Saatbau Linz: A SEED PLATFORM PROVIDING CONNECTIVITY
More than 3000 farmers are owners of Saatbau Linz. The cooperative breeds and reporduces seeds. A large part of the production grows in Austria. In addition, Saatbau Linz is active internationally. On the one hand through the distribution of seeds, but also through production in other countries, such as the Czech Republic, Hungary, Poland and Slovenia. In total, 16 subsidiaries of the cooperative are located throughout Europe. Saatbau Linz's customers speak a total of 11 languages, including German. Seed is supplied to farmers via wholesalers and retailers. Distributors temporarily store the seed and deliver it directly to the farms. In some cases, they also buy up the harvested seed.
The company is pursuing a clear digitization strategy and, following the successful introduction of a new CRM solution, has directly tackled the next project. With the comprehensive e-commerce platform based on SAP Commerce Cloud, customers and retailers are offered a seamless customer journey.
Saatbau Linz‘s customers speak a total of 11 languages, including German. Seed is supplied to farmers via wholesalers and retailers. Distributors temporarily store the seed and deliver it directly to the farms. In some cases, they also buy up the crops.
The foundations for a comprehensive digital strategy had already been laid. The CRM system by SAP has been adapted to the specific needs of Saatbau Linz, and a merchandise management system and several other third-party solutions have been integrated. Saatbau Linz has already recently expanded its system environment by introducing the SAP Sales Cloud. Now a new e-commerce platform is to provide farmers with a seamless customer journey.
The objectives: location-independent customer service available 24/7, faster ordering and delivery times, automation and AI-supported processes. These elements all optimize customer proximity and enable direct feedback from farmers
Diverse target groups, including full-time and part-time farmers, conventional and organic farmers, wholesalers, and retailers, have different expectations. In combination with the complex distribution channel, this results in special requirements for the system.
The platform‘s functions and services were therefore tailored to the individual needs of the different types of users. After all, a successful launch of the seed portal depends on all users being happy to use the system extensively. The launch of the e-commerce platform took place in Austria. Saatbau Linz is planning to roll it out to other markets.
The e-commerce platform is connected to all other systems such as CRM, ERP, and merchandise management via SAP Commerce Cloud. Data exchange runs seamlessly
– Fast decision-making through efficient communication channels – Agile digital strategy with well-defined priorities
WE WERE LOOKING FOR A HIGHLY AGILE SYSTEM. WE WERE ALREADY FAMILIAR WITH ALL FOR ONE CUSTOMER EXPERIENCE. TOGETHER WE HAD SUCCESSFULLY IMPLEMENTED OUR CRM. THAT‘S WHEN WE STARTED TALKING ABOUT SAP COMMERCE CLOUD. IT MET OUR REQUIREMENTS, WE KNOW THE INTERFACES, ALL SYSTEMS ARE FULLY COMPATIBLE WITH EACH OTHER. ALSO, WE KNOW THE PARTNER, AND THE PARTNER KNOWS US. EVERYTHING WAS A PERFECT FIT
EVELYN PFEFFER, DIGITAL MARKETING PROJECTS, SAATBAU LINZ
Customer data
Sector
Agriculture, Trade
Number of employees
21-100
SAATBAU LINZ, headquartered in Leonding, is the largest cooperative organization for plant breeding and seed multiplication in Austria. 3100 farmers are the owners of the cooperative. They produce seeds of diverse crops for the Austrian and foreign seed market.
