Enhancing customer experience through digital innovation
Röhm streamlines B2B procurement and boosts efficiency with a digital customer portal powered by Intershop.
access to procurement data, documents, and tracking
employees across Europe, North America, and Asia
metric tons of methacrylates produced annually to serve key industries
“With RöhmConnect, we turned complex procurement into a seamless, digital experience. Thanks to our collaboration with Intershop and a design thinking approach, we created a platform that truly reflects what our customers and teams need – transparency, speed, and simplicity.”
The challenge: streamlining service for greater efficiency
While Röhm has long been a trusted partner in the chemical industry, the increasing complexity of the supply chain and expectations presented an opportunity to enhance service delivery. Customers managing procurement with time pressure and logistics challenges needed more intuitive, self-service options to access documents, track shipments, and manage orders. Röhm saw this not as a shortcoming, but as a chance to evolve its service model – preserving the strengths of personal interaction while introducing digital tools that empower customers and reduce friction in everyday processes.
Challenges to work on:
- Increasing demand for speed, transparency, and self-service in B2B procurement
- Lack of digital interfaces made it difficult to access key information anytime, anywhere
- Growing supply chain complexity required faster access to shipment status and documents
- Need for more efficient handling of recurring tasks to improve the experience for both customers and internal teams
The solution - Meeting customer needs with RöhmConnect
As part of its ongoing commitment to customer-centric innovation, Röhm’s Bulk Monomers business unit launched RöhmConnect – a digital B2B customer portal designed to simplify procurement and enhance service transparency. Developed in close collaboration with Intershop, the platform reflects Röhm’s proactive approach to digital transformation and its dedication to delivering value through both technology and personal service.
RöhmConnect was developed in direct response to customer feedback gathered through structured surveys and interviews. Customers expressed a clear need for faster access to documentation, real-time shipment visibility, and more autonomy in managing routine tasks. Röhm recognized this as an opportunity to make their customer’s work easier and more efficient – especially in areas where digital tools could provide a better experience without compromising the personal service Röhm is known for.
A collaborative, customer-informed approach
The development of RöhmConnect was guided by a design thinking methodology and grounded in direct customer feedback. Cross-functional teams from sales, customer service, IT, and digital strategy worked together to map out user journeys and identify key pain points. Structured interviews, onboarding sessions, and surveys confirmed that customers were ready for digital tools that offered speed, clarity, and convenience.
To ensure technical robustness and adaptability, in particular requiring a cloud solution with an interface to SAP S/4 HANA, Röhm selected the Intershop Commerce Platform and partnered directly with Intershop for implementation. This close collaboration enabled agile development and ensured that the platform aligned with both customer needs and internal data flows.
How design thinking transforms B2B e-commerce: customer-centric innovation in action
RöhmConnect in action
Now live across Europe for Bulk Monomers customers, RöhmConnect offers:
- Real-time order tracking and delivery alerts
- Centralized access to documents such as SDS, TDS, invoices, and order confirmations
- Easy reordering and sample requests
- Updates on relevant supply chain developments
The portal is designed to complement Röhm’s multi-channel solution. Sales and customer service teams remain actively involved, with the platform enabling more efficient collaboration and freeing up time for strategic engagement.
Early results and customer feedback
Early results and customer feedback Initial feedback has been positive. Customers appreciate the portal’s intuitive design and the convenience of 24/7 access. Internally, Röhm teams report improved efficiency and better alignment across departments.
“RöhmConnect is a very userfriendly, functional and welldesigned portal. All necessary information is easy to find.” Duygu Arslandog, Sales Director Europe, Nordmann
“The helpful online functionalities enhance our procurement process as the services are available around the clock. I find it more efficient than other portals currently available in the market.” Jan Hirsch, Senior Strategic Sourcing Manager, Blanco
Looking ahead
Röhm continues to evolve RöhmConnect based on user feedback. Future enhancements will be introduced gradually, with a focus on maintaining the high standards of service and reliability that customers expect. Initiatives such as automated orderto-cash processing, invoice transparency – always guided by the principle of making customer work easier and more effective.
About RÖHM GmbH
Röhm is one of the world’s leading manufacturers in the field of methacrylate chemistry and supplies customers in fast-growing markets including the automotive, construction, and medical technology industries. We serve a global market with our MERACRYL® methacrylates and PMMA molding compounds under the PLEXIGLAS® / ACRYLITE® brand, which we manufacture in our worldwide production network. Our high-quality products offer a wide range of applications – from paints, coatings, car taillights, medical products, aircraft glazing and household appliance displays to road markings.
Around 2,900 employees worldwide play a part in our success. With production and research sites across Europe, North America, and China, we combine regional presence with global expertise and create added value for our customers.
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