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Ecommerce category

Hardware, trade & gardening

Flagbit: Bobcat Bensheim

Partnership level

Some English-speaking countries use the word „bobcat“synonymously for small excavators, which shows the high reputation Bobcat as a company has gained over many decades in business. Since 2007 Bobcat is part of the Doosan Corporation, which is one of the top 5 manufactures of building machinery worldwide. Flagbit created a brand-new digital B2B platform to facilitate sales processes for customers as well as the Bobcat sales team.

Since Bobcat´s previous web platform had only been a CMS site, Flagbit implemented a completely new B2B e-commerce platform with Magento 2 within a short project period of only three months as a Minimum Viable Product, which is not to be further developed agil. Particularly noteworthy is the new look of the website. A new responsive template was developed in the corporate design of the parent company Doosan, thus enabling an emotional product presentation through large visualizations across all devices. As a result the platform offers significantly improved UX and usability, making the Bobcat Online Shop a state-of-the-art platform for brands like Bobcat as well as Doosan, Kramer, Bomag and Dooesan Protable Tower. The website is now the central point for customers and the sales team.

Heavy building machinery for various applications is quite special and these are no products that are not quickly added to a shopping cart and bought by the way. The probability of two to three people participation in the selection process on the customer side is quite high. Therefore the site is particularly focused on preparing and presenting the important technical data for clients in an appealing and quickly comprehensive manner. With Magento, therefore, “classic” product detail pages have been implemented, even if there is no checkout so far. Instead, an inquiry form was linked to the relevant departments, thus opening up the possibility for a more effective lead management.

Magento 2 CMS has been extensively enhanced and now allows editors and content managers to easily edit the contents on the page. The CMS pages can be hierarchized so that articles can be displayed on overview pages and can also be reused in the slides of the homepage.

If the web view is not sufficient, prospective customers can download product brochures as PDF files on the product detail page and, if necessary, print them out and, by using the geographical service, arrange appointments directly with the concerned branch of the company. Especially in B2B environments serveral media and channels are usually used in product procurement, which is covered by this solution.


Silke Held (Head of Marketing & Communications at Bobcat): “Flagbit has convinced us with a combination of strategic advice and technical expertise. They have always made us feel that they can make everything possible, and have also proved it with all our requirements. We feel very well understood at Flagbit and appreciate the dynamic, trustworthy and transparent partnership that we definitely would like to continue in the future.”

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