case study: the digital transformation of a global multichannel b2b business
Post on 15-Jul-2015
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Electrocomponents is ‘the global distributor for engineers’
• Electrocomponents plc is the world’s leading high service distributor of electronics and maintenance products.
• Listed on the London Stock Exchange, a FTSE 250 company
• 6,300 employees in 32 countries across the globe
• Group revenues of £1.27bn per annum
• Trading brands of RS Components in Europe and Asia with Allied Electronics in North America
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With a market-leading product range, service capability and eCommerce engine
59% eCommerce 800K Catalogues
44,000 Parcels Daily
> 1m Customers
Strong Brands
2,500 Major Suppliers 500,000 Products
17 Distribution Centres 90+% of World GDP
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Which are valued by our 1m customers who use RS to design, buy and maintain products
• 5 products per order
• €150 per order
• Broad selection of products
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However the RS proposition has had to develop to meet the evolving needs of our customers
2008
1937
1974
1998
1994
2009 2011
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eCommerce Engine
Our latest evolution is the introduction of a multi-channel marketing approach to respond to customers’ needs
Human Touch
eCommerce “engine”
Human Touch
Cu
sto
mer sp
en
d / p
ote
ntia
l
Awareness
Brand awareness
Nursery
First 4 months
Development
Beyond 4 months
Acquisition
First purchase
Single global effort across contact lifecycle
FueleCommerce
machine
Supporting
infrastructure
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Where we have helped over 50m customers find their product of choice through online acquisition
0.8
0.9
1.0
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
Aug-10 Nov-13
Continual session growth over the last 3 years
9 16
New channels and new media types are being used to attract even more relevant traffic
Promoted through social media Our new mobile solution
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Our onsite developments and marketing have driven record levels of onsite conversion
Execute
search
100%
Checkout Order
Confirmation
Tra
ffic
a
c d
b
Add to cart
Faceted Search
Search - Autocorrect
Guest Checkout
Express Checkout
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And post-visit marketing and support have driven market-leading click-through-rates
Customer insight and BIG data = SPEED AND RELEVANCE
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Moving to a world class platform which enables limitless innovation at a pace which will delight our customers
• Flexibility enables innovation and accelerates time to market
• Fully integrated to create a truly omni-channel experience
• Provides world class SEM, Onsite Search and Personalisation capabilities
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The differentiator has been to deploy this capability across 28 countries in 15 different languages
• Over 1m translated key words generating 3.9 billion online ads
• 60 websites in local language
• 30million emails sent in local language
• Over 50k new products launched per year
• Over 250 campaigns launched per year
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Case Study - Japan
Overview • Set up in 1998 • GDP x 2.5 of the UK • 1/10TH of the size with regards sales • Recent years - flat growth
Action • Electronics key focus area • Range and price refresh • Strategic supplier partnerships • Customer search behaviour very different • 15,000 localised keywords expanded to 1.1M • Main search engine - Yahoo
Outcome • Over 30% growth Y.O.Y
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Which has been recognised by our peers
Winner - Digital Marketing Category
March 2013
Winner - Best Use Of E-Mail
February 2013
Winner - Best Multichannel Marketing
Winner - Best E-Mail Marketing
June 2013
Winner – Live Chat Innovation
June 2013
Winner - Best B2B Campaign
Winner - Best Digital Strategy
Oct’ 2013
Winner - Best In House Search Team
Winner – Internet Business Awards
Nov’ 2013
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