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BJ-Gear

BJ-Gear launches self-service portal as a foundation for scalable growth

BJ-Gear

Since 1964, BJ-Gear A/S has been recognized as a quality-focused manufacturer of gears and actuators for various industries and applications. Today, BJ-Gear is one of the leading companies in the development, production, and supply of transmission solutions. BJ-Gear aims to grow its business without a direct 1:1 increase in workforce, so they are investing in automation and self-service solutions. By implementing a B2B webshop with Magento, the company can reduce the workload on the sales department by offering a convenient self-service solution to customers. This allows BJ-Gear to optimize sales processes while delivering a better customer experience and ensuring efficient handling of orders and inquiries.

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    Focus on user experience

    "Customization is our standard" is BJ-Gear's tagline. It requires in-depth UX work to digitalize a purchasing process as versatile as BJ-Gear’s. BJ-Gear’s customers are diverse, which demands high usability standards. In collaboration with BJ-Gear, we have created a sales portal that delivers an intuitive user experience.

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    Managing variations

    At BJ-Gear, you can get precisely the transmission product you need, with configurator options enabling 350 million variations. We created a user experience where even technically complex choices like materials, capacity, and gearing are presented in a visual and easy-to-understand format based on our comprehensive UX work.

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    Streamlined checkout flow for self-service

    For an automated solution to add value, the entire user journey needs to flow smoothly from start to finish. We have implemented an advanced yet user-friendly checkout flow with VAT check, address validation, shipping matrix, and credit check. BJ-Gear welcomes everyone, and in line with modern B2B sales, offers guest checkout and credit card payment.

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    User testing and optimization based on needs

    We analyzed the target group's needs. Engineers, for example, prefer a greater level of detail than typical users, for whom UX usually aims to simplify complexity. We gained valuable insights into how they interact with the buying process, allowing us to tailor our solution to meet users' preferences and requirements.

Produktion Banner

State-of-the-art product configurator enables self-service

Evolving needs and a growing customer base with a preference for digital channels created a need for BJ-Gear to focus on digital automation of their sales process through the development of a product configurator and webshop. The goal is to stay ahead in a generally conservative market by presenting the product range in a user-friendly way that generates leads for the sales department and automates sales orders without manual processing.

Design in line with brand identity

An essential part of developing BJ-Gear’s product configurator and webshop was ensuring that the user interface is visually appealing and consistent with BJ-Gear’s corporate visual identity (CVI). We worked with their identity to create a more modern look that enhances the user experience while ensuring recognizability with BJ-Gear’s overall brand identity.

Read more about UX & Design

Internationalization

BJ-Gear is a global supplier and needs an international platform supporting multiple languages. The solution currently supports Danish, English, and German. Translations are managed through the AI language model DeepL, which is directly integrated into Magento. Editors can send text for translation and choose to use the suggested text or adapt it before publishing.

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    Magento

    Magento serves as the core platform for BJ-Gear's B2B webshop. It enables multilingual support via AI translations with DeepL and integrates with Algolia for precise searches. Magento is also connected with an Azure service layer that ensures efficient data handling and easy updates.

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    Algolia Search

    We chose Algolia Search for the solution. We have strong experience combining Algolia and Magento to deliver lightning-fast search results and intuitive filtering options. The solution runs through our API integration, which ensures stable operation and manageable costs.

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    Hyvä

    Switching from the standard Luma theme to Hyvä is like moving from a soot-covered diesel burner to an electric car – everything becomes more enjoyable, lighter, cheaper, and faster. With Hyvä, we can effectively implement the designed user journey and achieve Google’s Core Web Vitals approval.

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    Vue app

    The configurator itself is built as a standalone Vue app. This ensures we can separate responsibilities on the platform and allows components to be replaced or expanded later if needs change. It also gives BJ-Gear the option to use the app directly, bypassing the Magento store, for example, in connection with sales events.

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    Azure servicelayer

    The entire solution is assembled through an Azure service layer, which ensures that data is effectively and robustly distributed between components. This enables a composable setup, where Magento and the Vue app can easily be replaced if new needs arise.

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    Builder.io

    BJ-Gear’s new corporate site is being built with Builder.io as the CMS solution. This flexible solution makes it possible to create dynamic content quickly and effectively, supporting BJ-Gear’s digital strategy and future growth.

Together with Novicell A/S, we developed an open Magento B2B webshop and a custom product configurator in .NET that handles over 350 million product variations of gears and linear solutions with images and a 3D viewer.

The project was completed within budget and on time. Novicell’s developers and project managers were highly competent, proactive, and helped solve complex challenges. Their strong collaboration and communication with our ERP partner, 9Altitudes, were crucial to the project's success.

Author
Mathias Lundqvist, E-commerce Manager
BJ-Gear

The technical solution

BJ-Gear has undergone a major restructuring of its IT landscape. Business Central was implemented and a Struct PIM system was set up. We built upon these foundations with our service layer, acting as the link between Magento and the configuration app. Initial configurations are stored directly in Azure for better response times, while the final steps are queried directly on Business Central via an advanced caching layer. 3D images of specific variations are streamed directly from an Azure blob storage.

Project partners

3D gear models