French retailer improves customer service and collaboration with BlackBerry Messenger and mobile applicationsWeldom is a French chain of DIY stores owned by Groupe ADEO. The chain has 265 stores, including 20 “integrated” stores, which are wholly owned by ADEO. The remaining stores are independently owned franchises. Groupe ADEO is the country’s leading DIY retailer, with several brands in its portfolio, including Leroy Merlin and Bricoman. ADEO is the second largest DIY retailer in Europe and the fourth largest in the world.

Key Benefits

• Improved customer service

• Mobile apps to access real-time inventory and sales data

• Healthy team communications with BlackBerry Messenger

The Challenge

The management team of the 20 “integrated” Weldom stores wanted to improve communications

and collaboration among staff and improve the service provided to customers. “Retail presents a special

challenge when it comes to communication,” explain Isabelle Leconte, financial director at Weldom integrated

stores. “Most staff don’t have desks, so communication has to be mobile.”

Communication in retail is a vital contributor for efficient store operations. For example, store managers

need to know immediately when a delivery arrives so they can re-stock shelves as quickly as possible.

Customer service is significantly improved by enabling employees to contact customers to let them know

a special order has arrived. It also improves staff knowledge and teamwork. “When employees share

knowledge, they work better together and take better care of customers,” says Loïc Porry, managing

director at Weldom integrated stores.

BlackBerry Customer Success Retail – BlackBerry Messenger and Apps

K1156-Weldom Case Study (UK).indd 1 19/06/2012 14:02

The Solution

Weldom integrated stories initially deployed 20 BlackBerry® smartphones to senior executives and

store managers, which gave them the opportunity to see first hand the advantages of the solution’s

BlackBerry push technology and BlackBerry® Messenger (BBM™). Weldom then decided to expand

the deployment and issued BlackBerry smartphones to the 490 employees in the integrated stores.

In addition, several business applications, including store sales and inventory apps were deployed to

the smartphones. These applications were developed by ID2I, a member of the BlackBerry® Alliance

Program. ID2I specialises in mobile retail applications and electronic forms.

The employees were quick to adopt the BlackBerry solution. “The perceived value of BlackBerry

smartphones is very high,” says Porry. “Giving employees a BlackBerry was seen as a form of personal

recognition, which was much appreciated.” Now every employee has their own email address and

access to Weldom’s suite of mobile apps. But what has proven to be the “killer app” is BBM. Employees

were quick to create BBM communities within stores (for section teams for example) but also across

stores, by product or function.

The Benefits

“The BlackBerry solution has changed our lives,” says Leconte. “The fact that everyone can be reached

immediately has accelerated decision making and the distribution of information.” Employees now have

nearly instant access to corporate, store and inventory information and constant communication with

colleagues. “If the store is out of stock, the employee can see which stores have it and order the transfer

right there from the aisle,” explains Porry.

“What’s really magical is the way everyone has taken to BBM,” says Leconte. “At any given time there

are lots of conversations going on within BBM communities. If someone discovers something about

a certain product, they can share it with colleagues and the other stores via BBM. If someone can’t

answer a customer’s question, they can put out the word and get a response in seconds, often from

across the country.”

Weldom expected the BlackBerry solution to improve operations, but what it did not anticipate was

how it would contribute to the workplace atmosphere. “The BlackBerry solution, especially BBM,

has brought people together. It’s very convivial,” says Leconte. “In the past it was difficult to get people

together to talk about a product line or a business function. We’d have to set up a conference call

or organise a physical meeting,” says Porry. “Now teams can come together virtually on BBM to work

on a topic or spread information without having to take a huge

amount of time out of their day.”

“They’re using all the features of BBM,” explains Porry. “Instead

of sending an email describing a how they successfully merchandised

a certain product, they take a picture and share it via BBM.”

He adds: “the openness and speed with which information

circulates and the fact that people are able to communicate with

the BlackBerry solution is a real revolution for Weldom. We’re going

to continue building on this success.” Weldom is currently looking

at developing an application for customers and extending business

applications to the BlackBerry® PlayBook.™

© 2012 Research In Motion Limited. All rights reserved. BlackBerry®, RIM®, Research In Motion® and related trademarks, names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. Device featured: BlackBerry® Bold™ 9900 smartphone.This material is provided “AS IS” and without condition, endorsement, guarantee, representation or warranty, or liability of any kind by Research In Motion Limited and its affiliated companies (“RIM”), all of which are expressly disclaimed to the maximum extent permitted by applicable law in your jurisdiction. RIM does not endorse, verify or approve and assumes no liability whatsoever in relation to third parties, third party information and/or products/services that may be referenced in this material, including but not limited to BlackBerry® Alliance Members and their products/services. Device featured: BlackBerry® Bold™ 9900 smartphone.

blackberry.co.uk/casestudies

ID2I is an application development company which specialises in the following areas:

Mobile applications: The development of applications for sales, stock information, multi-media catalogues, feedback etc.

Numerical pen: The Pen/Form is a peripheral device like a keyboard or mouse. iD2iForm allows the use of paper forms, while taking advantage of the digital world.

TakeFive application: A digital sales management tool which helps optimise the sales teams’ work.”

Industry: Retail

Region: France

Company Size: Large

Solution: Mobile apps developed by ID2I BlackBerry® Enterprise Solution BlackBerry® Messenger (BBM™)

“The openness and speed which information circulates and people are able to communicate with the BlackBerry solution is a real revolution for Weldom.”Loïc Porry managing director Weldom

K1156-Weldom Case Study (UK).indd 2 19/06/2012 14:02