Growing sales through a smart e-commerce
The BBM story
This case study tells the story of BBM, a company in the industrial bottling and packaging plant sector that felt an urgent need for change. Despite a solid international reputation and an offering of complete, bespoke solutions, managing sales and spare parts by hand was holding back its growth.
The problem was an inefficient traditional model, based on emails and phone calls — slow and prone to error.
BBM therefore needed to make a strategic choice in order to stay competitive and meet the demands of a fast-changing global market.
How did it meet those needs?
Here is how our partnership with this company unfolded.
Towards a new way of working, with OTO Agency’s guidance
When BBM recognised the urgency of modernising its sales process, OTO Agency came in as the technology and strategy partner able to translate operational requirements into an effective, high-performing e-commerce system.
The objective was clear and had two sides to it, on both of which OTO brought its expertise:
On the customer side: create an intuitive B2B e-commerce platform allowing companies to buy spare parts independently, without needing lengthy exchanges with the sales team. How? By designing an optimal, user-friendly experience.
On the internal side: automate the order flow to reduce the margin for error, save time and free internal resources from repetitive, time-consuming work.
OTO Agency therefore took on the design, integration and technical implementation that made it possible to meet those needs in full.
BBM’s challenge and OTO’s response
The transition from a traditional model to an automated e-commerce system looked complex to BBM, full of uncertainties tied to long-established processes, to the customisation of its operations and to the natural resistance to change.
To overcome those complexities and concerns, BBM turned to OTO Agency’s know-how in bespoke e-commerce solutions.
And so, thanks to OTO’s strategic approach and its specialist technical team, BBM finally saw a viable way forward.
The key element of OTO’s proposal was the seamless integration between the e-commerce and the ERP system, which made it possible to automate order management without upending the company’s processes, to retain the operational customisations that characterise BBM, and to create a smooth experience for customers, improving both the speed and the accuracy of orders.
With OTO Agency, the journey towards transformation
BBM, with OTO’s support and hands-on work, began a detailed functional analysis to map its operational flows and define the specifications for the new system.
So what were the first concrete steps on this path towards innovation?
- Studying the business requirements → the OTO team worked closely with BBM and its ERP supplier to identify the critical points and design an e-commerce able to answer every operational need.
- Choosing and implementing Drupal → OTO selected Drupal as the development platform for its flexibility, integrability and scalability.
- UX/UI design → OTO developed an intuitive interface, designed to make customers’ purchases easier and to guide them.
- Integration with the ERP system → through this delicate piece of technical work, OTO laid the foundations for smooth communication between the new system and the existing infrastructure, ensuring a gradual switchover with no interruption to operations.
Overcoming the obstacles: turning complexity into efficiency through OTO’s strategic input
For BBM, implementing the e-commerce was not a simple technology upgrade but a structural transformation that required a number of challenges to be met.
The main difficulties emerged on two levels: technical and cultural.
First, integration between the e-commerce and the ERP had to guarantee precision, reliability and speed, without compromising the company’s operational flexibility. Here OTO’s technical team stepped in to ensure the integration was seamless.
As for the cultural obstacles, BBM’s staff had to gain confidence in the new system, coming to understand the benefits of digitisation over the traditional method. And this is where OTO Agency played a fundamental role in easing that transition.
OTO therefore worked to balance business requirements with technology solutions, on several fronts.
Let us look at how.
First, by translating manual processes into digital flows while retaining their key functions, thanks to a deep understanding of how BBM works.
Its expertise in UX/UI design also simplified a number of operations considerably, making the system more intuitive.
Finally, by automating precisely, keeping control over order management and guaranteeing the system’s reliability.
It was undoubtedly a demanding path, but every challenge OTO resolved brought BBM closer to its final objective, demonstrating the value of a strategic partnership.
The turning point: the e-commerce system takes shape
After an intensive phase of analysis and optimisation, BBM and OTO found the balance between the company’s operational requirements and the potential of digital.
The final solution was a B2B e-commerce built on Drupal, fully integrated with the company’s ERP.
That strategic choice now makes it possible to:
- Digitise the entire sales process, allowing customers to buy independently.
- Retain the company’s existing logic, ensuring an efficient, tailored buying experience.
- Reduce errors and processing time, turning the internal workflow into an automated, high-performing system.
The advantages of Drupal for BBM’s B2B e-commerce
The Drupal platform, compared with other e-commerce solutions, offers considerable flexibility and scalability, adapting perfectly to the specific requirements of a B2B company like BBM. In particular, developing in Drupal allowed OTO to integrate more easily with the ERP system already in use and, above all, to accommodate every one of the client’s specific requests and requirements.
That made it possible to create a powerful, bespoke B2B e-commerce, able to meet the complex needs of a company operating in industrial plant engineering.
Before the official launch, OTO put the site through a series of rigorous checks to make sure every element worked perfectly:
- Testing the smoothness of the purchase process, to guarantee customers an experience without friction.
- Optimising the last technical details, to eliminate any remaining issues.
- Training the BBM team, so that everyone could manage the new tool with ease.
Having passed testing successfully, the system went live. BBM left the old manual model behind for good and embraced a digital future.
Innovation pays off
With the new B2B e-commerce fully integrated, BBM achieved tangible results on several levels:
- More satisfied customers → the buying experience is simpler, faster and more independent.
- Streamlined business processes → order management is more efficient, with a drastic reduction in errors and wasted time.
- A more productive sales team → internal resources focus on strategic work rather than processing orders by hand.
Digitisation, then, was not merely a technology upgrade but a genuine competitive advantage that opened the way to new growth.
BBM’s investment in technology with OTO Agency has proved a winning strategic choice.
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The result, honestly
BBM works in industrial bottling and packaging plant engineering, with a solid international reputation, but was handling orders and spare parts by email and phone: a slow, error-prone model that had become a brake on growth in an increasingly global market. We built them a B2B e-commerce designed to replace that manual process. In the first year orders grew by over 50% and revenue by over 20%.
It should be said honestly: a more efficient system helps sales, but it does not make them on its own — you need a market that responds and a sales team that makes use of it. What we can say with certainty is that the problem BBM brought us, orders lost between emails and phone calls, simply no longer exists.
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