Case study · B2B eCommerce

ShipSupport by Royal IHC:
80,000 products online

Online Content Marketer · Royal IHC · Intershop
Rotterdam, the Netherlands · 2017–2019

ShipSupport B2B eCommerce platform by Royal IHC

Key results

80,000

Products visualised

40,000+

Images renamed automatically

2,000

Products photographed

Weeks → hours

Image processing time

Context

The project

Royal IHC is a Dutch maritime and dredging company. ShipSupport was its new B2B eCommerce platform, built on Intershop, selling spare parts for dredging vessels to customers worldwide.

I joined the team that launched the platform as an MVP (minimum viable product): a first working version, live quickly and improved sprint after sprint. I owned the content and visual layer from zero, at industrial scale.

Challenge

What needed to change

A catalogue of 80,000 technical products had to be online, findable and visual, with almost no existing product imagery.
Product images had to follow strict naming rules to be linked to the right items; doing this by hand would have taken weeks.
A new B2B platform needed an SEO structure from the start, not as an afterthought.

My role

What I did

Photographed 2,000 dredging parts, 3 to 4 angles each, in bi-monthly studio shoots (read how I organise a professional product photoshoot, on LinkedIn).
Automated the renaming of 40,000+ product images with Excel and command-line scripts, cutting weeks of manual work down to hours.
Made sure all 80,000 products were visualised on the platform, with product, category and brand imagery.
Built the SEO structure with the SEO agency: keyword mapping, URL structure, title tags, meta descriptions and H1s.
Created brand pages, landing pages and static HTML/CSS pages, plus newsletters and instructional product videos.
Worked in an Agile team using Jira, Confluence, Slack and InRiver (PIM), from MVP launch to continuous improvement.

Result: MVP launched · 80,000 products visualised · 40,000+ images processed automatically (weeks → hours) · 2,000 products photographed · SEO structure in place from launch.

IntershopB2B eCommerceInRiver PIMJiraConfluenceExcel automationProduct photographySEOHTML / CSSVideo

References

“Delphine was instrumental in creating much of the content essential to ShipSupport. From visual banners, setting up newsletters, to creating dozens of landing pages on the platform. But most of all, it was her who filled the entire catalogue with all the product pictures, category pictures, logo’s etc. There were few other who had such a profound impact on the look and feel of the platform as Delphine.”ShipSupport – LinkedIn recommendation

“Delphine is a pleasant person to work with. She’s an allround marketer with a focus on e-commerce/content and with great photography- and programming skills. One of the things I really appreciate is her determination; e.g. she made sure that 80K products in our webshop are being visualized!”Royal IHC – ShipSupport – LinkedIn recommendation

See all my recommendations on LinkedIn → · All references

Why it matters for your project

What this project shows

Launching a B2B eCommerce platform at scale: product data and imagery, automation where manual work does not scale, and SEO built in from the start. See how I can help: CMS & eCommerce project management.

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ShipSupport by Royal IHC:80,000 products online