up from less than 80% on its prior site.”

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Groupe Touchette also operates more than 50 distribution centers throughout Canada, allowing for delivery services in 90 of the 100 largest cities in the country in less than three hours. To ensure reliable connections between its ecommerce platform and backend business operations software, the company worked with Toronto-based systems integrator Pivotree to deploy SAP Commerce and integrate it with the distributor’s SAP S/4HANA enterprise resource planning software.

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The new platform features enhanced site search and navigation, resulting in more repeat customers and fewer calls to customer service. “We have seen a reduction in calls and costs to our call centers,” Gallagher said.

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Sources: https://www.digitalcommerce360.com/2023/07/05/a-tire-distributor-rolls-with-more-b2b-and-b2c-online-orders/