Dalmia sees a 30% Sales Growth collaborating with Marmeto

A collaboration that exemplifies the power of strategic partnerships in leveraging Shopify for business expansion - check out how we helped Dalmia Cements offer a seamless shopping experiences and drive significant sales growth.

486%

surge in website traffic

100%

returning customer rate

1.37%

conversion rate within 2 months

30%

sales growth within

3 months

Background

Dalmia Cement, a prominent cement manufacturing company in India, has been a key player in the industry since 1939. With over 80 years of experience, they operate multiple production plants and distribution centers across the country. They are known for their high-quality cement products and commitment to sustainable practices.

The company runs 14 cement plants and grinding facilities distributed across 10 states, with a total manufacturing capacity of 41.1 MnT per annum (MTPA). The organization currently provides services to more than 22 states and has more than 33,000 dealers and sub-dealers. Both acquisitions and greenfield expansions have been crucial for the company's ability to expand into new geographies.

With 11,286 crores in revenue and 280.3 billion in market capitalization, the company is building a beautiful tomorrow with a ‘Future Today’ thought process.

Challenges

Dalmia Cement approached us to set up their e-commerce store from scratch, as they lacked experience in online retail. Here's a list of problems that were to be tackled in order to create a customer-centric shopping experience on the platform -

Absence of an E-commerce Store

Dalmia Cement faced the challenge of not having a pre-existing e-commerce platform/store to sell its products online. They needed to build a reliable and scalable solution from scratch to showcase their products, enable seamless transactions, and efficiently manage inventory. The development scope included essential pages such as the home page, product page, cart page, checkout page, and static pages like terms and conditions, contact us, and legal, totaling 15 pages.

Third-Party Integrations and SAP Integration

Integrating the e-commerce store with various third-party systems posed complexities. Dalmia Cement required seamless integration with payment gateways, shipping providers, a SAP system for smooth order processing, real-time inventory management, and synchronized data across platforms. The integration with the SAP system added an additional layer of challenge during the development phase.

Address and Location Management

Accurately capturing customer addresses for product delivery was a challenge. They needed a robust solution to validate addresses, enable customers to pin their location, and streamline the address entry process during checkout. Additionally, they sought a provision for scheduled delivery on the cart page and phone number validation for guest checkouts.

Solutions

We took on the challenge of building an effective online store for Dalmia Cement, addressed the company's requirements, and delivered tailored solutions to overcome the challenges.

Store Development

We conducted in-depth discussions with Dalmia Cement to understand the requirements, target audience, and brand identity and gather insights into the products, pricing, and overall business goals. Based on these discussions, our design team crafted wireframes and prototypes to visualize the store's structure and flow.

Once the design was approved, the development team began coding the store on the Shopify platform. We implemented custom themes for an effective user experience and responsive design for various devices. Product categories, descriptions, images, and pricing were meticulously added to create an engaging product catalog.

Third-Party Integrations and SAP Integration

To integrate third-party systems, our development team configured the necessary settings. This involved setting up merchant accounts with the selected payment gateways, configuring payment methods, and establishing secure connections (such as API keys or OAuth authentication) to ease communication between the e-commerce store and the respective systems.

For the shipping providers, our team collaborated with the providers to enable shipping methods, define shipping zones and rates, and integrate tracking functionalities to provide real-time shipment updates to customers.

Our developers collaborated with Dalmia Cements' IT team throughout the SAP integration process to comprehend their data requirements and architecture. To provide a safe link between the online store and the SAP system, we built custom code. Also, we created data transfer protocols to create interfaces between the online store and the SAP system, like RESTful APIs or data connectors. As a result, data for order processing, inventory management, and other pertinent information could be synchronized.

Throughout the integration process, extensive testing was conducted to ensure that data was accurately transmitted between the systems to avoid potential issues.

Customizations and Security Enhancements

The customizations and security enhancements were implemented to enhance the overall functionality, security, and user experience of Dalmia Cement's e-commerce store. Here's a breakdown of their purpose:

Advanced Security Measures

Fraud Order Verification: Introduced measures to verify the authenticity of orders and prevent fraudulent transactions.
Two-Factor Authentication: Added an additional layer of security by requiring users to provide a second form of verification during login.
Encrypted Data Transmission: Ensured that all data transmitted between the website and customers were encrypted, protecting sensitive information.

Calendar Scheduling for Deliveries

Streamlined Bulk Order Management: The client could efficiently manage and schedule part deliveries for bulk orders.
Convenience: Customers could choose their preferred delivery dates, empowering them with control.

Address and Location Management

To cater to the specific needs of Dalmia Cements in response to their request for location enabling limited to a particular state, we built a solution for exact address validation for the pin codes in our database.

For areas outside our existing database, we provided a scalable solution. With our robust backend infrastructure, we developed an intuitive interface that allowed Dalmia Cements to input and update pin codes based on their business needs. This flexible approach helped them expand their delivery network to new regions whenever necessary.

In cases where delivery was not available for a particular location, we implemented a notification system to transparently communicate this limitation to customers, which helped them understand the constraints and clearly understand service availability within their region.

To enable precise delivery, we captured the coordinates of the selected location and associated them with each order. This allowed for accurate mapping and streamlined logistics.

Additionally, we introduced a scheduled delivery feature on the cart page where customers could select their preferred delivery dates for added convenience.

Our team provided Dalmia Cements with full control over their address and location management. This allowed them to adapt to changing market demands, target specific regions, and efficiently handle logistics for their growing customer base.

Tiered Discounts

Personalized pricing structure: We implemented a personalized pricing structure incorporating tiered discounts based on order quantities to encourage larger purchases and reward loyal customers. We utilized a discounting mechanism to achieve this.
For example: At the Dalmia store, the price for one bag of the item is Rs 500. Dalmia provides a tiered discount for customers who purchase 15 bags within the range of 10 or more but less than 20. Considering the original price of Rs. 500 per bag, a discount of 32.6% is applied. This discount brings down the price per bag to Rs 337.
When a customer orders 15 bags within the specified quantity range, the total price is calculated by multiplying the discounted price per bag (Rs 337) by the quantity (15). This results in a total price of Rs. 5055. If the original price for 15 bags was Rs 7500, subtracting Rs 5055 would yield a price of Rs 2445, which is the discounted price.
Dalmia's pricing tier structure incentivizes customers to purchase within the specified quantity range by offering a discounted price per bag encouraging large purchases.

Optimized Online Catalog with a Single SKU

Effective purchasing process: Consolidated products with similar characteristics into a single SKU, simplifying the purchasing process and improving the user experience. The SKU (Stock Keeping Unit)is a unique identifier assigned to each product to streamline inventory management and the customer's buying decision.

Results

The implementation of our solutions resulted in significant improvements for Dalmia Cement:

The conversion rate soared by 1.37%, translating to an increase in successful customer transactions.
Sales significantly boosted, contributing to a remarkable 30% revenue growth.
The website experienced a staggering surge in traffic, a remarkable increase of 486%.
Returning customer rate reached an impressive 100%, indicating high customer satisfaction and loyalty.
Visitors spent over 25% more time on the website, showcasing improved engagement and interest in the brand and products.

These outstanding outcomes demonstrate the effectiveness of Marmeto's Shopify store development solution and its positive impact on Dalmia Cements' online presence and business performance.

Dalmia sees a 30% Sales Growth collaborating with Marmeto

Background

Challenges

Absence of an E-commerce Store

Third-Party Integrations and SAP Integration

Address and Location Management

Solutions

Store Development

Third-Party Integrations and SAP Integration

Customizations and Security Enhancements

Advanced Security Measures

Calendar Scheduling for Deliveries

Address and Location Management

Tiered Discounts

Optimized Online Catalog with a Single SKU

Results

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