Case study hallberg-rassy
Selling original spare parts & accessories for high-end yachts worldwide
Hallberg-Rassy Parts is part of the Hallberg-Rassy Group, specializing in original spare parts and accessories for Hallberg-Rassy yachts. With a physical store located at the Hallberg-Rassy yard in Ellös, Sweden, and a newly launched Magento store, the company serves customers worldwide with fast shipping and a carefully selected range of thousands of products.
In 2016, Hallberg-Rassy Parts moved to a larger 260-square-meter store within the boatyard’s marina, enhancing their ability to offer excellent service and high-quality parts. The webstore has since become one of the primary sales channels, making it easier for customers from around the world to access the extensive product range.
Project snapshot
Website: https://shop.hallberg-rassy.com/
Country: Sweden, selling worldwide
Industry: Spare parts and accessories for Hallberg-Rassy Yachts
Business model: B2B, B2C, omnichannel
ERP partner: Update AB
Web agency: CO-OP
Integration partner: NVision Commerce Solutions
Tech stack
A new Business Central
Hallberg-Rassy migrated from Dynamics NAV 2018 to Business Central.
Magento store
The old webshop is replaced with a Magento store for full ecommerce capabilities.
Commerce 365 for Magento
To integrate their Magento store with Business Central.
Challenges
The biggest challenge of the project was managing the complexity of selling from Sweden to almost every country worldwide, both within and outside the European Union, and serving both private customers and businesses—all from a single online shop.
To handle this diversity, some customizations were required on both the Magento and Business Central side. These modifications were essential to manage B2B and B2C customers effectively, address differences in VAT regulations, and ensure proper handling of orders based on the customer’s location.
A key difficulty was understanding and implementing the correct accounting templates and VAT mappings for various scenarios, such as when a customer lacks a VAT number or when orders are placed from different countries. Luckily, Luuk (NVision) was always there to support me and basically held my hand every step of the way. So that felt really safe, knowing that there was someone who knew what he was doing. Whenever we ran into issues, we knew we could get help from NVision very quickly.
“ Support during the project was great. There was fast communication for smaller issues. I always got quick responses. When there was something bigger we scheduled a call. Without a doubt, communication was excellent.“
Why NVision and Commerce 365
Exploring alternative solutions
Before deciding on the current integration, we explored several other options for connecting Magento and Business Central. One option was to implement a PIM system and then build a custom integration between Magento and Business Central to handle order synchronization.
Our Magento agency CO-OP looked at the possibility of developing a connection to Business Central, however, they couldn’t guarantee its long-term reliability or cost-effectiveness. There was a risk that the solution could end up being much more expensive than anticipated, without the level of stability the NVision integration offers. So eventually CO-OP advised us to go with Commerce 365 for Magento.
Demo
A key moment in our decision-making process was the demo session with NVision. Their presentation effectively demonstrated the capabilities of the integration, and we were convinced after that meeting. Additionally, the NVision solution allowed us to avoid investing in an expensive PIM module, which was a big plus. The built-in module covers all our PIM needs, making it a much more cost-effective and efficient choice.
The integrated PIM is one of the parts I like the most. It’s easy to work with and it’s great to manage our product information. I can add details, images, descriptions, and attributes to items and then put them into categories I’ve made before, all without having to leave Business Central.
Aron Borg
Ecommerce developer @Halberg-Rassy
Key improvements
One of the core features we wanted for our new online store was the ability to automatically sync stock statuses and import orders directly from the website into our ERP system. Achieving this has been very satisfying, as it eliminates the need to print orders on paper and manually enter them into the computer—no more copying and pasting addresses or creating sales orders by hand. This means less work and fewer errors.
This automation has been a huge improvement compared to how things were done before, significantly streamlining our order management process.
Go-live experience
We went live with our Magento store just before Christmas, and overall, the process went very smoothly. In the days leading up to the launch, we maintained close communication, and Luuk from NVision was on standby to provide support if needed. This was really reassuring and helped us feel more confident about the transition.
Fortunately, we had done extensive testing in our test environment beforehand, so we were quite confident that there wouldn’t be any issues with the integration part during the go-live. Thanks to the thorough preparation and the support available, everything went according to plan without any problems.
“I’m really pleased with our decision to go with the NVision solution. The integration works great and has been very stable.”
Reducing email and phone orders
Before, around 50% of our orders came through email and phone, while about 40% was placed via our webshop and the remaining 10% came through our physical store. The main reasons for the high number of email and phone orders were the limitations of our previous website, which didn’t allow us to present all our products online—only about half of them could be listed. As a result, customers often called us to ask if we had specific items in stock. The new, integrated solution makes it easier, is less time-consuming, and enables us to add all products to our online store.
Complexity of Hallberg-Rassy products
Another significant factor is the complexity of many of our products. For example, I’m sitting in one of our boats right now, and if you look at the windows, there are numerous options to choose from—different sizes, materials, and configurations. Before, this led to a lot of communication by phone and email to help customers order the correct products.
With Commerce 365 for Magento in place, we can now focus on reducing email and phone orders by shifting more customers to place their orders directly through our online store. One of the features that makes this possible is Product Attachments, which allows us to add various files to product pages—such as user manuals, detailed PDF product information, warranty details, and more. By making this information readily available online, customers can find the answers they need without having to reach out directly.
“ We’ll be gradually filling our online store with comprehensive product information and guides. In the long term, this approach will not only reduce manual order handling but also allow us to provide a better customer experience—helping them find the right products quickly and confidently. “
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