English
Laguna is a manufacturer of high-quality sliding door systems and hardware based in Gdansk, Poland. Its offer includes complete building, furniture and other systems for special applications. The company's portfolio also includes the Anima Domus and Gustavson brands. Laguna's products are available on the Polish market and in more than 30 foreign markets. During its nearly 30 years on the market, Laguna is constantly looking for innovations and adapting its products to customers' needs.
How to sell complex customized products?
Implementation of a configurator for a leader in the furniture industry
Manufacturer of high-quality sliding door systems and hardware.
How to sell complex customized products?Implementing a configurator for a furniture leader
How do you make it easier for carpenters and designers who have to choose from thousands of components to create the perfect sliding door system? How to turn a complex product catalog into an intuitive tool that generates sales leads and builds customer loyalty?
This case study shows how Laguna, a Polish manufacturer of high-quality sliding door systems and hardware, solved this problem by implementing an advanced product configurator based on PIM and Headless CMS technology.
Challenge: The enormous complexity of products and the need to simplify the purchasing process
Laguna, with nearly 30 years of experience and a presence in over 30 foreign markets, offers an extremely wide range of products, including building and furniture systems and brands such as Anima Domus and Gustavson.
Main business and technical challenges:
- Extremely complex data structure: The product database included over 1,200 individual items comprising 305 complete systems in approximately 400 categories, with nesting reaching up to ten levels.
- Challenges for the target group: For the main customers – carpenters and designers – manually selecting compatible components from such an extensive range was time-consuming and prone to errors.
- No effective lead generation tool: The company needed a modern solution that would not only showcase its offering but also actively support professionals in their work, encouraging them to choose Laguna products.
Solution: Smart online configurator of Abakus systems
The goal was to create a tool that would transform complexity into simplicity. A dedicated online configurator was developed, designed to become an indispensable work tool for every carpenter and designer.
Key features and functionalities of the configurator:
- Online availability: Works on any device without the need to install software.
- Always up-to-date product database: Thanks to integration with the central PIM system, data is downloaded on an ongoing basis.
- Ready-to-print and ship designs: Users can save their configuration as a PDF file or send it directly to their email.
- Precise dimensions: The system automatically provides the gross and net dimensions of the fillings, which is crucial when preparing materials.
- Two configuration paths:
- For experts: Users familiar with Laguna systems can quickly configure the solution they need.
- For new customers: Guides the user step by step, providing additional information and support in product selection.
The technology behind simplicity: PIM and Headless CMS
To manage such a complex structure, an advanced technological approach was used:
- PIM (Product Information Management) system: All 1,200 components were imported and appropriately remodeled in a dedicated PIM system. This is the central source of truth about the products.
- Smart Tags and Filters: Approximately 200 individual tags were created, allowing for precise mapping of relationships between components and entire systems. As a result, the filters in the configurator work flawlessly, always suggesting compatible elements.
- Headless Architecture: The user interface (configurator) was built using Headless CMS technology and connects to the PIM system via API. This approach ensures flexibility, speed, and ease of future development.
Thanks to this technology, end users can find a complete product system tailored to their needs in just two steps, despite the enormous complexity of the database.
Results: Customer loyalty and an effective sales tool
The implementation of the configurator has brought Laguna measurable business benefits:
- Effective lead generation tool: The configurator provides real value to carpenters and designers, becoming a natural entry point into the Laguna product ecosystem.
- Building customer loyalty: Positive experiences with an intuitive and helpful tool strengthen relationships with professionals and build their brand loyalty.
- Scalability and future-proofing: The solution is ready for easy addition of new product lines in the future.
- International reach: The configurator has been adapted to four language versions, supporting sales in foreign markets.
This project is a perfect example of how the strategic use of PIM and Headless CMS technology can transform a product challenge into a powerful sales tool that truly supports B2B customers in their daily work.
An effective tool for generating leads
Scalability and readiness for the future
Building customer loyalty
International coverage
Summary
Laguna, a leading manufacturer of sliding door systems, faced the challenge of simplifying the product selection process for carpenters and designers who had to choose components from a very extensive range. The company implemented an advanced online configurator based on PIM and Headless CMS technology, which:
- Integrated and simplified a database of over 1,200 components and 305 systems, ensuring that product data is always up to date.
- Allowed users to quickly and intuitively configure products, regardless of their level of expertise.
- Provided ready-to-print designs and automatic dimension calculation.
- Enabled personalization and lead generation, supporting customer loyalty and sales growth in international markets.
The result of the implementation was the creation of a scalable, easy-to-use tool that supports professionals in their daily work, strengthens relationships with the Laguna brand, and provides modern support for the sales process.
