Improving the customer experience
“With a platform of 20 webshops and steadily increasing digital penetration rates, the major improvements in our websites today revolve around creating a better customer experience,” says Nicolas Baltzer, Group Product & User Experience Director. The first step in this improvement, usability testing has entered an industrialization phase at a pace of three or four per quarter. Presenting prototypes of new features and improvements to customers prior to launching them online ensures that user expectations and habits are properly accounted for, so that the final result is optimal. Launched in 2019, the tests and prototypes focus on customer priorities: Track & Trace, product page layout (France), order returns, mobile payment methods in branches (Sweden), etc.
To simplify and streamline digital uses in terms of customer experience rather than features, the premiumization trend is intensifying. Its central idea is to promote technological choices that allow customers to do things better and faster, based on an observation of their behavior instead of on supposition. This approach is used for priority areas identified in the Rexel Easy plan.
The Design System project aims for both visual consistency between different digital products from the same country and the provision of code components and reusable templates for local teams when they wish to develop their own tools. Launched at the end of 2019, Design System is currently in use for various projects, including the personalized landing page deployed in France and Germany, the Supplier Portal, and mobile payment in branches (Sweden and the Netherlands). Among its advantages are productivity gains in addition to improved overall visual consistency.