Digitalization of BERNINA’s sales and service processes with over 2000 dealers worldwide

Digitalization with B2B eCommerce solution of the Online: How BERNINA optimizes efficiency and communication worldwide with the iPortal.

BERNINA, a leading manufacturer of sewing and embroidery machines, is focusing on digitalization to improve collaboration with its dealers. Online has developed the innovative iPortal for the long-established company, which is specially tailored to the needs of its more than 2,000 dealers worldwide.

For more than 125 years, BERNINA International AG has been one of the world’s leading manufacturers of sewing and embroidery machines. The Swiss family-owned company’s products are renowned for their innovation, precision and durability. With its commitment to perfection, Swiss quality and innovative products, it was only logical that BERNINA should also break new ground in the area of dealer relations. BERNINA chose us because we offer an advanced eCommerce solution that reflects this quality.

The BERNINA iPortal simplifies the relationship between BERNINA and its more than 2000 dealers worldwide and is the central tool for collaboration. This platform improves sales and service processes, facilitates communication and provides comprehensive information on service, repair and sales. It integrates various systems such as ERP, CRM (Microsoft Dynamics 365 CE) and the spare parts catalog (Door2Solutions) and enables global access for all users. Dealers benefit from more efficient ordering processes, direct access to information and seamless communication. As a central, user-friendly solution, the iPortal strengthens business relationships and increases efficiency.

Our solution

• Central platform for dealers: The BERNINA iPortal forms the core of the dealer relationship and connects the ERP (Microsoft AX) with Microsoft Dynamics 365 CE (CRM), SharePoint Online, the spare parts catalog (from Door2Parts) and other Microsoft cloud services. All processes between BERNINA and the dealers, such as sales, ordering, payment and service, are handled via the iPortal.
• B2B eCommerce solution: Dealers can order machines, accessories and spare parts, pay invoices and handle tasks relating to sales, service and repairs via a single digital platform.
• Comprehensive information hub: The iPortal offers centralized access to technical data sheets, service and repair instructions, user manuals, firmware updates and other important documents.
• Integrated BERNINA systems: The iPortal integrates external platforms such as the Learning Center or the Marketing Hub, giving retailers access to products, technology and training.
• Global accessibility: More than 2000 dealers in over 100 countries use the iPortal to order products, exchange information and share knowledge.
• User management: User management is based on Microsoft Entra. It enables a seamless digital login for all retailers incl. Delegation of user management to the market organizations.
• User-friendly frontend: Retailers can access a modern, intuitive dashboard to customize relevant information.
• CRM connection: Microsoft Dynamics CRM (D365) as an integrated system serves as a central data hub for all customer knowledge. With the digitalization of the customer relationship and connection to D365, BERNINA can inform retailers directly about promotions, technical updates or marketing promotions.
• AI-supported processes: By fully digitizing all information, the benefits of artificial intelligence can be exploited. The AI chatbot “BERNINA Mate” integrated into the portal is available to retailers around the clock and answers questions about service, repairs, spare parts, sales and marketing.
• Expanded market access: In 2024, additional markets, including the US, will gain access to functions such as eCommerce. The iPortal will be modernized to support this launch.

How BERNINA benefits from digitization

• Increased efficiency: BERNINA uses a lean IT landscape and manages customer data uniformly worldwide. Thanks to automated sales, ordering, payment and service processes, the entire process is more efficient.
• Increased productivity: orders and inquiries are processed quickly and smoothly via the portal. Retailers benefit from immediate access to resources such as the ticketing system or knowledge hub, which increases their productivity and effectiveness.
• Targeted communication: The iPortal enables direct and clear communication with dealers and strengthens business relationships. Dealers receive timely technical updates and marketing news, which makes decision-making and business transactions much easier.
• More transparency: BERNINA gains detailed insights into the retailers’ activities and orders. This ensures traceable and structured processes as well as precise data management.
• Optimized processes: Dealers benefit from simplified order processing and centralized access to machines, accessories, spare parts and invoices. All necessary information and processes are bundled on a single platform.
• Global access to information: Dealers worldwide have immediate access to technical data sheets, promotions and important information. Registration is straightforward and secure via Microsoft Entra.
• AI-supported processes: The AI chatbot “BERNINA Mate” offers round-the-clock support and provides fast, precise answers to questions about service, repairs and marketing. Information is available more quickly and speeds up support.