How do you secure buy-in to meet evolving customer needs and business goals? Renishaw, a well-established manufacturing company with a 50+ year history, started its digital transformation journey to achieve just that.
In a recent webinar, Apply Digital’s Head of Product Management, EMEA, Joe Hankin, Renishaw Web Experience Manager Steve Jones, and The Manufacturer’s Strategic Accounts Director Stuart Biddle delved into Renishaw’s modernisation efforts.
Specifically, they explored a misalignment between existing technology and customer needs, gaining stakeholder buy-in through external validation and embracing composable architecture for a future-proof tech stack. They also discussed the importance of a careful transition between legacy and new systems while reinforcing the need for a patient, adaptable approach to digital transformation.
Use Renishaw’s five key learnings to advance your own digital transformation initiative.
1. Recognise misalignment with customer expectations
After acknowledging a misalignment between its existing technology and the evolving needs of its B2B customers, Renishaw noticed a shift in customer expectations. Just like B2C interactions, their B2B clients demanded seamless, intuitive experiences. “A decade of smartphones, Amazon shopping, and digital banking has reshaped customer expectations of the Renishaw experience,” shared Steve Jones. “B2B interactions must now mirror the seamlessness of B2C experiences.” This realisation served as a catalyst for Renishaw to reassess its digital capabilities and embark on a path of modernisation to better serve its clients.
2. Secure stakeholder buy-in through discovery
To gain internal support and validate their observations, Renishaw partnered with Apply Digital to complete a comprehensive discovery phase. “The Apply Digital discovery process begins by understanding the client’s business challenges and goals,” shared Joe Hankin. “We then delve into their pain points, team dynamics, and technology delivery methods…to create a strategic roadmap that prioritises maximising the client’s opportunities.” This external validation and in-depth analysis were instrumental in enabling the Renishaw team to clarify the opportunity, secure buy-in from senior leadership, and pave the way for digital transformation.
3. Future-proof with a composable tech stack
After the discovery phase, it was clear that adopting a composable architecture (like MACH®) for the new technology stack was ideal to support evolving customer needs. Unlike traditional monolithic systems, a composable architecture offers greater flexibility and adaptability. “These distinct systems, sourced from various suppliers, are intentionally designed to function cohesively,” noted Steve Jones. “This creates a scalable, interchangeable, and future-proof software-as-a-service (SaaS) solution.” This strategic choice empowered Renishaw to maintain agility and responsiveness in the ever-changing digital landscape.
Apply Digital recommended commercetools, a composableeCommerce platform, as one of the core components of this new stack, given its scalability and alignment with project requirements. commercetools’ cloud-native, component-based, tech-agostic design empowered Renishaw to connect multiple frontends on a single backend, delivering an omnichannel journey that meets clients’ expectations. In addition, changes can be made easily and quickly at any time, without downtime — whether to launch a new campaign, add new products, or adjust to market conditions.
4. Transition between stacks
Transitioning from legacy systems to the new composable architecture required careful planning and integration. Renishaw focused on creating new components while gradually phasing out older elements. “The solution involves creating new systems and transitioning existing ones where possible,” shared Steve Jones. “However, integrating with some legacy systems is often unavoidable. For example, during this transition period, both the new and old eCommerce experiences may coexist, either in different regions or for different product lines.” This measured approach allowed for a smoother transition and minimised the risk of major disruptions to Renishaw’s business operations.
5. Practise patience and persistence
Throughout this journey, both Renishaw and Apply Digital emphasised the importance of patience and persistence. Digital transformation is not a quick fix; it requires a significant shift in mindset and culture within any organisation. “Patience is key,” shared Steve Jones. “Shifting mindsets and ways of thinking within a large organisation takes time. Everyone is focused on their essential roles, and the benefits of digital transformation may not be immediately apparent to all, which is completely understandable.” Renishaw recognised that transformation is an ongoing process requiring commitment, flexibility, and a willingness to learn from successes and setbacks. Building relationships, gaining trust, and continuously adapting to new challenges are crucial for successful digital change.
The path to digital success
While composable architecture is uncharted territory for most B2Bs, industry experts and major analyst firms, including Gartner®, laud it as the future of commerce. Companies considering migrating to a composable system should tap into resources like the MACH Alliance and consider composable vendors as their strategic partners. As Kelly Goetsch, Chief Strategy Officer at commercetools, explained in a CommerceTomorrow podcast, “As vendors, we do this all day, every day. I think we too often are put in the adversary box for negotiation purposes rather than the ‘We are here to partner and help you’ box.”
For companies looking to digitally transform, Renishaw’s experience provides a valuable blueprint. The companies’ transformation story highlights the power of recognising the need for change, partnering for external expertise, choosing adaptable technology, and embracing a patient, persistent approach to navigate the complexities of digital transformation.
Click here to watch the Renishaw webinar and learn how Apply Digital can help guide your modernisation efforts.
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