CPQ examples: How manufacturers simplify complex sales with visual configuration

Configure, Price, Quote (CPQ) software has become essential for modern B2B sales. Yet most legacy systems were built for internal users, not buyers. In industries like manufacturing, healthcare, and industrial equipment, sales cycles stall when buyers face dense catalogs, long quoting processes, and unclear pricing.

Today’s best-in-class CPQ examples show what’s possible when configuration and quoting are transformed into buyer-friendly, interactive experiences. Zoovu’s combination of AI, 3D visualization, and real-time pricing turn manual workflows into simplified buying journeys that shorten lead times, and boost self-service sales.

Real-world CPQ examples by industry

Below are leading examples of companies using Visual CPQs and AI-driven product configuration tools to modernize their sales process.

1. Dräger – Visual CPQ for configurable safety equipment

Before Zoovu’s CPQ implementation, Dräger’s complex product catalog—spanning over 140 gas detection models and 40,000 possible configurations—created major barriers to digital growth. Feasibility checks and manual quote creation were slow and error-prone, forcing teams to handle orders through calls and emails. The process led to costly delays, rework, and lost opportunities for online sales.

After adopting Zoovu’s AI-powered Visual CPQ, Dräger now sells its complex, configurable safety products online for the first time. Within weeks, the company launched and scaled four advisors, five set builders, and ten configurators across product lines. Buyers can now self-serve, explore valid configurations, and generate quotes instantly. With automated order processing and SAP integration, Dräger accelerated configuration speed, improved accuracy, and unlocked a new digital revenue channel.

Impact:

• Automated quote generation
• Reduced manual data entry and approval cycles
• Real-time pricing and product visualization
• Compliance assurance across markets

The company’s mandate was clear:

2. GE HealthCare – Self-service quoting for medical devices

Before implementing Zoovu, GE HealthCare’s quoting and product discovery process relied heavily on manual intervention from sales and support teams. Buyers frequently contacted representatives to request information, validate configurations, and obtain pricing, which slowed order processing and inflated operational costs. Quote accuracy and data consistency were dependent on fragmented systems, making it difficult to scale digital selling across product lines.

After adopting Zoovu’s AI-powered CPQ platform, GE HealthCare gained a unified, enterprise-grade solution for digital product discovery, configuration, and self-service quoting. Automated data enrichment and product logic reduced maintenance overhead while enabling faster, error-free order processing. Within months, GE deferred 20% of inquiries away from sales teams, achieved a 167% increase in pre-qualified leads, and significantly cut quoting time. The result is a future-proof digital commerce experience—delivering precision, speed, and scalability across GE’s global product portfolio.

Impact:

• 80% reduction in time spent searching and configuring
• Improved quote accuracy and deal closure speed
• Enhanced collaboration between sales and engineering teams

3. Bosch Professional – Guided product configuration across markets

Before implementing Zoovu, Bosch Professional’s large and technically complex product catalog made it difficult for buyers—even experienced ones—to find the right accessories online. Product content across digital channels wasn’t sufficient to support decision-making, and sales teams spent significant time answering repetitive product questions. New product launches struggled to gain visibility, slowing traction and limiting discoverability. As a result, sales opportunities were missed, and the brand faced challenges attracting new buyers across its growing ecommerce channels.

After adopting Zoovu’s AI-powered CPQ and accessory advisor, Bosch replicated the expertise of in-store staff through a digital assistant that recommends the best-fit accessories based on each buyer’s use case. Zoovu’s platform translates technical specifications into benefit-led, buyer-friendly language, powering consistent, needs-based guidance. The solution now operates across more than 30 retail partners, helping buyers make confident decisions and driving measurable sales growth through scalable, omnichannel discovery experiences.

Impact:

• +58% completion rate on guided experiences
• +29% YoY referred revenue growth
• 3D configuration and compatibility validation

Bosch’s scalable model proves that Visual CPQ can replicate in-store expertise online while ensuring error-free quotes and consistent buyer confidence.

4. Eppendorf – Guided CPQ for laboratory equipment

Before using Zoovu, Eppendorf’s online lab equipment selection process depended heavily on support from its scientific team. Buyers required manual guidance to navigate complex compatibility and bundling requirements, blocking internal resources and slowing digital adoption. Digital-first customers lacked confidence when purchasing online, resulting in low conversion rates and missed opportunities for self-service sales. Prior attempts to digitize expert guidance failed to capture the intricate product relationships needed for accurate recommendations, leading to lost revenue potential.

After implementing Zoovu’s AI-powered product advisor, Eppendorf now enables lab professionals to quickly find the right equipment for their specific applications. The platform maps compatibility rules and product relationships to deliver precise, needs-based recommendations—reducing research time and improving purchasing confidence. With centralized control, automated translation, and compatibility logic built in, Eppendorf successfully accelerated global rollout while empowering buyers to self-serve with accuracy and ease.

Impact:

• Configurable product options with embedded configuration rules
• AI-powered recommendations based on lab application
• Integration with existing ERP systems for real-time inventory management

5. Grohe – Modular configuration across the buyer lifecycle

Before partnering with Zoovu, Grohe’s growing B2B product catalog and regional complexity made it difficult to deliver consistent digital buying experiences across markets. Buyers often relied on offline channels or direct sales interactions, leading to long quote cycles and limited visibility into buyer behavior. The absence of scalable digital tools slowed adoption and made it challenging to replicate expert guidance online, restricting progress toward a unified B2B commerce strategy.

After implementing Zoovu’s AI-powered platform, Grohe successfully shifted a growing share of transactions from offline to digital channels. Multiple solutions were rolled out across EMENA, driving consistent month-over-month growth in B2B buyer adoption. With Zoovu’s headless, future-ready architecture and built-in data enrichment, Grohe reduced service calls, shortened sales cycles, and gained direct buyer insights to shape product strategy. The result is a secure, enterprise-grade foundation for continuous digital transformation—delivering scalability, control, and measurable ROI.

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Impact:

• 84% engagement rate
• Over 1M guided consultations since launch

What these CPQ examples have in common

Across all industries, the most successful implementations share four key traits:

1. Visual configuration

Interactive 3D configurators help buyers see before they quote. Whether it’s a compressor, workstation, or helmet, real-time rendering and digital twin previews confirm fit and compatibility.

2. Dynamic, automated pricing

AI-based pricing engines connect directly to ERP data to maintain instant pricing accuracy, apply discounts, and ensuring consistent margin control.

3. Integrated systems and data

CPQ success depends on seamless integration with CRM, ERP, and eCommerce platforms. Companies like Dräger and Bosch sync configurations directly to SAP S/4HANA and Salesforce, eliminating manual re-entry and delays.

4. Guided selling and personalization

Instead of static filters, buyers receive guided pathways that adjust dynamically based on their inputs. AI interprets intent, narrows product options, and displays up-sell and cross-sell opportunities in real time.

CPQ as a buyer-first sales engine

The Industrial Ecommerce Benchmark found that when configuration tools were buyer-facing, engagement increased by over 40%. When buyers can configure products independently, sales representatives spend less time on manual quoting and more on high-value interactions.

This approach transforms CPQ from a back-office system into a digital revenue engine that powers both self-service buying and collaborative sales processes.

The next phase of CPQ: Visual, conversational, and connected

Modern CPQ isn’t just about automation—it’s about interaction. As AI matures, the next evolution of Configure, Price, Quote will blend visual configuration, guided selling, and conversational product discovery into one connected experience.

Zoovu is already delivering this shift today. Its platform unites 3D product configurators, AI-powered search, and self-service quoting within a single environment—so buyers can explore, configure, and validate purchases in real time. By connecting configuration logic, pricing data, and conversational guidance, Zoovu turns complex B2B catalogs into simple, confident buying journeys.

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