3 Examples of Successful Digital Transformation in Manufacturing

Note: This article was last updated September 2025. 

Key Takeaways

• Digital transformation, through the adoption of advanced technologies, will change the way the manufacturing industry operates. From capturing data to preventing downtime, these innovations help streamline operations and will be extremely critical in improving the day-to-day operations for manufacturers.

• Digital transformation empowers manufacturers to achieve competitive advantage and operational excellence by leveraging advanced technologies to drive efficiency, cost reduction, and sustainable growth.

• Manufacturers like MacDon, Mueller, and Airbus have implemented digital transformation to improve their internal operations, streamline operations, reduce production costs, enhance customer experience, and increase sales.

What is Digital Transformation in the Manufacturing Industry?

Digital transformation is the process of rethinking one’s business model or manufacturing processes in light of digital tools and strategies, often by leveraging advanced technologies such as automation technologies, AI technology, virtual reality, augmented reality, and 3D printing.

Transforming the manufacturing industry isn’t just a best practice — it’s a necessity.

That’s because manufacturers, in many ways, play a vital role in shaping the future — not just via the supply chain, but also through:

• Meeting consumer expectations concerning industrial products.

• Using new technology or pioneering novel applications of smart technology, including advanced technologies such as artificial intelligence, AI technology, automation technologies, virtual reality, augmented reality, and 3D printing.

• Finding better ways to use big data.

• Spearheading evolutions in the customer experience space through self-service and more.

Simply put, manufacturing and production are the framework for much of what happens in our world; it makes sense that digitization is especially important in this sector.

While manufacturing companies no doubt appreciate the significance of their role in global commerce, helping shape the future is often incidental. Far more important is any digital transformation initiative impacting day-to-day production and factory floor operations, which include:

In short, manufacturers have needs that are uniquely addressed by digital transformation — and that’s why digital experiences are the future of manufacturing. It’s the next industrial revolution, and it’s all about digitized manufacturing operations.

Challenges of Implementing Digital Transformation for the Manufacturing Sector

Digital transformation and the manufacturing industry are well-suited for one another. Because so much of their work relies on big data, analytics, artificial intelligence (AI), machine learning (ML), and digital technology, but this means that manufacturers need a way to bring all these tools together.

Implementing digital transformation often requires upgrading or replacing outdated processes and integrating new systems with existing systems. This becomes especially difficult for manufacturers who have existing tech stacks with legacy systems and shop floor data, production data, and big data that may need to be transferred.

But digital transformation is worth the investment. The digital transformation process is critical for manufacturers, as it provides a structured approach to implement digital transformation by integrating new systems with existing systems, ensuring a smooth transition and maximizing operational benefits.

Here are a few real-world examples of how manufacturers have successfully implemented digital transformation strategies for their business.

Digital Transformation in Manufacturing Case Study

MacDon: A Digital Transformation with Legacy Solutions

To fully understand the value of digital transformation in manufacturing, it's often necessary to see these changes in real-world scenarios. One such example comes from MacDon.

The company 

To see a manufacturing company shaping the future of our world, look no further than MacDon, a world leader in the production of agricultural and harvesting equipment. For over 70 years, MacDon has supported farmers in the cultivation of crops necessary to feed, clothe, and support the global community. As consumer needs grow, MacDon has adapted with impressive flexibility — but they eventually hit a wall with their legacy technology and outdated processes.

The struggle 

MacDon offered a self-service dealer portal utilizing legacy Liferay software. While the platform was once robust enough to address the manufacturing company’s needs, limitations of existing systems became apparent as new supply chain challenges and mounting customer expectations emerged, leading MacDon to recognize significant pain points.

For example, MacDon’s high standards for user experience weren’t being met with their existing technology. The look and feel of the site were noticeably outdated, while mobile users routinely encountered issues when accessing the platform. In addition to these pain points, the outdated platform contributed to operational challenges and production issues, such as difficulties adapting to technological changes and inefficiencies in managing manufacturing processes. Further, the impressive amount of data created by the company wasn’t being managed in an efficient manner, leaving platform users to waste time and effort on document management tasks.

The solution 

MacDon knew it was time to update their digital strategy. However, their legacy system required careful navigation and adaptation — a frequent need in the manufacturing space. As part of this transformation, MacDon implemented new systems and made significant technology investments to support their evolving business needs.

With their new digital solutions, MacDon has been able to migrate data from their legacy systems into their new dealer portal.

On the upgraded MacDon dealer portal, users can retrieve invoice information, check production inventory, create shopping lists, submit warranty claims, and perform key self-service tasks. The portal now integrates automation technologies and enterprise resource planning, streamlining operations and enhancing data accuracy. Equally as important, the manufacturer’s big data is now much easier to navigate and control, enabling the efficient completion of document management operations.

The results

The new MacDon portal is a true testament to the power of digital transformation, achieving operational excellence and providing a competitive advantage. It’s not just sleek, modern, and easy to use; it also delivers significant results:

• Overall sales increased by 20%, contributing to increasing customer satisfaction through improved service.

• eCommerce transactions have increased by 50%, leading to increasing customer satisfaction with faster and more convenient purchasing.

• Site visitor numbers have doubled, reflecting increasing customer satisfaction with the enhanced user experience.

• Call, fax, and in-person orders have decreased thanks to easier self-service and online options, further increasing customer satisfaction.

Mueller, Inc.: A Digital Transformation to Empower Customers with Self-Service

Another example of digital transformation in the manufacturing industry comes from Mueller, Inc.

The company 

Mueller, Inc. has an impressive reputation as a producer and supplier of steel buildings, metal roofing, and other construction components. For more than 85 years, the company has provided the products, services, and materials necessary to work and live in the American Southwest. 

As they navigated changing needs right alongside their customers, Mueller quickly came to realize their existing digital approach was no longer viable. They knew their users deserved better — and so did their internal stakeholders.

The struggle 

Before their digital transformation, Mueller relied on an open-source content management system, which depended heavily on outdated processes and existing systems. Unfortunately, this system didn’t support their custom-developed web applications, offered very little in the way of self-service options, and severely limited the purchase experience.

For example, the outdated platform offered what was essentially a static digital clone of their print product catalog, providing no personalization to attract customers with specific needs. The system also failed to provide clarity into a user’s position in the buyer journey, limiting Mueller’s options for supporting and structuring the buying process. In addition, the old platform led to operational challenges and production issues, such as difficulties adapting to new technologies and inefficiencies in managing internal processes. Perhaps most importantly, the platform didn’t have full capabilities, forcing customers to purchase through manual processes, by visiting a local sales branch to complete their transactions.

The solution 

Mueller knew there had to be a better way to do things — and embracing digital transformation was the key. This included the implementation of new systems and automation technologies to replace manual processes, streamline operations, and improve efficiency.

Today, customers can complete every step of the purchase process from inside the portal. By leveraging digital platforms, Mueller enhances the customer experience, enabling real-time communication and customized services. To help focus and visualize their ideas, users can bring visions to life with Mueller’s 3D model builder — which also creates an automatic quote. Specific requests can be routed directly to the relevant Mueller team while other steps can be completed with self-service solutions, vastly improving the digital buying experience for customers.

The results

Thanks to their new portal, Mueller now has the technology necessary to continue shaping the future of builders, workers, and companies in the American Southwest, while increasing customer satisfaction and achieving operational excellence. They’ve seen measurable changes through these digital processes, including:

• Quotes increased 73% per month, with some months as high as 163%, contributing to a stronger competitive advantage.

• Website traffic increased 250%, further supporting their competitive advantage.

• The sales process is shorter and simpler thanks to self-service tools, which enhances operational excellence and increases customer satisfaction, giving Mueller a competitive advantage.

• User engagement is easily tracked via shopping lists, digital catalog requests, and more, helping to drive operational excellence and improve competitive advantage.

Airbus: A Digital Transformation Strategy with Customer Experience at the Heart

One final example of digital transformation in manufacturing can be found in Airbus.

The company 

Airbus is exactly what the name suggests: the world leader in aeronautics and aerospace products and services. Like agriculture and construction, this industry represents a significant opportunity for manufacturers like Airbus to shape the future, creating a perfect position to support the vast possibilities associated with aerospace travel. 

However, the industry also moves especially quickly and has demands, challenges, and expectations unrivaled by other business types. That means Airbus must consistently improve their offerings to stay competitive. To navigate all the digital technology, data analytics, and machine learning tools involved in their work, Airbus needed a digital transformation solution that could keep up with them.

The struggle 

While Airbus knew what it needed, finding a solution that fit their unique manufacturing needs was more of a challenge.

They felt their current approach wasn’t user-centric, sacrificing the digital experience in ways that simply didn’t provide return on investment (ROI). They also had approximately 15 IT Service Management (ITSM) tools spread across various systems, adding to the complexity of existing systems and limiting their ability to manage big data, perform data analytics, and confidently address their IT needs. One of the biggest pain points, however, was the fact that the Service Desk had to be constantly available for troubleshooting and incident management because the system wasn’t easy to navigate, creating frustration for users and wasting time for IT experts. In addition to these issues, Airbus faced operational challenges and significant challenges in adapting to technological changes, meeting demands for personalization, and managing complex supply chain logistics. Production issues during manufacturing processes further highlighted the need for a more integrated and efficient digital solution.

The solution 

Because Airbus had decided to put users at the heart of their digital transformation, the natural next step was to leverage Open Source technology. This allowed the manufacturing company to consolidate its 15 ITSM tools into a single, user-friendly platform, allowing inspiration and innovation to happen at every level. In addition to consolidating tools, Airbus implemented new systems and digital platforms to further enhance operational efficiency and user engagement. Although one priority was to make users less dependent on the Service Desk, Airbus was most interested in creating a shared digital experience where self-service options simplified every step.

This vision was brought to life in the form of multiple new features, all custom-built to leverage Airbus’ unique position in the manufacturing industry. One such feature is the robust knowledge base, which allows users to perform keyword searches across a vast library of Airbus content; thanks to this knowledge base, users can often find answers to their own questions, thereby streamlining their digital experience. The platform also integrates automation technologies and enterprise resource planning, supporting efficient workflows and real-time access to critical business data.

The results

The new Airbus platform boasts plenty of results, demonstrating operational excellence and providing a competitive advantage. Here are just a few:

• 10 months saw 290,000 visits and 2,200,000 page views, contributing to increasing customer satisfaction.

• Results peaked at 18,000 page views per day, reflecting improved engagement and increasing customer satisfaction.

• The Service Desk now manages 30% fewer incidents because the portal helps mitigate and manage issues, leading to increasing customer satisfaction.

• Incidents are resolved more quickly, further increasing customer satisfaction.

• Costs are easier to control, supporting operational excellence and competitive advantage.

• The portal inspired the development of a mobile app, which offers the same features and personalized services, enhancing customer experience and increasing customer satisfaction.

Embracing Digital Transformation with Liferay

Digital transformation may be an important topic in organizations of all kinds, but it's especially important — and particularly well-utilized — in the manufacturing industry. Manufacturing companies like MacDon, Mueller, and Airbus prove that a huge variety of pain points and challenges can be overcome with the right digital strategy.

Perhaps more importantly, these manufacturers act as a shining example of how digital transformation can be adapted to fit any company's needs, goals, and unique priorities. As leaders in production and important actors in shaping the future of the world, these organizations prove that, while there's no “right way” to begin your digital transformation journey, you'll only see results and continuous improvement if you take the first step.

At Liferay, we know that first step can be intimidating. We also know manufacturers have especially complicated requirements, from predictive maintenance and data analytics to preventing machine downtime and navigating the supply chain. Increasingly, challenges like automating complex business processes and personalizing the customer experience are becoming important factors of success.

But with Liferay Digital Experience Platform (DXP), you have the flexibility and the capabilities in a single platform to build the digital solutions you're looking for. Our platform is highly customizable, allowing manufacturing companies to build their digital transformation around concrete goals and accessible metrics.

Are you ready to begin your digital transformation journey? Explore our Digital Experience Platform to see what's in store for manufacturers (and all other movers, innovators, and creators of the future).