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MENU goes international with a strong digital set-up

The business goes international

The Danish design company, MENU, is in the middle of an international growth adventure. MENU produces and sells designer furniture and interiors in a large number of countries - and the company is preparing for further expansion. Novicell helped MENU realise its ambitions internationally and the collaboration spans data architecture, e-commerce solutions, a PIM solution and online marketing. For MENU, it is absolutely essential to have a few but broad, competent partners who can go with them internationally. MENU has thus chosen one consultancy to help them with the entire ERP part and Novicell to help them with all customer-facing, digital solutions.

It is important for us to have a partner like Novicell - it is actually crucial. Our digital presence and the underlying system architecture are quite extensive, and we need a partner who can advise us holistically and who can help us get things built right.

Thomas Hemmingsen, CIO, MENU | Novicell digital konsulenthus
Thomas Hemmingsen

The data foundation is in place

Novicell built a solid data architecture for MENU. The architecture needed to ensure that all data was located in one place and that all systems drew on the right data at a high speed. The architecture consists of a data factory layer based on Microsoft Azure Service as middleware. It ensures a valid data flow between the individual systems, e.g., the e-commerce platforms, the PIM system and a purchase requisition system. For that reason, the data foundation is built on the microservice mindset, which makes it easy and flexible to gradually integrate new systems when the needs occur.


E-commerce solutions for retailers and consumers

- without channel conflicts

Today, both end customers and MENU's suppliers can buy MENU's products online globally. It takes place on two different e-commerce solutions because while direct sales to end customers take place in a Shopify solution, sales to retailers take place in an e-commerce solution based on Dynamicweb.

MENU's decision to open a webshop with direct sales to consumers was strongly inspired by the fact that MENU in the US had been very popular - and therefore prompted MENU to expand sales to consumers internationally. MENU finds that it makes a positive difference for consumers that they can find a "buy" button on the site. Consumers find it easy to buy, although they ultimately prefer to go into a retailer and see the item and buy it there. MENU, therefore, perceives that the e-commerce solution for consumers supports sales to retailers – rather than creating a channel conflict. 

MENU's primary sales channel is therefore still through retailers, and they order goods from MENU through the B2B e-commerce solution, which is based on a Dynamicweb Rapido platform. 

We got a lot smarter in a very short time about consumer sales. All of a sudden, we had to handle everything that our suppliers used to handle: checking stock status, handling shipping to private individuals, invoices to private individuals and everything that goes with that. We at the same time gained a lot of insight into, for example, which products are bought together. After all, all that learning means that we have become much better at talking to our suppliers about the end customer's expectations. We have simply become better at selling through our suppliers

Thomas Hemmingsen, CIO, MENU | Novicell digital konsulenthus
Thomas Hemmingsen

Product data is moving into a PIM solution

All MENU's product data is on its way to being moved into a PIM solution and going forward that is where it will be. The PIM system aims to create a single source of truth regarding product data, i.e., going forward all other systems will draw on the PIM solution when product data such as item number, image, description and much more are searched for. Here, MENU has chosen Struct as the PIM solution. Struct is particularly known for a very intuitive user interface and the transfer of data at high speed.