Digital Platform for the Modern Farmer

DLG

DLG is a frontrunner in digital solutions with a unique and award-winning platform that makes everyday life easier for 25.000 Danish farmers.

DLG is an international concern with corporations in 18 countries. With 60 billion DKK in revenue it is also one of Denmark’s biggest companies based on turnover. Their extensive growth and the large size of the organization with a co-ownership of more than 25,000 Danish farmers, naturally demands some high standards to the digital solutions, which need to strength the organization’s many members, who has to be as competitive as possible.

Transition to The Modern Farmer

DLG wished to develop a digital solution that would bear the common farmer in mind. With an upcoming generational shift in the farming industry, it was necessary to move on from a nearly non-existent digital setup to acquire a modern platform that could optimize the user information flow, maintain the large number of younger farmers, and match the international size of the organization.

DLG needed to become a frontrunner in the utilization of digital tools within the Danish farming industry.

Websites and Apps for a Billion-Dollar Business

It was decided to develop a solution on a Sitecore platform that was created as the foundation of DLG’s digital universe. It is built to withstand large and deep scalations in an effective manner.

By having the foundation in order, DLG has had the opportunity to build more digital solutions to their corporations. For example, websites and apps for several of their attached firms, e.g. the billion-kroner German business, team. All solutions are migrated on the commerce part, which makes it possible to manage both backend and the separate ERP systems in SAP. The solutions save DLG for a notable amount of resources and makes it easier to further develop from the platform, while maintaining a streamlined technical and design setup. The Sitecore platform secures a large scalability and makes the continuing digital expansion more efficient because of the solid foundation.

Farming with Complete Overview

The most central part of Alpha Solutions’ work with DLG’s customer portal has been related to the system landscape, the architecture and the integration to DLG’s complex core systems.

A major part of a farmer’s work consists of managing a lot of different administrative tasks. To make this part more convenient, Alpha Solutions created a long list of services that are integrated around every single farm. The solution, which is the only kind on the market, makes it possible for DLG’s customers to e.g. perform self-service, find information about legal requirements, follow the price development on a selected range of crops and keep track on the harvest with the services “Crop overview” and “Grain stock”.

The portal creates a personalized overview, so the farmers automatically get information that concerns their specific farm only.

Over time, the farms in Denmark have become fewer, but bigger, and that has also created a reason for change in the customer portal, why Alpha Solutions and DLG since has been developing the solution further. There has been added an integrated role managing service with the possibility for several logins to the same farm. Every login can each have a role, so an employer, a salesman or an accountant all are presented to different types of selected information that is relevant for their exact work routines.

B2C retail

E-commerce for Land & Fritid

In addition to the large focus on the cutting-edge customer portal, Alpha Solutions has also created an e-commerce solution for DLG’s own chain of shops, Land & Fritid. The brand, who functions as B2C, have 39 stores spread around the country and offer products for homes, gardens and pets. With a changed shopping behavior from the Danes, who increasingly shop online, Land & Fritid needed a webshop that could accommodate an omnichannel approach. With higher expectations from customers to have the same buying experience across channels, it was important for Alpha Solutions to merge the different sales channels into one united store. That’s why there has been integrated a Click & Collect solution that makes it possible for customers to order products online, which can be sent directly to the customer or be collected in-store.

See the webshop

THE RIGHT TECHNOLOGY FOR THE RIGHT PURPOSE

Taming product data with Struct PIM

Alpha Solutions’ ability to recommend DLG the right solutions and build bridge between business demands and IT solutions has led to a long and valuable partnership. It is not always about being able to integrate and develop complex technical solutions. The successful partnership is also about having a consistent roadmap and choose the right technology for the right purpose. Therefore, it has been a priority to structure and connect that data which stems from the ERP and PIM systems, so it makes best sense in regard to the final goal. This technical back-and-forth feedback has secured a thorough and solid implementation of technologies, created on the foundation of business understanding and an advanced, but well-functioning architecture landscape. With the migration to Struct PIM in the fall of 2024, DLG has improved the handling of complex product data so it has become a natural part of the daily routine across the organization and different markets, leading to better data quality with 250+ product updates on a daily basis. It's the result of a successful on-boarding of 30+ employees in the PIM-system itself.

DLG has rolled out PIM across markets and onboarded more than 30 employees in Struct PIM, making the system an integral part of daily operations.
DLG uses PIM every day to optimize product data and updates products 250 times daily.
The PIM project is not a one-time exercise. The data model is continuously improved and cleaned up.

Harvesting Great Success

With multiple unique solutions within the farming industry, DLG can now offer its members modern and time-saving solutions, which makes the organization more attractive for its members.

DLG’s digital solutions has since the start of the partnership with Alpha Solutions been among the best. DLG has been nominated to e-commerce awards several times, where it has won bronze and silver medals in 2017 and 2018, respectively. In 2019 it finally achieved gold, by winning the e-commerce award for best B2B solution.

Moreover, DLG’s app has won gold at the Danish Digital Awards. The application has received a lot of praise, in part because of our shared work with data management and the integrations between Sitecore and SAP that provides the Danish farmers with another innovative and digital tool.

The success can also be measured financially. The group’s digital revenue went from zero to 1.2 billion DKK in 2018.

image of https://a.storyblok.com/f/286550723629127/900x600/f7043380fd/dlg-app.jpg

Corporate website for a united group

As part of a larger digital transformation, and new visual identity for DLG, we have developed a corporate website for the entire DLG Group.

A milestone for the group, which is on a journey transitioning and modernizing the international organization.

This also applies to the digital platforms, where legacy platforms gradually are replaced by composable technologies.

Therefore, the new corporate website is built on Storyblok CMS, combining headless architecture with supreme editorial options.

About DLG

The DLG Group is one of Europe’s biggest agricultural organizations and is owned by 25.000 Danish farmers. DLG has roughly 6,700 employees and a 61.8 billion DKK in revenue in 2024. In addition to the supplies of forage and heavy goods, the organization offers removal of crops, insurances and energy supplies.

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Thomas Halling

Thomas Halling

Solution Architect

Mobile: 26 22 21 14

Email: tha@alpha-solutions.dk