Transforming CoorsTek's Digital Presence with Modern B2B Website

CoorsTek, the client of Shift7 company, needed to modernize their outdated B2B website. Shift7 brought in Redtag to tackle the specific challenges. This collaboration resulted in a revamped digital storefront for CoorsTek, now equipped with advanced Salesforce technology to enhance sales efficiency and customer engagement.

About:

Founded in 1910, CoorsTek has been a global leader in the manufacturing of technical ceramics for decades. With over 400 proprietary technical ceramic material formulations, leading-edge process capabilities, and a robust workforce of over 5,000 employees spread across manufacturing, sales, and research facilities worldwide, CoorsTek serves a diverse array of essential industries. Led today by the fifth generation of the Coors family, the company has continued to thrive, overseeing the evolution of technical ceramics from early porcelain labware to contemporary technology-enabling components. However, despite their strong heritage and industry leadership, CoorsTek faced modern challenges that required innovative solutions to stay ahead of the curve.

Industry:

Ceramics manufacturing

Partners since:

2023

CLOUDS & TECHNOLOGIES:

Salesforce CRM

Commerce Cloud B2B

Salesforce Experience Cloud

Salesforce CPQ

The challenges

Outdated Systems Limiting Growth

CoorsTek's outdated B2B website and inefficient sales data management system were significant obstacles to their operations. The antiquated online presence failed to impress potential clients, while the sales data management system hampered their ability to manage sales information effectively.

As a result, CoorsTek struggled to meet customer demands efficiently, jeopardizing their competitive advantage in a rapidly evolving market.

The solution

Comprehensive Digital Overhaul by Redtag

Shift7, acting on behalf of their client CoorsTek, enlisted Redtag’s help to modernize CoorsTek’s online presence and improve their sales processes. Redtag developed a comprehensive approach tailored specifically to address the challenges faced by CoorsTek:

Custom B2B Site Development: Applying Lightning Web Components, Redtag developed a fully custom B2B store that enhanced the user experience. Integrated payment systems and options for requesting fully custom products were key features.‍
Salesforce CPQ Integration: To streamline off-site product sales and custom product requests, Salesforce CPQ was integrated, simplifying the sales process significantly.

Data Synchronization: Establishing synchronization between Salesforce and the ERP system ensured that sales and product information were always accurate and up-to-date.
Custom Email Service: A branded email communication service was launched to keep customers informed about system updates and new product offerings.
Salesforce Lightning Experience Configuration: Operational efficiency was boosted through the configuration of Salesforce Lightning Experience, supported by a robust security model and comprehensive reporting capabilities.

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The RESULT

Significant Gains in Efficiency and Productivity

The transformation brought about by Redtag's solutions led to remarkable improvements for CoorsTek. They experienced a 20% increase in orders via their newly developed site, which showcased the improved user experience and streamlined sales process. Additionally, the time required to close deals was reduced by 25%, a testament to the efficiency gained through the integration of Salesforce CPQ and synchronized data management. Furthermore, employee productivity saw a 15% boost, thanks to the enhanced operational efficiency provided by Salesforce Lightning Experience and the comprehensive reporting capabilities it offered.

Through this successful collaboration, CoorsTek not only modernized their online presence but also enhanced their overall operational efficiency. Redtag's expertise in Salesforce solutions played an important role in helping CoorsTek maintain its competitive edge and continue its legacy of innovation and customer-centric excellence.

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