SLV Relies on Comprehensive Digitization

Lighting Retailer Leaves its Competitors in the Dark


In 1979, just 100 years after the invention of the market-ready light bulb, SLV’s portfolio of Sound, Light and Video was pretty revolutionary. But the lighting expert also experienced setbacks until it took the first steps towards digitization in 2016. The printed ‘lighting bible’, which was an established sales trick on the market 15 years ago and warmed every electrician’s heart, had long ceased to reach everyone in the digital age. But SLV rethought things and added a new dimension to its service concept: the digital sales channel.

Digitization as a Competitive Advantage

Across Europe, sales in the lamps and lighting segment will amount to around 54 billion euros in 2019, but the development in Germany is slightly reversed. By 2023, the German market is forecast to record negative growth of -0.4 %. And marketplaces like Amazon not only hold potential as a sales channel but also pose a great danger because of their power, ensuring that manufacturers and dealers have to innovate today in order to assert themselves in the future.


For SLV it was clear that in contrast to its first commerce software, its new technical solution needed to be based on individualization, low maintenance costs and technology ownership.
“Our claim is to be able to understand and influence everything technically. Technology ownership enables us to flexibly connect monthly product launches and new services, such as the planned returns portal.”
- Gunther Hahn, Head of SLV Digital

The goal is to enable the company to differentiate from the competition and to have absolute customer-centricity and long-term low total Cost of Ownership.

“We were especially impressed by Spryker’s B2B feature set and the modular system architecture, which together enable flexible development and a strong focus on B2B customers.”
- Gunther Hahn, Head of SLV Digital

The 4 Goals in Upgrading to Spryker

Light is a highly emotional topic. Some like it bright and fully illuminated, but there are also occasions where a little mood-lighting can make things comfortable – think of the lighting at a supermarket vs. a fine-dining restaurant.

Replatforming to the Spryker Commerce OS B2B Suite allows SLV to fully focus on four digital goals.

Goal #1

The customer experience surrounding the right choice of lighting should become more prominent. Technical light vs. emotional light, controllable or static: All these aspects can easily be selected by SLV customers via an optimized Shop UX.


Goal #2

An important component here is the service around the product. SLV aims for best-in-class service that offers maximum convenience in the user journey through additional features. The Spryker Glue API also helps to integrate relevant systems for the continuous expansion of SLV’s service offering.

Goal #3

Increased store performance should increase customer satisfaction and reduce the bounce rate. Spryker’s modularity combined with the separation of front-end and back-end means that developers operate in a lean system. The modular architecture allows them to use only the features they want – so the system carries less dead weight and functions well over the long term.

Another plus is that the complete system does not need to be maintained, only the modules or features that are actually used. This drastically reduces costs and keeps the total cost of ownership low.
“After the initial setup stage, the Spryker middleware and the Glue API are running very stable. Not a single error has occurred since the go-live. The double-digit man-days we used for maintenance in our previous shop system can now be better used in development.”

- Gunther Hahn, Head of SLV Digital

Goal #4

KPI_ICON_Brand_Loyalty_RecognitionA higher retention rate, i.e. customer loyalty, should be achieved with a focus on the main target groups. Whether the customer is a small B2B customer, architect or wholesaler, the user journey and relevant product recommendations are significantly different and should be served by a correspondingly different product and consultation offering.

Implementation with Spryker

The lighting expert creates innovation through software – and based on a digitally-oriented corporate structure. The digital team now includes 15 people who helped the project achieve a technical implementation phase of around 4 months.

The scope of the company is complex. SLV sells more than 7,000 products online which have up to 500 attributes, requiring a detailed product logic and extensive hierarchy among the products.

The lighting expert also serves 15 shops in 11 different markets and national languages. All the shops are brought together through the Spryker Multi-store functionality.
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“The Spryker Platinum Partner best it has confirmed the MVP approach with Spryker. The digital B2B platform for SLV could be rolled out in a record time of 4 months. The focus of the developments was above all the connection to the surrounding systems such as SAP and Akeneo. best it once again demonstrated its understanding of highly complex B2B processes and its ability to realize a comprehensive user experience.”

- Christoph Batik, CSO best it
Thanks to the solid back-end of the headless Spryker Commerce OS, all shop frontends as well as external systems such as Akeneos PIM or SAP PO for orders can be combined in one system. The B2B Suite equips SLV with the specific B2B features the company needs for personalized customer management.

“We also use our commerce software as an employer branding measure. Developers today prefer to use a modern software approach instead of the classic monolithic systems.”
- Gunther Hahn, Head of SLV Digital


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