About Aratron

Aratron is a leading specialist with a complex range. The products it sells are often customised. Customers frequently know what they want, but not always. Putting the products in context matters. Perhaps not for the individual engineer who knows exactly what they need, but it is essential for educating the market and for customers who need support along the buying journey. This is where AI came into the picture.

We started as we always do, with a set of discovery questions and a mapping of the target audiences.

The challenge – Showcase the range and increase self-service without compromising Aratron’s identity

Aratron’s identity is central regardless of channel and how it interacts with customers. Aratron wants to be seen as knowledgeable and as offering a high level of customer service. Customers should feel confident that they get high quality and personal service. The previous solution ran on WordPress without product information, so customers early in the buying journey had to contact one of Aratron’s specialists for help. That help could mean getting product recommendations, asking for CAD files or requesting a quote.

Our goal was therefore to showcase the range, make it easy to find what you are looking for and increase self-service, while Aratron continues to come across as customer-focused and personal.

So where does AI come in?

AI ready

Beyond the project goals above, there was also a desire to show the target audience even more clearly what value Aratron could deliver to customers and the market. The products are complex, and putting their applications in context is often challenging. There is also the educational challenge of presenting the right category texts to the market. This is where AI comes in, together with Rove’s subsidiary Dash.

Using AI, Rove and Dash have carried out an extensive analysis and implementation to position Aratron strongly in SEO and AEO, while laying the foundation for more contextual navigation that guides customers to the right application.

Configuration with DynaMaker

A key part of the self-service was implementing DynaMaker. DynaMaker is a tool embedded on the website that lets users configure products. For Aratron, we implemented it on the product pages so that customers can configure and customise the product in question. From the configured product, customers can then download data sheets and CAD files or request a quote.

All of this is fully integrated with Litium’s PIM and OMS, ready for an integration with the ERP system.

The result

Aratron has now gone live with a product website on Litium 8 in Litium Commerce Cloud. It makes it easier for customers to find what they are looking for, increases self-service with the help of DynaMaker among other things, showcases the broad range to customers, the market and internal users alike, and has made Aratron’s customer acquisition and top of funnel modern and customer-friendly through AI. All without compromising Aratron’s identity and values.

Next steps

Aratron has only just begun its journey and has several exciting steps ahead. DynaMaker will be rolled out to more categories, more products will be published, the quote flow will be automated and the PIM will be integrated with the ERP system. Dash will also continue working to position Aratron at the forefront of the market.

A long-term partnership

At Rove and Dash, we are delighted to position Aratron at the forefront of its field, and we have seen the partnership as long-term from the start. With AI, we can also streamline our development processes to make Aratron even more competitive and agile in delivering new value to its customers.