Stein & Co: Precise retailer app optimizes the sales process

For the natural stone logistics provider Stein & Co, syreta, together with the agency SERY*, developed a sales app that connects the customer directly with the product and creates clear added value in the sales conversation. An example of digital communication that has a direct impact on the customer, conveys added value, and deliberately accelerates the sales process.

The app was primarily geared toward the needs of retailers. “Whether in our own showroom or on-site at the customer’s location – the entire product range including product details is displayed, application examples make the product real and tangible, preparing quotations is more efficient and more precise,” says Franz Edtberger, Head of Marketing at Stein & Co.

“Our goal was to give salespeople a tool they can use every day to work profitably and with optimized processes,” explains project manager Nina Simmer, BA, from SERY*. The app includes item descriptions, current availability, sizes, prices, inquiry and wish lists, as well as an additional area exclusively for retailers. “From the first consultation to the order, the app supports the entire sales process,” says Simmer.

The technical implementation of the omni-channel solution includes a web app with online catalogs, an ERP and image database interface, wish lists for customers and retailers, availability displays, and application examples with intelligent product linking. As part of the website relaunch, the app was also fully integrated there – meaning all functions are available via an additional channel.

What the Stein & Co project shows is a principle that is often underestimated in B2B sales: the salesperson is the crucial link between product and customer – and a good digital tool makes them better, not redundant. The app gives the field sales team everything they need in a customer meeting: up-to-date product data, availability, application examples, and the ability to record an inquiry or order directly. This speeds up the process, reduces errors, and turns every conversation into a complete transaction – from consultation to order, without media disruption.

Digital sales support – a model for brick-and-mortar retail

What syreta and SERY* implemented for Stein & Co shows how digital tools do not replace in-store sales, but specifically strengthen them. Especially for products that require explanation, such as natural stone – where feel, format, and installation examples play a central role in the purchasing decision process – a well-designed retailer app creates real added value. The salesperson has all relevant information at hand at all times, can show the customer inspiration and application examples directly, and create an inquiry during the conversation. This shortens the path from consultation to order while also reducing the administrative effort afterward. Omnichannel here does not primarily mean online vs. offline – but rather the intelligent connection of both worlds to the advantage of the customer and the salesperson.