Background
For VIKING Life-Saving Equipment, helping customers find the right safety equipment is critical. As a leading global supplier, VIKING serves customers across maritime, offshore, fishing, leisure boating and military industries - each with different requirements and safety needs.
With a broad product range and many products available in multiple variants, customers need to be able to quickly identify the products that match their specific requirements. At the same time, VIKING needs to ensure that product information is accurate and up to date.
Solution
Together with Illumi, VIKING created a digital platform that makes its complex product catalogue easy to navigate and supports customers throughout the sales journey.
The website is built on Umbraco CMS, with SAP Commerce Cloud providing the product and stock data. Product information is automatically synchronised, so VIKING only needs to maintain it in one place while customers always see the latest available information.
Clear filtering helps customers narrow down the catalogue by industry, product category, purpose, approval type and product brand. Detailed product information, documents and certifications make it easy to evaluate products and identify the right variant.
Umbraco also connects the website with VIKING’s sales processes. Contact requests submitted through Umbraco Forms are automatically routed to the relevant sales employee through Power Automate. When customers add products to their basket, the basket is submitted as an enquiry to SAP Commerce Cloud, with the selected products and specifications already defined.
Impact
Thanks to VIKING’s digital platform, customers can do the initial product research themselves – finding, comparing and specifying the equipment they need before involving a sales consultant. This makes the transition from digital self-service to personal sales seamless, while ensuring sales receives the relevant enquiry information automatically.
For VIKING, the setup provides a reliable way to manage complex product information. SAP Commerce Cloud acts as the single source of truth, while Umbraco presents the information in a clear and accessible way on the website.
The platform also helps customers find support after purchase. More than 280 VIKING service stations worldwide are searchable through the website, with information about location, capabilities and contact details pulled directly from ServiceNow.
Together, the integrations create a digital experience that helps customers find the right equipment, submit enquiries and quickly locate the service they need.
