How Conrad Electronic Uses Celonis to Double Order Automation and Realize €10M in Value

Conrad Electronic is one of Europe's largest electronics retailers, managing complex order-to-cash and purchase-to-pay workflows at scale across its multi-channel business. Like many established retailers, Conrad had early success with isolated process mining initiatives but struggled to scale those improvements enterprise-wide — turning point-in-time wins into systematic, organisation-wide value.

The company partnered with Celonis in 2021 to implement the Celonis Process Intelligence Platform across Order Management, Customer Service, and Warehouse Management. The focus was not just on identifying inefficiencies, but on building the organisational structures and process documentation baseline needed for AI-driven automation to take hold at scale. Celonis Process Management (CPM) was used to document and standardise processes across departments, providing the foundation for sustained optimisation.

In Order Management specifically, Celonis surfaced nearly 100 distinct reasons behind order cancellations — each representing a specific intervention opportunity. The Open Order Processing App automated the resolution of blocked orders, pushing automation rates from 40% to 90% for order-block processing. This reduced manual intervention, accelerated fulfilment, and lowered product return rates by catching and resolving issues earlier in the order lifecycle.

Over three years, the programme generated over €10M in realised value. Overall Order Management automation doubled. Service ticket backlogs were reduced through AI automation applied to customer service workflows. Conrad continues to invest in Celonis as the intelligence layer underpinning its AI strategy, with a process documentation goal set for end of 2026.