Customer case

Customer case


How a B2B environment can personalize experience.



Sibelco Abrasives sales were still run in a personal, but not structured way (phone call, email order). The aim was to create a B2B environment, in which customers can easily purchase and reorder abrasives. We knew this company was going through a global transformation. Sibelco is aligning their mission with how customer expectations evolve and processes change. This is where the journey with Salesforce started.

Their sales channels needed to give the customer a personalized experience, with access to his account manager, past sales, and all this in a quick mobile- friendly environment. Although this platform needed to be restricted to customers, new customers must be able apply for an account easily.


Using the Salesforce B2B Commerce Cloud platform, Spire member FORWARD implemented a webshop enabling Sibelco’s B2B customers to shop online whereas before they only used a sales representative over the phone to (re)order their products. The end user could choose from a set of 250 products, all in different packages and granularity. Different price books were offered, depending on the customer tier. Ultimately, we created a coupon system, allowing discounts during the first months.

FORWARD delivered an integration with a web service as a solution to calculate complex transport costs, depending on postal code or other parameters. FORWARD has established the alignment of the B2B shop with the Sibelco website by implementing multiple Iframes within the shop.

Besides continuing with the current planning, order management was also implemented so that the customer was informed with an overview mail when his order was placed.

We proved it was important to customize the application in such a way that customers were able to quickly reorder the exact same order as previously. This is a common use case in the Abrasives sector. It allows customers to create a similar order in one click, after which the order specific data can be filled in on the checkout screen.

To report on all sales, FORWARD configured Salesforce reporting on abandoned carts or placed orders. On top of that Google Analytics (Tag Manager) was used to follow the different steps from each visitor.

Together with the team of the two Spire members, FORWARD and BRIGHTFOX, Sibelco Group acted as one team to grow the company. They have a clear vision, part of this vision is technology and that is where Salesforce and Spire members FORWARD and BRIGHTFOX played an important role.


After 3 months, we see a 90% level of adoption, our customers are really happy

Customers find the right products much faster and can complete their order more quickly

It took just 2.5 months to go live with the brand new platform #fastimplementation



Sibelco is a global material solutions company. We utilise nature’s raw materials to provide solutions for society and support the cradle-to-cradle loop. From drinking water sanitation to solar technology, every day our materials work as essential components in the progress of society.

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Sibelco was founded in 1872, initially supplying silica sand from deposits in Flanders to Belgium’s major glass producers. Our association with the clay industry stretches back even further, with our UK operations producing world-renowned ball clay in the south west of England for over 300 years. Today, Sibelco is still a privately owned & family business, operating 174 production sites in more than 30 countries with a team of over 8,500 people. Our shareholders, united for more than 140 years, provide stability and a long term view on our business.


Our proud members are looking forward to go the extra mile with you in your Salesforce, Mulesoft and Tableau challenge.

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