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DFB2B 2016 - Van offline naar online zo speel je in e succesvol in op een digitale toekomst.

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Allard van Veelen - van offline naar online zo speel je in e succesvol in op een digitale toekomst.
Digital Future of B2B 2016 - High Tech Campus Eindhoven

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DFB2B 2016 - Van offline naar online zo speel je in e succesvol in op een digitale toekomst.

  1. 1. Van offline naar online in B2B
 Zo speel je succesvol in op een digitale toekomst. Allard van Veelen| High Tech Campus Eindhoven 28 Juni 2016
  2. 2. Van offline naar online in B2B28 June 20162
  3. 3. Van offline naar online in B2B3 Life-cycle services (over 100 site-based teams) Europe ˃ 32 site locations ˃ Around 470 FTEs Africa ˃ 3 site locations ˃ Around 60 FTEs North America ˃ 39 site locations ˃ Around 450 FTEs South America ˃ 5 site locations ˃ Around 80 FTEs Eastern Europe ˃ 6 site locations ˃ Around 90 FTEs Middle East ˃ 3 site locations ˃ Around 60 FTEs Asia Pacific ˃ 15 site locations ˃ Around 170 FTEs 28 June 2016
  4. 4. Van offline naar online in B2B High impact on Customer experience 28 June 20164
  5. 5. Van offline naar online in B2B Customer value’s 28 June 20165 “Support our customers in continuously improving their competitiveness by providing best-in-class automated material handling solutions.”
  6. 6. Van offline naar online in B2B28 June 20166
  7. 7. Van offline naar online in B2B Customer benefits Webshop One stop Shop • Best of breed offering, 100 A-class brands • 220.000 products Increase efficiency • Reduces time to identify spares • Images, text, specs Transparency • Customer specific pricing & actual lead time World wide logistical network Customer is in control 28 June 20167
  8. 8. Van offline naar online in B2B Results, 16 months after launch. On-line in 54 countries 380 Customers • 145 ordering on-line 820 Contact persons • 412 actively using web shop • 214 ordering on-line 41% of revenue via web shop • +/- 3.200 orders, saving 2.400 hours Customer satisfaction • NPS score = 8,2 28 June 20168 10 out of 16 Sales offices on-board 240 Vanderlande employees • 45 Vanderlande Service engineers • 24 Customer sites From reactive to pro-active • Focus from board level Future platform for equipment sales
  9. 9. Van offline naar online in B2B How did we do that? Webshop development Pilot Launch EU Launch USA Launch China Aug 2013 June 2014 Jan 2015 Aug 2015 May 2016 Pilot 28 June 20169
  10. 10. Van offline naar online in B2B Pilot webshop Objectives: - Test & Expand functionalities - Increase customer satisfaction - Increase Vanderlande efficiency - Test the ‘Talk’ 28 June 201610
  11. 11. Van offline naar online in B2B Findings: Differences between B2C and B2B! 28 June 201611 - Organizational structure - Approval workflow - Legal - Quotation button - 8 Languages - EN/ GE/ NL/ FR/ PO/ RU/ ES/ CN - Demonstrational site for Sales - Impersonate tool
  12. 12. Van offline naar online in B2B Go live - Launch Webshop development Pilot Launch USA Launch China Launch EU Launch EU 28 June 201612 Aug 2013 June 2014 Jan 2015 Aug 2015 May 2016 Launch USA Launch China
  13. 13. Van offline naar online in B2B Below the Line Through the Line Above the Line Launch approach Awareness Leads Press release (e) News Magazines Social Media Banners Events Direct (e)mail Direct Personal approach (By Sales) Start 20 januari 2015 In several batches - 20 Januari 2015 - 10 Februari 2015 - 10 March 2015 - … 28 June 201613
  14. 14. Van offline naar online in B2B Campaign Off-line to On-line 1) Paper Direct Mail in batches - 600 Customers - 2000+ Contact persons 2) E-mailing as a kind reminder 3) Call (by sales) Communication • Survey, webshop development • Share results • 1 Year celebration 28 June 201614
  15. 15. Van offline naar online in B2B Lessons learned Pilot is a must! Take time for internal launch • More ambassadors than you expect! Increase success with telemarketing & after sales • Work closely with sales and other ambassadors! Work out the legal stuff as well, it can help you Talk to your customers and understand their needs & objectives Focus, focus, focus 28 June 201615
  16. 16. Van offline naar online in B2B Questions? 28 June 201616

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