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Lecot: Raf Maesen
Lecot, a Belgian wholesaler in the building industry, transformed its B2B sales experience by enhancing data quality and digital integration, resulting in significant increases in online sales and customer engagement. The company utilized a partnership with Vaimo to implement a comprehensive digital strategy, which included the adoption of advanced marketing tools and product information management (PIM) systems. Key outcomes included a 75% rise in online sales and an 11% increase in average order value, underlining the importance of digital adaptation in a rapidly evolving market.
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Lecot: Raf Maesen
- 1. TRANSFORMATIE VAN DE B2BSALES EXPERIENCE How Lecot built a powerful B2B experience
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- 3. • Founded 1895Belgium • Wholesaler in the building industry • Turnover €180.000.000 • FTE 560 • 60 stores – 2 warehouses • 60.000 products on stock • 2.000.000 million ready to order
- 4. "The world istoo big for us. Too much is going on. Too many crimes. Too much violence and excitement. Try as you will, you get behind in the race in spite of yourself. It's a constant strain to keep pace --- and still, you lose ground. Science empties its discoveries on you so fast that you stagger beneath them in hopeless bewilderment. The political world now changes so rapidly you’re out of breath trying to keep pace with who’s in and who’s out. Everything is high pressure. Human nature can’t endure much more!” (June 16, 1833)
- 5. 1995+ Music Photography Video Rental … Print Media TV Travel HR … Banking Healthcare Automotive Retail Education Telco … Allsafe havens will be subject to DIGITAL DISRUPTION 2010+ TODAY+ 2020+ WAVES OF DIGITAL DISRUPTION
- 6. WHAT IS CHANGING? FromDIGITAL at the SIDELINE To DIGITAL at the CORE
- 7. THIS IS HOWWE EXPERIENCE THE EVOLUTION DIGITAL JOURNEY
- 8. THIS IS WHATWILL HAPPEN THE REAL TRANSFORMATIONDIGITAL JOURNEY
- 9. DIGITAL USER GAP TECHNOLOGY USER DIGITALUSER GAP MIGRATION
- 10. SMART DIGITALS Smart digitalsare productive employees and engaged customers that use technology in a smart way. In doing so, they contribute to the success of our B2B company. This challenge has been guided by our partner VAIMO.
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- 12. REQUIREMENTS • Increase dataquality • Increase functionality • Create product overview (filters, dropdowns group products) • Show what we are selling • Easy overview • Easy check-out • Incorporate price structure • Increase turnover
- 13. APPROACH PHASE 2 PHASE3 PHASE 4 PHASE 5 LINK&AUTOMATION OPTIMIZEPLATFORMS SOCIALCOMMERCE BI PHASE 1 DATAQUALITY Start • Enrich data • Structure categories (help from catalog or program) • Map missing links (information) • Find solution for Large files • Install PIM solution Effects on current system • Choose software to built B2B and B2C platform • Choose software to built mobile platform Built benefits • Implementing marketing tools/ agency to maximize result in B2B and B2C market • Create links • Scanning • Store Interact with customers Business intelligence
- 14. DATA QUALITY MANUALLYAND AI Article number Description Group Voltage Battery Weight Speed 451054281 ACCU SCHROEF - EN BOORMACHINE SPIT SDI115 ACCU SCHROEF - EN BOORMACHINE 10,8V 1,3AH Li-on 0,95kg 0-1300 TPM Article number Description 451054281 ACCU SCHROEF - EN BOORMACHINE SPIT SDI115 (10.8V - 2 X 1.3 AH LI-ION) ERP PLM EXT. DATA CATEGORY MANAGEMENT PRODUCT MARKETING MEDIA MANAGEMENT
- 15. PLATFORM AND INTEGRATOR • Handlethe project • International partner • Experience in B2C and B2B • Deep understanding of technology • Platform easiness of connectivity • Total cost of ownership • Large eco-system • Compatible for future
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- 17. LINK SYSTEM • Fast/ reliable / flexible order entry • Superior site search • Connected scanning solutions • Customer OCI connectivity (SAP…) • Quick order lists – file uploads • Role based ordering – User level capabilities • Self service commercial documents • E-kiosk – sales rep customer dashboard
- 18. ACCURATE DATA FOR STOCKIS KEY • Our customers rely on correct information at any time, their business processes rely on this • Our customers expect that the product is present in the store the select • Slimstock helped us both to manage these expectations
- 19. INTERACT WITH CUSTOMERS • Customersupport center - chat • Call agents – service desk – omnitracker • Increase Customer intimacy – hello customer – NPS • Digital marketing – customer journey - segmentation – Dotmailer • Campaign management – promo • Print catalogue – indesign / easy catalog
- 20. Increase in online sales 75% Increasein average order value 11% Decrease in Bounce rate 40% Increase in unique number of visitors 75% RESULTS
- 21. • B2C channel •New Pure Player channel • Move to Vaimo Cloud • Migration M1 to M2 • PIM supplier onboarding data • Product Configuration Builder FUTURE CHALLENGES
- 22. KEY TAKE AWAYS •Think big, Start small, Go fast • PIM data quality is Key – categories… • Digital Strategy – stick to the plan • Impact on legacy systems – organization – clicks and bricks • Smart Digital: digital training workforce and customers
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Editor's Notes
- #5 Kodak Netflix Tesla – amazon … pure players
- #6 Kodak Netflix Tesla – amazon … pure players
- #15 PLM = product life cycle management software (product incident mgt, change mgt, release , life cycle) eg. Jira, fuse…
- #16 Easiness of connectivity : PIM system (XML) and ERP system (IBM webservices – API calls)