Rexel is world-wide distributor of electrical supply and equipment. As with most traditional b2b industries, Rexel was challenged in a digital sense. The conventional approaches to servicing our customers through sales and support were being disrupted by smaller more digitally savvy distributors. In acknowledgment of the digital competition, Rexel decided to commit more to its digital presence and an e-commerce team was formed. This sounds like a great start, but where would we begin?
We established users who research online and purchase offline shared more of their wallet. On average, this share was 8 times more than customers who interacted with us through traditional channels.
When we coupled this data with our customer journey data, a clearer picture began to emerge. We knew the entire experience needed a refresh, but the key was targeting specific features and areas of the experience to help make a big impact. One of those key areas was our homepage.
