Efficient digital tools
Webshops benefit first from advances in artificial intelligence (AI) and big data. Predictive models founded on algorithms fed by high-quality data make it possible to both enrich the customer experience and optimize Rexel’s sales. Simultaneously, also thanks to AI in association with alert systems created during the pandemic, changes in customer lifecycles are better identified and anticipated. Salespeople can thus give them advice according to their business variations in order to help reduce attrition (or “churn”) rates and increase the conversion rate of webshops.
Customer data collection, completed by external data and included in verification algorithms, fosters increasingly precise customer segmentation. This approach enables a relevant analysis of purchase behavior, especially in terms of sensitivity to products, to channels, to modes of interaction, to price and to promotions.
Content personalization is part of a continual improvement approach to the customer experience, which has resulted in the creation of “residential customer,” “commercial customer,” and “industrial customer” pages, to which is added a general page for all visitors arriving for the first time as well as a page for employees. These personalized landing pages were designed to provide customers with a hub for their favorite shopping carts, frequent links and most recent orders or cost estimates.
Search engines have also been adapted according to customer profiles. The effectiveness of the product search and the filters for the search engine have been improved. The manufacturer product titles are labelled more clearly, the technical specifications are more explicit, and photos and videos show the characteristics of the products. The Data team constantly carries out this work to better manage products entering and exiting the catalogue.
The Track & Trace transportation management system, which enables customers to track all of their deliveries in real time, now benefits from push notifications sent to customers at each key step in the sales process: order confirmation, under preparation, shipped, available for pickup, etc. “During their online purchase, B2B customers have the same demands as B2C customers. The addition of push notifications is an excellent way to replicate this experience while optimizing back-office processes for our operators,” says Benoît Dagnet, Head of Digital EU/PAC at Rexel.
The Next Best Offer (NBO) tool recommends the right product to the right customer at the right time via the right channel (physical, telephone, email). For example, once per month and per customer, the NBO suggests products in line with the customer’s most recent orders.