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Magento Website Migration For Kulzer

About Kulzer

 

Kulzer has been a partner for dental clinics for about 90 years. Its dental solutions include analog and digital dentistry, aesthetic and tooth preservation, prosthetics, and periodontology. Kulzer works with B2B clients worldwide and plans to work with B2C clients soon.

 

About the Project

 

The client operated multiple stores, each with its own set of rules. It was the reason the site responded very slowly. The client’s primary customers, dental clinics, often place large orders of around 300 items, including teeth (or crowns), dental equipment, and materials. Data retrieval for a single product took 7 seconds, meaning the total retrieval time for 300 items could stretch into dozens of minutes. It frustrated the website users for a long time and caused the cart display times to increase dramatically, resulting in a frustrating experience for users.

 

Another process that Kulzer wanted to simplify was taking phone orders. At that time, managers processed orders manually. Users placed orders by phone, and managers printed the quote, photographed it, and sent it for confirmation. After the user confirmed the order, managers sent it and stored the photos.

 

Long-time response and complicated order processes could cause Kulzer to lose current and potential customers. The slow process made ordering difficult for both busy dental clinics and the Kulzer managers. This could hurt the client’s reputation and reduce their revenue.

 

Kulzer contacted us to migrate their stores to Magento 2, starting with two stores to avoid these issues. Our task was to bring them to standard rules and improve user experience. Here are the main tasks our team performed:

 

  • Magento Migration
  • Storefront Creation
  • Cart improvement
  • Speed Optimization
  • Order process improvement
  • Mobile controller creation

 

Let’s look at all the tasks in detail.

Client

Kulzer

Country

Germany

Industry

Medical Equipment Manufacturing

Platform

Magento Open Source

Services & notable features

  • Magento Migration
  • B2B Features
  • Speed Optimization
  • Order management
  • Loyalty System Features
  • Cart Features

Magento Migration

 

We migrated the German and French stores from Magento 1 to Magento 2, preserving all customer orders, data, and wishlists. Later, we created all other storefronts on Magento 2. Our team carried out the task in phases: each month, we added one or two stores, along with their order data, user information, and wishlists.

 

One of the difficulties the team faced was migrating wishlists instead of products. We had to create new products by attributes and match them with old ones in the migrated wishlists.

Dealers

 

Dealers claim much of the site’s functionality. The client has dealers all over the world. Each provides certain products for purchase on the site in a specific country. All the orders go to dealers first to process. We made some configurations for Kulzer to automate the work with dealers:

 

  • To manage dealer-specific products, we implemented a visibility setting: if a dealer doesn’t offer a product, it becomes unavailable for users in that region.
  • To show or hide the dealer for users, there is a setting in the admin panel for better personalization and control. Kulzer implemented this feature because some dealers only work with specific Kulzer’s clients. Initially, it was activated for the German store.
  • To optimize logistics, we implemented the Minimum Quantity Surcharge setting. If the order total is less than €50, the system automatically adds a fixed €5 delivery fee. The administrator can configure this feature through the dealer management panel, allowing the setting of different shipping costs for various countries.

SAP and Algolia integrations

 

Before working with us, the client had already used the SAP system and Algolia. We migrated the systems to M2. SAP performs almost all tasks as ERP. This system manages:

 

  • Orders
  • Invoices
  • Delivery
  • Price
  • Real-time stock
  • Logistics

 

SAP also handles taxes. In Germany, there are different taxes for dental products and equipment. The system controls the taxes for every product and sets the required tax percentage when purchasing, such as 7% for crowns and 19% for dental equipment.

 

The client used Algolia on M1 before our collaboration. We added it to the webstore on Magento 2. The system increased the search and category page performance, improving user experience and reducing search times.

Matrix and Barcodes

 

The website features a crown matrix, which we initially pre-designed. It improved its performance significantly, allowing customers to place orders more quickly. The matrix is a table that displays each crown’s shade, shape, and position. Users simply input the required number of crowns into the corresponding cells.

 

This data is then converted into barcodes in PDF format. The barcodes are printed in a specific sequence: 48 to 60 barcodes per sheet. First, all the codes for the upper jaw are printed, followed by the codes for the lower jaw.

 

Each barcode belongs to a specific crown type and contains all the basic information about the product: shade, shape, tooth name, and SKU. The client places the barcodes on boxes with the matching crown type. When users scan the code, they can re-add the product to their cart.

Users can create their own barcode lists, which they can set as public or private. On the Barcode Designer page, they can select the shade and shape of the crown and then create pages with the corresponding barcodes. If they have multiple lists and need to move a barcode to a different page, they can use the Parking Lot field (displayed as “Parkplatz” on the screen). They need to place the barcode in the Parking Lot, navigate to the desired page, and insert the barcode there.

 

Once the barcode list is ready, a user can add products from the list to their cart, download it for printing, share it with others, or make copies. All lists are automatically saved in their account, allowing a user to reorder them in the future if necessary.

B2B features

 

Since Kulzer sells a specific product to B2B customers, we have implemented several features to simplify the client’s life.

 

To register, Kulzer’s client needs to make a request. Then, the manager will register the user and assign them a SAP number (or ID) in the system. There are cases when data changes for clients, such as a legal address. Users can change it upon request through the Kulzer manager. We added the setting for self registration in the admin panel if needed.

There are features that we also added:

 

  • Client prices. Each user’s prices depend on their purchase history. Users won’t see the prices if they hit the order limits.
  • Discount system. Almost all users receive discounts and have different prices for every product. For example, if there are 10,000 users on the site, there will be 10,000 different prices for the same product.
  • Price visibility. Our team implemented the function allowing the admin to show or hide all prices. As a result, users can’t see them in the cart, checkou​​t, or emails. For some users, they can see prices for a specific product. It depends on how often buyers order and for what price.

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Making an Order

 

The client has several options to place an order. There is no guest checkout on the site since all clients in Kulzer are regular. Each has its SAP number (or ID) and order history. Let’s consider the options for placing an order and what features the store has for this process:

 

  • Sales reps. These are managers who can place an order for the client. Users call and ask to repeat their daily order, which the Sales reps place. The order arrives in the user’s name and to their usual address stored in the database.
  • Document import. All Kulzer clients know the SKU numbers for each item in the store. They can create a document using the example in their account and specify the required quantity of each item. Then they import the document to the website. The client will then be able to see all the products they have specified and add them to the cart.
  • Order History. Users go to the search page to find the products needed. There, they can see what products they have already ordered. This feature makes it easy for customers to find new items or repeat orders through the search page.
  • A quote. It works similar to a shopping list. The quote can be saved in the user’s account for a certain period, for example, for 10 days. The user can find it in the personal account and reorder the products through the quote.
  • Stock availability. The user can see if the required number of items is in stock and their delivery date in the cart. For example, they need 400 items, but no such quantity is in stock, meaning the system will split the order. Then, instead of one delivery date, the users will see two dates for each part of the order. They see the amount of goods and the date they arrive. For example, 150 pieces will arrive on December 15, and 250 will arrive on December 26.

Loyalty System

 

Our team also helped integrate discounts into the site. For example, when ordering 10 identical items, the client receives a 10% discount. Magento adds this discount to each order. Our team remade it so that one of the 10 items should be free. We also fixed this for the SAP system so that the discount is calculated the same everywhere. The client can see it in the shopping cart.

 

We implemented a loyalty system that rewards customers for donating precious metal crowns (e.g., gold). Kulzer offers discounts for the following orders calculated based on real-time gold prices. This function currently only works in the US store.

Kulzer APP

 

The application allows users to add products to their carts and place orders. To do this, they must select the appropriate storeview, open the application’s scanner, and scan the barcode. Then, all the products go to the cart, where they can place an order and proceed to checkout.

 

Since another team made the application, we optimized the app’s API and refactored modules. Also, we wrote our rest controllers for speed optimization. They help to minimize the request quantity from the mobile app to Magento and reduce the user’s waiting time.

Improved Website Speed

We optimized the website's performance, making the store load faster and providing a smoother experience for users placing large orders.

Setting up the Ordering Process

The introduction of flexible ordering options, such as saved quotes, document imports, and sales representative support, simplified and accelerated the purchasing process for clients.

Process Automation

Automating key processes, including dealer management, barcode generation, and SAP integration, reduced manual tasks and improved operational efficiency.

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Vlad-Yunusov

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