A professional B2B web shop that transforms complex configuration into an efficient online sales strategy.
Webshop
Configurator
Project overview
BEGE Power Transmission wanted to expand the worldwide sales of their flange encoders through an automated web shop. The challenge was to build a platform that not only featured an intuitive configurator but also served different customer segments: smaller OEMs and dealers who want to order online directly, and larger clients who prefer to work through quote requests.
With a responsive design, an advanced product configurator and seamless integration of quote and payment systems, we developed a scalable and efficient B2B web shop that maximises both conversions and customer satisfaction.
The challenge
BEGE had no prior experience with e-commerce and lacked the expertise to build a web shop suited to their technical product range. At the same time, the MIG web shop needed to position itself as an independent brand, separate from parent company BEGE, while maintaining the reliability and professionalism that BEGE's clients had come to expect.
The diversity of customer segments added a further layer of complexity. Smaller OEMs and dealers wanted a fast, streamlined ordering experience, while larger clients required a negotiation process with custom quotes. Automating the sales process was also essential to reduce internal workload and speed up order processing.
Our approach
Hybrid sales strategy: web shop and RFQ integration
To serve both customer groups effectively, we developed a web shop that enables direct online purchasing as well as an integrated RFQ system. Customers can easily configure their MIG encoder and order directly, while larger businesses can access custom options and volume pricing through a quote request process. This ensures smooth and efficient order processing without sacrificing flexibility.
User-friendly configurator and conversion-focused design
The web shop was designed with an intuitive user experience at its core. An advanced yet easy-to-use configurator helps customers assemble the right encoder with ease. The interface is visually clear and offers streamlined navigation from product categories to specific SKUs. Thanks to a responsive setup, the web shop works equally well on mobile and desktop, which is essential for engineers and procurement specialists working on the go.
Brand positioning for international visibility
To give the web shop a strong market position from day one, we developed a recognisable brand identity for MIG-Encoders.com. This included a new logo, a digital house style and a consistent look and feel across all communications. We also implemented a strategic SEO approach, improving the web shop's visibility in Google and attracting targeted traffic from potential clients across Europe and the United States.
Implementation
Using FLUX, we took the following steps:
From concept to functional platform
We started with a thorough assessment of technical requirements and customer needs. These were translated into a clear functional specification, with usability and conversion optimisation at the centre. The web shop was built on a scalable architecture, making it straightforward to add new products and functionality in the future.
Configuration and automation
The product configurator was designed so that customers can assemble the right encoder with minimal effort. Each selected component automatically generates a unique SKU, directly linked to the inventory and invoicing systems. This not only speeds up the ordering process but also significantly reduces manual input errors.
Testing, optimising and launching
Prior to going live, we conducted extensive testing to refine the user experience and technical performance. Client feedback was integrated to make the navigation and configurator even more intuitive. After launch, we monitored performance closely and continued to optimise the web shop based on data and user behaviour.
Launch and monitoring of advertising campaigns
Following the launch, we ran several Facebook advertising campaigns. Data analysis enabled us to act quickly, making optimisations to increase conversion rates.
"The web shop offers exactly the functionality we needed. Configuration and ordering runs smoothly, and the team understood our specific challenges very well. A great collaboration and a strong end result."
Alex van den Berg, Sales Director
The result
Strong conversion and lead generation
The new web shop generated a significant volume of valuable interactions immediately. There was a clear increase in downloads of 2D and 3D drawings and datasheets, indicating that customers are actively working through product configuration. The number of contact enquiries and quote requests via the RFQ module increased, and the first direct sales through the web shop confirmed that usability and automation are working effectively.
More efficient sales process and less pressure on the team
By automating invoicing and production orders based on SKU configurations, the internal process improved considerably. Orders can be processed more quickly, while the need for manual steps within the sales team was reduced. This means not only time and cost savings but also a better client experience.
Growth in visibility and market position
The web shop has contributed to greater brand recognition for MIG Encoders as a standalone brand. Website traffic increased and branding has gained a solid foundation. While web engagement from Facebook advertising was relatively modest, the campaign reached a large audience, contributing to growing recognition in the market.
Impact and relevance
This project confirms our expertise in developing bespoke B2B web shops for complex technical products. We understand not only the online expectations of modern buyers and engineers but also the operational realities of industrial businesses.
By applying a hybrid sales model and smart automation, we helped BEGE and MIG Encoders build a future-proof e-commerce platform. Interested in a similar solution? Get in touch and find out how we can optimise your sales process.
What's next
The collaboration with MIG Encoders continues. A translation of the web shop is planned alongside several technical updates. Explore our BEGE Power Transmission case study as well.
Why choose Dutch Synergy?
Speed, quality and client focus are at the heart of everything we do. Whether it is a complex industrial web shop, a strategic marketing campaign or content creation, we deliver. Interested in a similar approach for your business? Get in touch and find out what we can do for you.
