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Customer Case the straumann group

How The Straumann Group provides dental professionals a better Customer Experience with SAP Commerce Cloud


The Straumann Group is a global leader in tooth replacement and orthodontic solutions that restore smiles and confidence. It unites global and international brands that stand for excellence, innovation and quality in replacement, corrective and digital dentistry, including brands like Anthogyr, ClearCorrect, Dental Wings, Medentika, Neodent, Straumann and other fully/partly owned companies and partners.

In collaboration with leading clinics, institutes and universities, the Group researches, develops, manufactures and supplies dental implants, instruments, CADCAM prosthetics, clear-aligner solutions and materials, digital solutions and biomaterials for tooth correction, replacement and restoration or to prevent tooth loss. Headquartered in Basel, Switzerland, the Group currently employs approx. 7600 people worldwide; its solutions and services are available in more than 100 countries through a broad network of distribution subsidiaries and partners.

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Project goals

With a strong focus on international expansion and acquisition, The Straumann Group was confronted with the limitations of the SAP Web Channel Experience Management (WCEM) at the time.

The main goals for replatforming the ‘E-shop’ to SAP Commerce Cloud were:

  • Increase the AOV by decreasing the customer effort;
  • provide a better Customer Experience by providing rich Product Information and future proof B2B functionality;
  • Mobile shopping for a seamless multi-channel experience;
  • Less maintenance and quicker time to market by using multi-brand and multi-language E-shop template, suitable for international expansion.

Succes story

As a pure B2B organization, The Straumann Group truly understands that their customers expect a B2C-like Customer Experience and the necessity to differentiate within their highly competitive market space.

By understanding the customer needs the new E-shop provides a full mobile friendly E-shop environment, a fast and time saving search functionality, rich product information, product bundles and a streamlined check-out with personalized pricing and customer specific conditions.

This enables dental professionals across the globe to make the right product choice and provide an effortless Customer Experience.

“Our Digital Commerce solution is core part of our strategy and much appreciated by our customers. With the great team of Elision we were able to completely revamp and improve the customer experience. Elision played a major role in speeding up our journey to apply agile principles and to become even more customer centric.”

Thomas Regli

Global E-commerce Director, The Straumann Group

“The key success factor of this project was the great cooperation between the Elision and The Straumann Group team members. Working as an integrated team without organizational boundaries and joint responsilbility really made the difference.”

Aroen Sharma

Managing partner, Elision