Magnum VET: from phone orders to self-service in five B2B markets

The challenge

Magnum's previous website ran on outdated technology. It allowed online sales, but a large share of orders still came in by phone.

The customers are veterinarians and dental clinics who need fast ordering and accurate information about medicines and products. Each country and business unit needed its own site, but with a shared platform behind them.

What we did

Instead of developing the old solution further, we built the VET B2B platform from scratch, separately from Magnum's pharmacy platform. The design was done by Opus.

• A new B2B platform. The ordering flow is built for the professional buyer, so ordering online is faster than a phone call.
• A multi-market structure. Five sites in four countries, each with its own business unit and language, on one technical foundation.
• A phased launch. The markets went live one by one, each on its own schedule.
• Structured data for medicines. Product pages carry schema.org data that distinguishes medicines and vaccines from ordinary products and helps search engines understand them better.
• Sales features. Bundle offers and conditional gifts that take stock levels into account.
• Continuous development. Regular releases, each with a summary of changes written for the business client.

The result

Magnum's B2B customers now order through self-service on five sites in four countries, all running on one platform.

• Orders moved from the phone to the web, freeing up the sales team's time for advising customers.
• Opening a new market is faster, because each new site uses the existing platform.
• Better visibility in search through structured data on product pages.