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For nearly a century, Shure has been synonymous with sound innovation. From the world’s biggest stages to corporate boardrooms, classrooms, and homes, Shure’s microphones and audio solutions have defined excellence in listening, collaboration, and performance. But when it came to meeting the fast-evolving expectations of B2B customers, Shure recognized the need to modernize its digital commerce foundation.
The Challenge: Scaling B2B with Customer Expectations
B2B buyers today expect the same seamless experiences they enjoy as consumers. For Shure, this meant their aging commerce platform and fragmented regional processes were no longer sustainable. Key challenges included:
- Outdated commerce systems at risk of revenue disruption
- Limited self-service capabilities creating strain on customer service teams
- Fragmented product information management and complex pricing structures
- Inconsistent regional experiences requiring consolidation into a global model
The Solution: A Global Digital Commerce Transformation
Together with VASS, Shure designed and executed a comprehensive modernization journey:
- Commerce Modernization – Transitioned from legacy SAP WCEM to SAP Commerce Cloud, powered by SAP Integration Suite to unify replication and integration.
- ERP Transformation – Designed a migration path from ECC to SAP S/4HANA, ensuring scalability and future-readiness.
- Phased Rollout – Adopted a pilot-first approach, testing with initial regions before expanding globally to reduce risk.
- Change Management – Prioritized training, stakeholder alignment, and communications to drive adoption.
- Complexity Overcome – Built a flexible global template capable of meeting diverse local needs across markets worldwide
The Results: A Clear Win
The impact of Shure’s transformation has been immediate and measurable:
- Empowered Customers – Buyers now enjoy modern self-service, with visibility into order history, stock, and tracking without heavy reliance on support teams.
- Positive Customer Feedback – Business users and customers alike highlight the ease and reliability of the new platform.
- Scalable Global Template – Localized storefronts now provide global reach with local relevance.
- Platform for Growth – The foundation is set for continuous innovation, including SAP Joule pilots and AI-driven shopping assistants
The Value of Partnership
Shure’s success was fueled by the close collaboration with VASS, an SAP Gold Partner. From demo to deployment, VASS delivered boutique global professional services with expertise spanning SAP Commerce Cloud, SAP Sales & Service Cloud, SAP S/4HANA, and SAP BTP.
What’s Next
Shure’s digital transformation continues. The team is embracing composable storefronts, AI pilots, and SAP Joule to create even more personalized, intelligent commerce experiences.
Join Us in Toronto
Hear Shure’s full story live at the SAP Platform & Data Summit Toronto. Discover how leading organizations are driving transformation with SAP, and connect with VASS to explore how we can help accelerate your journey.