SWAROVSKI OPTIK

From Spare Parts Catalog to Digital Service Process

At SWAROVSKI OPTIK, several interconnecting systems are used to help outdoor enthusiasts find the right spare part for their binoculars. A digital spare parts catalog based on Quanos InfoTwin is connected to a B2B shop in Salesforce, so the customer service team has a clear overview of all the information it needs. This has allowed the long-range optics manufacturer to significantly speed up parts identification, e-commerce, and spare parts service.

SWAROVSKI OPTIK specializes in developing and manufacturing high-precision long-range optical instruments for hunters, birdwatchers, and outdoor enthusiasts. The company’s binoculars, telescopes, rifle scopes, and optronic devices are the preferred choice of discerning users worldwide. Employing over 1,000 people worldwide, this Austrian family-run business aspires to develop reliable products that work with precision throughout their service life. Should a service or repair ever be required, the company supplies spare parts – not just parts like screws, but also components that customers can replace on their own.

A seamless aftersales process is key when it comes to customer satisfaction. That’s why SWAROVSKI OPTIK has moved away from printed spare parts catalogs and replaced its analog processes with a digital, role-based solution that is seamlessly linked to the B2B ordering process via Salesforce. Quanos InfoTwin forms the basis for this.

Initial situation: Printed catalogs

“Information about spare parts was held in various printed catalogs. Employees would have to use several editions at the same time for different product generations. Not only was this very time-consuming, there was also the risk of error when identifying spare parts,” explains Lorena Laule, Customer Service Agent at SWAROVSKI OPTIK, describing the old situation.

The solution: Quanos InfoTwin – a spare parts twin with seamless Salesforce integration

The solution was a digital system in the form of the Quanos InfoTwin platform. All relevant spare parts information is now collated in a central location and made accessible both for the teams at SWAROVSKI OPTIK and B2B customers. At the same time, the existing B2B shop, built on Salesforce, was kept in place as the commerce hub.

On the Quanos InfoTwin platform, Customer Service provides structured spare parts and product information and makes them visually accessible via 2D visualizations with hotspots. In the dealer portal, Salesforce serves as the shop system for the shopping cart and checkout, while InfoTwin handles parts identification, navigation, and role-based content visibility.

Role-based user experience: Two paths, one seamless experience

To ensure the internal teams and B2B customers get the information and functions they need, SWAROVSKI OPTIK offers role-based navigation.

SWAROVSKI OPTIK employees log directly into the system and are given access to the full spare parts catalog. This allows them to quickly identify spare parts and support customers appropriately.

Dealers start in the Salesforce B2B shop and select the relevant product from there. A deep link takes them directly to the associated exploded drawing in Quanos InfoTwin. They then highlight the spare parts they need before returning to the Salesforce shop for the shopping cart and ordering functions.

Article numbers, permissions, plus price and availability information integrate seamlessly in the background. The result is a seamless process – from searching for spare parts through to ordering – without the need to switch between systems or re-enter information.

Data preparation as a basis for digitalization

One of the key challenges that needed to be tackled before digital service processes were rolled out was data quality.

To address this problem, the team structured all information in a central database with clear structures for products, parts lists, and articles. This laid a reliable foundation for digitalization.

Based on this data, exploded drawings were created with interactive hotspots directly linking spare parts to the relevant article numbers. This has simplified spare parts identification, cut down on service inquiries, and reduced ordering errors to a minimum.

Result: More efficient and transparent

Searching for spare parts is much simpler thanks to Quanos InfoTwin. Since February 2026, dealers can also directly order spare parts via the digital catalog. “This gives us much greater transparency into which spare parts are actually in demand,” explains Laule. “We can allow for this in our systems so that we avoid overproduction and can manage post-production and inventory planning with greater precision.”

Conclusion: A spare parts process that looks to the long view

Laule and her colleagues have achieved exactly what they had hoped for with the digital spare parts catalog: a clearer overview and more control. “We now have a spare parts process that fits our products: precise, transparent, and much more efficient than before,” continues the service expert, summing up the result.

Her advice for anyone who has yet to take the step of digitizing their spare parts catalog is to be patient: “There are no instant solutions, particularly in the case of parallel system migrations.” And she also advises taking a long-term approach: “Checklists help to safeguard knowledge and make it easier for new employees to get to grips with the process.”