BP Petrol
BP, one of the world's leading integrated energy companies, with operations in exploration and production, refining, and marketing, including a vast network of petrol stations.
Needs
BP aimed to enhance its B2B engagement with smaller business customers, like petrol stations, for lubricants and car accessories. This involved building a new B2B frontend based on Adobe AEM, extending its B2B e-commerce platform, and creating a full end-to-end customer experience journey modeled with Hopex workflow. Critical integrations were required with its existing SAP ECC system (Supply Chain and Inventory modules). Analytics capabilities were needed for both frontend website interactions (SAP Lumira) and backend operations (SAP BusinessObjects).
Solution
An Adobe Experience Manager (AEM) based B2B frontend was developed to provide an engaging user experience for petrol station owners and other small B2B clients. The B2B e-commerce platform was extended to support new functionalities. Hopex was used to model and optimize the end-to-end customer journey workflows. Integration with SAP ECC (modules: MM - Materials Management, SD - Sales & Distribution, LE-WM - Logistics Execution/Warehouse Management for supply chain and inventory) was achieved using SAP PI/PO (Process Integration/Process Orchestration) as the middleware. For analytics, SAP Lumira was used for website interaction analysis, while SAP BusinessObjects (BOBJ) provided deeper insights into sales, inventory, and supply chain performance from SAP ECC.
Achievements
B2B E-commerce Frontend: Launched an Adobe AEM-based B2B portal for lubricants and car accessories.
End-to-End Journey Mapping: Designed and implemented optimized B2B customer journeys using Hopex workflow.
SAP ECC Integration: Successfully integrated the new B2B platform with SAP ECC (MM, SD, LE-WM) for real-time inventory, order processing, and supply chain visibility.
Dual-Analytics Capability: Implemented SAP Lumira for frontend web analytics and SAP BusinessObjects for backend operational reporting.
Benefits
Improved B2B Customer Experience: A modern, user-friendly platform tailored to the needs of petrol stations and small B2B clients.
Streamlined Order Management: Efficient end-to-end order processing through seamless integration with SAP ECC.
Enhanced Supply Chain Visibility: Real-time insights into inventory and supply chain operations, improving product availability.
Data-Driven Sales Strategy: Analytics from SAP Lumira and BOBJ provided valuable insights to optimize sales and marketing efforts targeting B2B customers.
Increased B2B Sales: The new platform and improved experience facilitated easier procurement for B2B clients, driving sales.