Advanced digitalization of B2B commercial processes in the milking sector: development of an e-commerce platform integrated with ERP, technical configurator, and agent area for supply chain optimization.
Institutional Statement
This project has been realized thanks to the European Funds of the Emilia-Romagna Region.
Project Overview
Summary
Milkline NG SpA, an international leader in the milking equipment sector, has implemented a structured path toward advanced digitalization by developing an integrated digital ecosystem. The project includes a brand-new corporate website optimized for SEO, an interactive B2B e-commerce platform (Prestashop) fully integrated with the SAP Business One ERP through the YouSolution cloud middleware, a dedicated restricted area for commercial agents, and an advanced digital technical configurator for milking parlors. This scalable cloud-native infrastructure automates data exchange and streamlines interactions between the company, its sales network, and global distributors.
Objectives
The initiative is fully aligned with the regional priorities of the PR-FESR 2021-2027 Program (Action 1.2.3), aiming to enhance the company's digital maturity, operational resilience, and international competitiveness. The specific objectives include:
Strategic Integration: Connecting marketing, sales, logistics, and customer care within an interconnected data-driven environment utilizing advanced CRM and cloud capabilities.
Process Automation: Implementing bidirectional real-time synchronization for orders, product availability, customer records, and dynamic pricing to eliminate manual data entry.
Commercial Network Empowerment: Providing agents and international distributors with 24/7 autonomous access to documents, order tracking, price lists, and technical configurations, overcoming time-zone barriers (e.g., in North Africa, Middle East, and Asia).
Technical Accuracy: Enhancing the customized design of complex milking systems through an interactive technical configurator, accelerating response times and reducing technical department overload.
Results
Operational Efficiency: A drastic reduction in management costs, processing times, and human errors due to the automation of key data flows (6 core automated data exchange flows between e-commerce and ERP).
Supply Chain Optimization: Transitioning away from manual order placement (which previously accounted for 70% of total orders via email/Excel) to a standardized digital system, leading to better stock management and streamlined logistics.
Environmental Performance: A significant shift toward a "paperless" approach by digitalizing documentation, product sheets, and technical quotes, resulting in lower paper consumption and reduced CO₂ emissions through better-coordinated freight transport.
Social & Corporate Evolution: Higher employee motivation and satisfaction by freeing internal human resources from low-value repetitive tasks, reallocating them toward strategic and relationship-oriented activities. Enhanced user accessibility through state-of-the-art UX/UI web interfaces.
Market Positioning: Strengthening Milkline NG SpA’s position as a premium, highly responsive, and technologically advanced partner within the international dairy farming supply chain.
Financial Support and Priority
Funding Program: Emilia-Romagna Regional Programme under the European Regional Development Fund (PR FESR 2021-2027)
Specific Action: Action 1.2.3 — Support for the digital transformation of enterprises.
