Eshuis shows products and brands from their best side, with packaging and labels that stand out and surprise on the shelves. Like Coca Cola, Heineken, Grolsch and Royal Club.

The printing works underwent a total digital transformation. The instigator? The new webshop! This has not only become an online custom order system, but also a fully automated process up to and including the start of the printing press.

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This is how you realize a digital transformation

The question

This webshop should not only become an online custom order system, but a fully automated process up to the start of the printing press. Yes, I would also like the automatic shipment via PostNL and automatic invoicing, please! Thanks ūüėČ

The challenge

Mapping, digitizing, developing and linking the entire workflow of the production company. Please note: the price must be exactly right and each material, size, shape (plus 11 other factors) determine the price per label!


Online frontrunner

Stand out by being unique? This is possible with label printing and packaging printing company Eshuis. They produce full colour labels, shrink sleeves, cheese labels and flexible packaging that stand out on the shelf. Customer contact, the order system and the production of the labels went completely offline until 2 years ago. Of course they did receive e-mail, but orders by fax and telephone were still common before. 

Founded in 1891, the company has undergone a digital transformation in recent years. The 2017 feasibility study concluded that the bottom of the customer pyramid wants to order products via a webshop. The first steps in this direction were taken in 2018.

Why Redkiwi is chosen? “First of all was Redkiwiimmediately enthusiastic about our story. It's contagious when someone else is in your concept too. ...believe. In addition, the webshop was realized in 2Magento, this is an open source platform and that offers many career opportunities" - Marije Hulzebosch - Marketing and e-commerce manager at Eshuis. 

The key question: build a webshop that only offers custom products and is also linked to four other systems so that the order flow is automatic. Hulzebosch: "It is well known that printing companies generally want to help the 'big boys'. But also companies with small print runs are important to us; we just had to redesign the service so that we can help them as well and quickly as possible".

The main goals of the digital transformation are: 

  • More efficient handling of small orders
  • Better utilization of the digital machines
  • Increase customer base (spread of risk)
  • Additional turnover

Undeniably linking a lot of data

Linking data in the Eshuis project was very challenging work, which we did with the Redkiwi team of e-commerce specialists is all too happy to get our teeth into it. A complex Magento2 webshop. The printing company offers customised labels for bottles, for example. Every order depends on many factors that also have to be processed digitally. Think of: shape, size, material, finish, print, winding (and the position of the winding), labels per roll, core diameter, numbers, etc. All these factors influence the delivery and the price. Per selected image there are punches. Redkiwi has entered and pre-selected all the punches. For the custom products we developed a configurator, which ensures that the entered data exactly matches the correct delivery conditions and price. Sometimes a certain size of punch does not yet exist, then there is a list of comparable sizes. This affects the turnaround time and costs of production and delivery. All this is calculated automatically. This also takes into account the winding of the roll and the bulging of the bottle. Based on this, the correct sheet is automatically selected.

In short: lots of data!

This whole process of gathering information affects the editor; the layout module. The e-commerce team Redkiwihas developed Magentoquite a bit to make sure that the editor sends the right information. A total of four systems must be connected to each other in order to be able to start the printing press automatically.

Redkiwi is responsible for the entire trajectory of Strategy, concept & design, technical realization en online marketing. We made a digital functional design of the entire working method of the printing company. 


From custom order to production

What has been developed? A webshop for the online composition and ordering of various labels on rolls. The Customer can use an online editor, upload and approve artwork immediately. In addition, it is set up and linked to the order systems in such a way that the orders will end up on the presses fully automatically. 

Artwork is technically checked by a system and converted into a print file. In addition, there is also a system linked to the printing presses ...and control it. There are many data streams linked together to be able to do this. The first is to make it happen. When paying for an order, a delivery order is immediately forwarded to PostNL by the PostNL integration that we have applied. The invoice is also created and forwarded immediately. 

An order is immediately ready for production! And it works! 

Eshuis manages in Magentothe windings, punches, finishes, materials and shapes. They can make adjustments and add components to the module we have created. 

The Redkiwidevelopment team on the project: For us it was important that we understand the entire process of the company to be able to adjust it precisely. In the case of printed matter, the calculation and the duration of the production are very important. The price must be exactly right and depends on many factors (14). There's a complicated math script behind it. In addition, measurements are taken in different units; meters, minutes and kilos. These calculations are also independent of any surcharges and shipping costs. These are the great projects for a developer! And it's super cool that the whole process has so much influence on a company. In the meantime we have started with the further development of the webshop.

Results: Right from the first orders, Eshuis customers indicated that they were very satisfied with the tool and that they found it very user friendly. They like the fact that they can place an order at any time and that it is delivered exactly within the agreed delivery time. Although the digital transformation has optimised Eshuis's work process, the printing company has made personal contact a priority. Customers are called after an order because Eshuis likes to know its customers and their wishes. It also provides Eshuis with feedback on how to improve and optimise the webshop. Convenience, service and quality are paramount at Eshuis.

Thanks to Redkiwi we have been able to realise part of our dream: to help our customers with a simple ordering tool that allows you to compose and order your labels at any time. No hassle, no long wait, and know where you stand right away. We love that and so do our customers. Redkiwi has a good team of specialists who are able to turn excellent custom wishes into something usable and workable.

Marije Hulzebosch

Marketing and E-commerce manager Eshuis
Marije Hulsebosch for Quote element