Abacus Cooperativa — Bookshops, stationery and toys

From a failed migration to Salesforce, with late orders and unmanaged returns, to a catalogue 40 times larger.

x2

Sales doubled

x40

Catalogue expanded (5,000 → 200,000 SKUs)

2022

Start of Fractional Leadership
Project Overview

From a failed migration
to a catalogue 40 times larger.

Abacus Cooperativa has a very strong network of physical bookshops, but it came to Connecting The Dots with a dormant digital business after a poor earlier migration from Magento to Salesforce Commerce Cloud: orders not delivered on time, unmanaged returns, and the customer pushed down to last priority.

On top of that, Abacus sells three very different types of product (books, toys and stationery) that require completely different product pages and photography strategies — a book cover doesn’t need as many photos as a LEGO set.

Connecting The Dots has provided Fractional Leadership of the digital business since 2022: instead of yet another platform migration, we got the most out of the technology already in place, launched weekly campaigns and connected the catalogue to the ERP.

The result: sales doubled in a short time and a catalogue multiplied by 40, from 5,000 to 200,000 SKUs.

Our Approach

How we structured the project.

Getting the most out of the technology already in place, instead of migrating again.

01

Fractional Leadership since 2022

Instead of a new platform migration, the existing Salesforce Commerce Cloud setup was optimised and its costs adjusted — as we usually do, without over-investing in technology before the business needs it.
Salesforce Commerce Cloud
Cost optimisation
No new migration
Optimisation plan

02

Weekly campaigns and ERP integration

Weekly campaigns that doubled sales in a short time, and a catalogue connected to the ERP that grew from 5,000 to 200,000 SKUs.
Weekly campaigns
ERP integration
Catalogue x40
Sales x2

03

Spanish market levers and an in-house team

Making use of school vouchers, the culture voucher and Bizum — conversion levers specific to the Spanish market that Abacus wasn't exploiting — together with professionalising the team, which is especially valuable in a cooperative.
School vouchers
Culture voucher
Bizum
Professionalised team
Cooperative
Public grants
Local payment methods
Results

From a dormant digital business to a catalogue 40 times larger.

Sales doubled and a catalogue multiplied by 40 thanks to the ERP integration.

2022

Start of Fractional Leadership
Project kick-off by getting the most out of the technology already in place, with no new platform migration.

x2

Sales doubled
Digital sales doubled in a short time thanks to weekly campaigns.

5,000 → 200,000

SKUs in the catalogue
Catalogue multiplied by 40 thanks to the ERP integration.

3

Product categories
Books, toys and stationery, each with its own product page and photography strategy.

3

Spanish market levers
School vouchers, the culture voucher and Bizum, activated for the first time.

Digital business

From dormant to growth lever
The digital business went from dragging a failed migration behind it to being an active growth lever, with the customer and the catalogue finally at the centre.

Getting the most out of the technology already in place instead of migrating again — weekly campaigns, ERP integration and Spanish market levers turned a dormant digital business into a catalogue 40 times larger.

person
Cooperative of bookshops, stationery and toys · Spain
Fractional Leadership of the digital business
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