Clareo modernised its B2B sales tool without interrupting its business

Clareo, a major player in professional LED lighting, relies on its e-commerce site as a central sales tool, used daily by its sales teams and key account customers.

The challenge was not only to modernise the interface, but to overhaul a complex business tool, integrated into the IS, supporting:

• long sales cycles,
  
• business-to-business purchases,
  
• no public prices,
  

and a requirement for absolute continuity.

By redesigning its e-commerce platform, Clareo has equipped itself with the means to:

• modernise its brand image,
  
• improve internal and external user experience,
  
• secure its technical foundation,

prepare for international expansion while ensuring virtually zero downtime.

The challenges

Clareo operates in a demanding B2B ‘Enterprise’ environment, which is very different from the logic of consumer e-commerce.

A complex B2B purchase

• No public prices
• Access restricted to accounts approved by ADV
• Multiple quotes per customer
• Sales files updated over several months

👉 The website should support sales efforts, not just take orders.

A strong constraint of continuity

• Dozens of sales representatives connected daily
• Hundreds of active users
• An unacceptable prolonged outage

👉 The project had to be carried out without any operational disruption.

A brand image in need of modernisation

• High expectations from architects and clients
• Need for a more legible, premium front
• Clarification of a dense technical offering

Already structured IT integration

• CRM
• Customer ERP
• Inter-company orders (PunchOut)

👉 The redesign had to integrate with the existing system, not disrupt it.

Pillar No. 1 — A structured e-commerce platform designed for large B2B accounts

Clareo had an ageing website that had become limiting in terms of security, scalability and user experience.

The decision was made to switch to PrestaShop 8 in order to benefit from:

• a proven foundation,
• maintainable architecture,
• the ability to build a long-term roadmap.

👉 Specific developments now focus on business value, not on the foundation.

Pillar 2 — A sales tool tailored to long B2B cycles

The core of the project is not the control tunnel, but the quotation tool.

The platform enables:

• creating and revising quotations,
• managing multiple files per client,
• supporting long cycles (architect → end client → adjustments).

👉 The website becomes a genuine sales assistant, both internally and externally.

Pillar 3 — IT integration and inter-company purchasing

The platform integrates fully with the Clareo ecosystem:

• Salesforce connection
• PunchOut enabling large accounts to place orders from their ERP (e.g. SAP)

Result :

• Streamlined purchasing processes
• Reduced friction between companies

Operational time savings for all parties.

Pillar 4 — Secure migration without disruption

The migration involved:

• customer accounts,
• quotations,
• orders,
• commercial documents,
• representing several hundred thousand lines.

The switch was made on a very short window, with:

• no data loss,
• no disruption perceived by users.
  

👉 The first day after migration saw a record number of quotes.

Pillar No. 5 — Internationalisation and premium image

The new platform integrates:

• a multilingual architecture,
• a modernised image,
• a clearer user experience for international audiences.

👉 Clareo now has a tool that is aligned with its European ambitions.

The role of e-commerce

202 e-commerce acted as B2B e-commerce architect for major accounts:

• selection of the technological platform,
• design of the quotation tool,
• IT integration (CRM, PunchOut),
• management of migration without downtime,

long-term support.

Conclusion

Cette étude illustre la capacité de 202 e-commerce à :

• This study illustrates the ability of 202 e-commerce companies to:
  
• understand the business realities of B2B enterprises,
• design e-commerce platforms as work tools,
• secure projects with high operational stakes,
• without a ‘big bang’, without disruption, using a methodical approach.

A redesign conceived for the present and built to last.