We wanted a stable solution where we can present our products in a nice way and that we have received. We have received a lot of positive feedback, both internally and from customers, and we feel that this is something we can build on. The cooperation with Webbhuset has been positive, it has felt safe to have such close contact with knowledgeable people. The opportunities ahead are virtually limitless.
We wanted a stable solution where we can present our products in a nice way and that we have received. We have received a lot of positive feedback, both internally and from customers, and we feel that this is something we can build on. The cooperation with Webbhuset has been positive, it has felt safe to have such close contact with knowledgeable people. The opportunities ahead are virtually limitless.
Generation shift and new purchasing requirements prompted Ninolab to digitalize their sales
For over 60 years, Ninolab has been a leading supplier of laboratory equipment and services to operations in healthcare, research, and industry in the Nordics. Together with Webbhuset, Ninolab has now launched their first e‑commerce solution, built in Fusion Storefront and integrated with the business system Pyramid. The web shop is an important step in digitizing sales and streamlining administrative work.
Proactive effort to meet future demands
Ninolab faced a strategic crossroads. As a distributor of laboratory equipment and related services to healthcare, industry, and research, their sales have traditionally occurred through close customer relationships and personal service via the sales team. But with changing expectations from both procurers and buyers, the pressure increased to offer digital access to the assortment.
"We didn't have a web shop before. For us, we have noticed that everything is heading in this direction, people are shopping more online. There is going to be a generational shift." says Marco Martucci, IT coordinator at Ninolab.
Even though larger competitors had already introduced e‑commerce solutions, Ninolab chose to act before the demands caught up. Being ready when the customer expects a purchasing portal was a conscious and proactive decision, not a reaction to a single customer's demands.
"We don't want to end up in a situation where we suddenly can't participate in procurements because we lack certain features." continues Marco.
To succeed with their first e‑commerce platform, Ninolab sought a partner who could understand their business, think long-term, and build a solution that supports internal efficiency and the future customer journey. The choice fell on Webbhuset.
From manual order to digital customer journey
With Webbhuset as a technical partner, a completely new e‑commerce platform was built from scratch, based on Ninolab's existing processes, internal needs, and customer purchase behaviors. The new solution is developed in Fusion Storefront and integrated with the business system Pyramid as well as Google Sheets, where different types of product data are managed. This means that important information such as price and stock status is retrieved directly from the business system, while descriptions, accessory relationships, and consumables are handled separately in a structured interface. The result is e‑commerce focused on both flexibility and business connection.
For Ninolab, the investment is not primarily about increasing sales, at least not initially. Instead, they see the platform as a way to create added value for both existing and new customers, while also streamlining work for their own organization.
"We do not believe in a huge increase in sales via e‑commerce in the first few years. But it was really something we thought would create added value for our customers and potentially new customers." says Marco.
There is particularly great potential in the daily handling of consumables, where customers can now log in themselves, see product information, and place orders without burdening the sales department. The new solution is already being used for such products, such as detergents and pipettes. Over time, Ninolab hopes that the digital sales channel will also reduce administrative work internally and free up time for more advisory customer contact.
Stable solution and close cooperation
Ninolab is pleased with the result. The new web shop lives up to their goals: a stable, clear, and professional channel for presenting the products digitally. Meanwhile, the work of building up and maintaining the product information has provided new insights.
"We knew it would require work, but now we really see how much it requires to keep all the information updated. If we want to invest in this, it's a part we must continue to invest in." says Marco.
The collaboration with Webbhuset has been an important part of the project's success. Marco particularly highlights the feeling of close access to expertise.
"I am very glad that we feel very close to knowledgeable people. It has been very pleasant to work with Webbhuset, both the developers and the coordinators." says Marco.
Positive response and great opportunities ahead
After the launch, Ninolab has gradually started inviting its customers to the new web shop. Although the flow is not massive from the start, both internal teams and customers have shown appreciation.
"We have received a lot of positive feedback internally. Many think this is a good solution that we can build upon." says Marco.
Customers who have tested the platform have also given good reviews, and the salespeople are increasingly seeing the value of highlighting e‑commerce in dialogues with customers.
"It's much better when you have a dialogue with the customer to refer them there and truly believe in the added value." says Marco.
For Ninolab, the launch is just the beginning. The ambition is to continue developing the platform step by step, as customers' needs and internal ideas emerge. One of the first features being considered is creating order history for logged-in customers, based on data from Pyramid, to facilitate repeat purchases. In the longer term, Marco also sees potential in further developing towards a customer portal for aftermarket and service, where customers can track their service cases and gain a better overview of their collaboration with Ninolab.
With the new solution, Ninolab has not only taken an important digital step but also created a solid foundation to further develop their customer experience as the market changes.
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