Streamlining B2B Operations: Granzow's Digital Transformation Journey

About Granzow

Founded in 1935, Granzow A/S is one of Denmark's leading suppliers of equipment, system solutions, and services within compressed air, vacuum, pumps, and automation. With nearly 90 years of engineering expertise, the company supports customers from project planning through installation, testing, and ongoing service. 

The Challenge:
A Strong Business. A Digital Setup That Wasn't.  

Granzow is a technical B2B company with a broad and complex product range in the fields of compressed air, vacuum, and components. They were faced with a digital setup that lacked both direction and coherence—and which was effectively hindering the company’s ability to grow and scale digitally.

On the technical front, the situation was characterized by siloed systems: a website they couldn’t update themselves, a separate web store for a limited product selection, an older ERP system (Navision 2009 R2) without modern integration, and separate tools for email and Amazon. Product data was managed in fragmented formats across Excel, product sheets, and various descriptions—with no single source of truth.

Added to this was a lack of cross-organizational alignment regarding the online store and digital strategy across marketing, sales, and senior management. There was a professional foundation and a clear understanding within marketing of both the mission and the customer journey, but this was not operationalized as a common decision-making framework, resulting in divergent priorities and fragmented governance across functions.

At the same time, a previous partnership with a supplier created additional friction due to a lack of industry insight, project management discipline, and transparency regarding costs. The overall result was a project with inconsistent execution, more time-consuming data maintenance, more manual workflows, and an organization that ultimately could not scale.

The Solution:
A Foundation for Growth.

Granzow chose a new direction with Truvio Commerce (powered by DynamicWeb) and FlexMedia as partners. Rather than embarking on yet another large, unwieldy project, the focus was placed on a solid foundation, close consultation, and ongoing improvements that deliver real business value. 

A comprehensive DynamicWeb 10 platform was implemented, consolidating processes and data into a single system. The platform includes a fully integrated B2B webshop based on ERP data, supporting complex products, pricing, and customer-specific logic.

A central PIM system ensures structured management and enrichment of product data, including technical specifications, variants, and documentation. The ERP integration with Navision synchronizes products, prices, inventory, and customers with a direct order flow between the web store and the ERP.

The website and web store are consolidated on a single platform featuring language versions, customer login with access to orders and history, a support login for technician visits, a marketing module, and integration with Amazon—all accessible and editable without technical dependencies.

AI and Automation: The Next Steps Are Already Planned

One of the key benefits of consolidating data into a single structured system is that it paves the way for automation and AI - something that was previously impossible with fragmented and inconsistent data.

With the PIM system as its foundation, Granzow is now ready to scale its product range to over 100,000 SKUs, supported by AI-generated product descriptions and automated translations. This means faster product launches, lower resource consumption, and consistent quality across markets and channels, without requiring a corresponding increase in manual resources.

The point is simple: AI only delivers value when the data structure is in order. Granzow now has that foundation.

The Result:
Double the Traffic. Half the Manual Work. 

The most significant impact is a 103.4% increase in traffic following the launch of the new website. The increase is driven by a combination of significantly improved SEO, structured content, and the implementation of PIM – and has resulted in better rankings on Google as well as visibility for more competitive keywords. 

The platform was built with a strong focus on Google’s guidelines, which has given the site a strong technical “health score.” This makes the site more relevant in Google’s eyes and directly reduces costs for paid keywords in Google Ads. With products now set up in a structured format in DynamicWeb, Granzow is also ready to actively work with Google Shopping on products with visible prices, a channel that was previously unavailable.

The Platform’s Impact on Operations and Scalability
Several legacy systems have been replaced by a single unified platform, and manual work related to product maintenance and order processing has been significantly reduced. The platform can scale to handle over 100,000 products with consistent and structured product data across channels and markets.

Operational results
Internally, Granzow experiences greater confidence and transparency in collaboration, a better overview of tasks and investments, and significantly less wasted time in day-today operations. A concrete example is documentation management: previously, the team regularly received email inquiries from customers requesting product documentation.

That no longer happens - customers find what they’re looking for directly on the website.

This illustrates a broader point: when a customer searches for a specific product, for example, a BOGE compressor, they find Granzow via Google thanks to structured content and PIM, and they quickly find what they’re looking for. In B2B, Google visibility is a proven part of the purchasing decision process, and Granzow is now well-positioned at the moment that matters.

Business Value & Perspective
The greatest value lies in the foundation: a scalable platform that enables data-driven work, automation, a customer portal, and self-service, and that can evolve alongside the business without having to start from scratch every time. Granzow isn’t there yet, but they’re on the right track with a much stronger foundation than before.

The focus moving forward is on branding and the customer journey, further development of the web store and customer portal, as well as increased automation and efficiency across the organization and channels.

It’s not just about technology, but about structure, understanding, and the right partner.