Fashion & Retail

B2B E-commerce as a Strategic Sales Channel: Moleskine's Journey in Digital Transformation

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From Iconic Notebooks to Smart Writing

Moleskine is the prestigious brand that revived the legendary notebook used by artists and authors like Vincent Van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin, spreading the benefits of pen and paper up to the instant digitization of the Smart Writing System.

With around 300 employees, 29,000 wholesale doors, 58 stores, six locations worldwide, and a vast network of partners, Moleskine offers an ecosystem of objects for creativity and organization that integrates analog and digital: notebooks, planners, bags, applications, writing tools, and reading accessories.

The Importance of Being B2B

Moleskine deemed it essential to rethink its B2B e-commerce channel to offer a truly omnichannel experience to B2B buyers. This digital transformation journey was initiated with the goal of enhancing the B2B channel and relationships with business customers, placing the customer at the center and ensuring a personalized and optimized shopping experience at all stages of the sales process.

Seamless Integration of Sales and Marketing / Online and Offline

With this objective, the IT team's efforts focused primarily on an innovative project for seamless integration of the B2B system with the ERP platform. With the support of the Tinext team from a technological, strategic, and process perspective, the project was organized into three main streams: Application Maintenance, Improvement, and New Projects.


The preliminary phase enhanced the customer experience thanks to Salesforce's B2B commerce technology. The new platform offers business buyers dedicated and personalized access: an intuitive interface for placing orders quickly and easily, tracking supply progress, and managing invoicing documents.
Efforts were then directed toward improving the flow of information and documentation (new flows, checks in the order process, management of advance payments by credit card, and returns processing) because a consumer-centric system, especially in B2B, must rely on secure and protected business data: orders are transmitted in real-time to the ERP platform and directly to warehouses, ensuring fast fulfillment times and efficient management of logistics and billing processes.
Finally, to encourage the adoption of the platform by commercial partners and maximize the benefits of this comprehensive experience, engagement strategies were implemented through Marketing Cloud.

 

An Innovative and Powerful Tool for Sales and Marketing

In this way, Moleskine’s Customer Experience has been completely renewed, and the B2B platform represents a successful evolution in terms of both efficiency and image, not only because it has made the process smoother and more intuitive for users but also because it has actively engaged business partners. Moleskine is now perceived in the B2B context as a bridge between tradition and innovation, between the quality of paper and the efficiency of the Internet.

The B2B e-commerce platform has become not only a fundamental Sales channel but also an active Marketing tool that has strategically contributed to the company's growth in the global market.
 

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