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Former Member
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Imagine that your competitors are way ahead of you in providing online ordering and a robust e-commerce buying experience for customers. How do SMBs catch up? For Justin Moldrup, Business Systems Manager of Steel and Pipe Supply Company, the answer was to implement SAP Hybris.

Justin explained the situation his company faced during his presentation at the SAP SapphireNow + ASUG Annual Conference. EXLTUBE was founded in 1981 to meet demand for mechanical and structural tubing. Steel and Pipe Supply acquired them in 2003 and expanded the firm by adding pipe to their production system.

Why E-Commerce for EXLTUBE?

Moldrup said they needed to develop an e-commerce solution because "buyers are used to a consumer experience. Their demands and expectations change. They are used to B2C sites where they shop in their personal lives."

EXLTUBE was late to adapting to how buyers work in today's connected environment. Even worse, the other mills were providing it to them. In addition, the company wanted to be more efficient so they could meet growth and scale goals without increasing sales and logistics. They wanted a long-term, integrated solution without added complexity.

SAP Hybris

EXLTUBE went with SAP Hybris because the Hybris Cloud ERP is considered best-of-breed. And SAP is a company not going anywhere. As they were late to the table with an e-commerce solution, they didn't want to come up with anything that didn't meet expectations. And they wanted to host additional sites on one platform. They also based their decision on what their customers expected.

They wanted to enable customers to order from inventory and schedule rollings. Not requiring buyers to change their processes was a plus. Offering customer specific pricing for authenticated users. Enabling customers to build loads and truck shipments. Ultimately, EXLTUBE wanted to increase their tonnage over the next two years.

Hybris Made It Possible

The results have been significant.

  • EXLTUBE revenues brought in $500,000 of new revenue directly tied to Hybris.
  • Non-office hours ordering increased from 9 percent to 12 percent.
  • They achieved record first-quarter sales and shipping tonnage.

What's Next?

Growing a business in the digital economy isn’t easy. But more than 250,000 small and midsize companies like yours are making it easier by running SAP. SAP Hybris enables businesses to transform how they engage with customers, innovate how they do business and simplify their technology landscape. You can run simple, managing your business with a partner you’ll never outgrow, no matter where your business takes you.

Midsize companies and small businesses alike will benefit from viewing the EXLTUBE story at the conference site here. Don't leave your growth up to chance. Discover how SAP Hybris Business Management Software can make your growing e-commerce transition smooth and effective.