DIGITAL PLATFORM FOR THE MODERN FARMER

DLG is an international concern with corporations in 18 countries. With 80 billion DKK in revenue it is also one of Denmark’s biggest companies based on turnover. Their extensive growth and the large size of the organization with a co-ownership of more than 25,000 Danish farmers, naturally demands some high standards to the digital solutions, which need to strength the organization’s many members, who has to be as competitive as possible.

CONVERSION TO THE MODERN FARMER

DLG wished to develop a digital solution that would bear the common farmer in mind. With an upcoming generational shift in the farming industry, it was necessary to move on from a nearly non-existent digital setup to acquire a modern platform that could optimize the user information flow, maintain the large number of younger farmers, and match the international size of the organization.

DLG needed to become a frontrunner in the utilization of digital tools within the Danish farming industry.

A SOLID AND SCALABLE FOUNDATION

It was decided to develop a solution on a Sitecore platform that was created as the foundation of DLG’s digital universe. It is built to withstand large and deep scalations in an effective manner.

By having the foundation in order, DLG has had the opportunity to build more digital solutions to their corporations. For example, websites and apps for several of their attached firms, e.g. the billion-kroner German business, team. All solutions are migrated on the commerce part, which makes it possible to manage both backend and the separate ERP systems in SAP. The solutions save DLG for a notable amount of resources and makes it easier to further develop from the platform, while maintaining a streamlined technical and design setup. The Sitecore platform secures a large scalability and makes the continuing digital expansion more efficient because of the solid foundation.

FARMING WITH COMPLETE OVERVIEW

The most central part of Alpha Solutions’ work with DLG’s customer portal has been related to the system landscape, the architecture and the integration to DLG’s complex core systems.

A major part of a farmer’s work consists of managing a lot of different administrative tasks. To make this part more convenient, Alpha Solutions created a long list of services that are integrated around every single farm. The solution, which is the only kind on the market, makes it possible for DLG’s customers to e.g. perform self-service, find information about legal requirements, follow the price development on a selected range of crops and keep track on the harvest with the services “Crop overview” and “Grain stock”.

The portal creates a personalized overview, so the farmers automatically get information that concerns their specific farm only.

Over time, the farms in Denmark have become fewer, but bigger, and that has also created a reason for change in the customer portal, why Alpha Solutions and DLG since has been developing the solution further. There has been added an integrated role managing service with the possibility for several logins to the same farm. Every login can each have a role, so an employer, a salesman or an accountant all are presented to different types of selected information that is relevant for their exact work routines.

E-COMMERCE WITH AN OMNICHANNEL FOCUS

In addition to the large focus on the cutting-edge customer portal, Alpha Solutions has also created an e-commerce solution for DLG’s own chain of shops, Land & Fritid. The brand, who functions as B2C, have 39 stores spread around the country and offer products for homes, gardens and pets.

With a changed shopping behavior from the Danes, who increasingly shop online, Land & Fritid needed a webshop that could accommodate an omnichannel approach. With higher expectations from customers to have the same buying experience across channels, it was important for Alpha Solutions to merge the different sales channels into one united store.

That’s why there has been integrated a Click & Collect solution that makes it possible for customers to order products online, which can be sent directly to the customer or be collected in-store.

THE RIGHT TECHNOLOGY FOR THE RIGHT PURPOSE

Alpha Solutions’ ability to recommend DLG the right solutions and build bridge between business demands and IT solutions has led to a long and valuable partnership.

It is not always about being able to integrate and develop complex technical solutions. The successful partnership is also about having a consistent image of where the project is heading and choose the right technology for the right purpose.

Therefore, it has been a priority to structure and connect that data which stems from the ERP and PIM systems, so it makes best sense in regard to the final goal. This technical back-and-forth feedback has secured a thorough and solid implementation of technologies, created on the foundation of business understanding and an advanced, but well-functioning architecture landscape.