Instell
This is how they built a scalable B2B e-commerce platform.
Instell has for many years delivered products and software to the electrical and automation industries. With solutions such as KNX, automation, building control, and smart homes, the company is a key partner for electricians and professionals in the B2B market.
To meet the ever-increasing demands for digital commerce and information sharing, Instell wanted a modern e-commerce platform that could improve the customer experience and streamline internal processes.
The choice fell on WooCommerce together with the integration platform Maco. This combination was selected for its flexibility, user-friendliness, and ability to integrate with Instell’s existing systems.
It was crucial for the company that the new solution could be tailored to customer needs, enabling them to deliver a more precise and efficient product to their own clients.
A key priority was the ability to offer up-to-date and consolidated operation and maintenance documentation (FDV), ensuring quality and traceability in deliveries.
A user-friendly and functional platform
The new solution builds on the experience from the previous system but has been developed to meet both current needs and new demands. The website now features an improved information structure, intuitive navigation, and a more user-friendly design. The homepage serves as a dynamic channel for campaigns, product news, and current topics, while the “About Us” section provides an overview of company updates, suppliers, employees, contact information, and courses.
The product catalog has also been upgraded and now displays product groups and individual items with detailed descriptions, images, and documentation.
To ensure a smooth transition and improved functionality, Instell chose the integration platform Maco. This solution offered three key advantages. First, Maco enabled a fast connection thanks to its extensive experience in linking ERP systems to webshops and its library of existing integrations.
Second, Maco supported cost control, as only minor adjustments were needed to adapt the system to Instell’s specific needs, reducing development costs.
Finally, extensive testing capabilities made it possible to ensure that the data flow worked as intended before the system was launched, securing stable operations.
Atle Næss, Product Manager at Instell, says this about the collaboration:
“The transition to Visma Net went much more smoothly than we had expected. With Maco, most of it was already in place, and we were able to continue operations as usual. The testing capabilities were a major advantage, and we avoided unnecessary downtime.”
Innovation and new features
To create a comprehensive digital solution, several new features were implemented. The content structure was improved, so that information about solutions for commercial buildings and residential/holiday homes is now restructured and available on dedicated pages with more detailed content. The website’s visual profile has been updated in accordance with Instell’s brand manual and is responsive for optimal viewing on all devices. In addition, the website is now available in both Norwegian and English, making it more useful for international partners.
The integrated webshop allows resellers and partners to log in to place orders, view order history, and access documentation. Product information such as prices, descriptions, and technical specifications is automatically retrieved from the ERP system, while images are uploaded via an SFTP server. A shared reference point is the product number, ensuring all product data is correctly linked. Automated inventory management ensures that product data, stock levels, discount structures, and order processes are updated in real time, reducing the need for manual maintenance.
Increased self-service has been a key focus. Customers can now easily find product information, FDV documentation, and the status of previous orders, which reduces internal administrative costs. Previous PDF documents have been replaced by dynamic web pages, providing better accessibility and easier updates. Logged-in users can search their orders for FDV and data sheets based on order number, date, and reference, as well as filter and group documents based on SKU/product number. It is also possible to download FDV documentation as a PDF.
Full ERP integration ensures the data flow between the webshop and the inventory and customer systems. When Instell switched ERP systems after the launch, Maco made it possible to carry out the transition smoothly. The new solution has also improved price and order history for logged-in users.
Creating an efficient and unified digital infrastructure requires seamless integration of essential databases and standards. One of the most recognized standards in building automation is KNX. KNX is a global standard for building automation, and a KNX database contains all necessary information about KNX components, including parameters, functions, and connections. This database is used by electricians and system integrators to configure smart homes and automation solutions. Instell has implemented a solution where the KNX database is integrated into the e-commerce platform, making it easier for customers to find and use relevant data in their projects.
Results and value for Instell
The new e-commerce platform has given Instell a more streamlined and user-friendly digital presence. The combination of WooCommerce and Maco has enabled integration with existing systems, improved content structure, and increased customer self-service. This has resulted in reduced administrative work, a better customer experience, and a more efficient flow of information.
With this solution, Instell has gained a future-ready platform tailored to the needs of the industry. Want a similar solution for your business? Contact us today and we’ll find the best fit for you.
Jostein Nyquist
CRO
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