Brøns Group A/S
Unlocking Business Value Through ERP and PIM Integration
By integrating their Business Central ERPs with the robust DynamicWeb PIM and Commerce platform, Brøns Group not only solved critical operational challenges but also improved the customer experience, streamlined content management, and laid the foundation for future growth.
Brøns Group A/S is a Danish multi-brand distributor of high-quality agricultural and groundcare machinery.
Business Challenges
Brøns Group A/S, a multi-brand distributor of agricultural and groundcare machinery, grappled with fragmented systems across its operations.
Managing over 500,000 SKUs across three separate Microsoft Dynamics Business Central ERP systems led to:
Operational Silos: Disconnected ERPs made inventory management, pricing consistency, and customer data alignment inefficient.
Poor Customer Experience: Customers struggled to find and order correct spare parts due to the lack of centralized, machine-specific product data.
Limited Scalability: Inconsistent product information and manual data handling hindered growth and personalization.
Content Management Bottlenecks: Non-technical teams lacked the tools to independently manage and scale digital content across brands.
Integrated Solution
Partnering with DynamicWeb, Brøns Group implemented a unified digital platform combining eCommerce, CMS, PIM, and Marketing - underpinned by a real-time ERP integration framework.
Solution highlights include:
ERP Integration: Real-time data synchronization across all Microsoft Dynamics BC systems ensures automated imports of product, pricing, and customer data, while enabling seamless order flow from eCommerce to ERP for accurate and timely fulfillment.
PIM Integration: A centralized PIM system enables consistent, enriched product data across brands by enhancing ERP-imported items with attributes, images, and structured categorization using validation rules and variant controls.
eCommerce Enablement: The platform powers five brand-specific sites, including a Spare Parts Portal with serial number search, “Mit maskinhus” for machine-specific part visibility, and intelligent dealer routing based on location and inventory.
Business Outcomes
The integration of ERP and PIM systems provides Brøns Group with real-time data synchronization, centralized product management, and personalized customer interactions, delivering both short-term improvements and long-term scalability.
This case demonstrates the significant benefits of integrating ERP and PIM systems, ultimately empowering businesses to grow efficiently while enhancing their digital presence and customer satisfaction.
Operational Efficiency improved significantly as automation eliminated manual tasks, reduced errors, and accelerated order fulfillment - lowering operational costs and freeing up resources for strategic initiatives. Real-time data synchronization across all Microsoft Dynamics BC systems ensures automated imports of product, pricing, and customer data, while enabling seamless order flow from eCommerce to ERP for accurate and timely fulfillment.
Customer Experience was transformed through intelligent features that simplify part identification and personalize the buying journey. Customers benefit from accurate product searches using serial numbers, brand-specific storefronts, and the “Mit maskinhus” feature, which shows compatible parts based on owned machinery—resulting in smoother, more confident purchasing decisions.
Segment
B2B, eCommerce, CMS, PIM, Marketing, Integration, Microsoft Dynamics Business Central, Wholesale, Spare Parts Portal
Location
Denmark
Website
Partner
DynamicWeb