Sonepar
Intershop Sonepar Website Redesign
How to improve the customer experience in B2B distribution
As a global leader in the distribution of electrical equipment, Sonepar has been supporting its partner clients for 50 years, including installers, engineering offices, developers, and major accounts. Sonepar distributes the largest brands, negotiates the best prices, and delivers its clients to their worksites throughout France.
- Dedicated experts
- Project Director
- Project Manager / Scrum Master
- Technical Expert
- Architect
- Front-end Developer
- Back-end Developer
- Tester and Engineer / Manager QA
- Technologies
- Intershop
- Rewards
-
E-commerce trophy 2020 - winner
2018: A first UX/UI phase
- A “Design Sprint” session was held to identify and validate the features to offer to customers.
- User testing and customer interviews
- Graphic design creation
2019: A necessary evolution
Sonepar France had 22 different e-commerce sites accessible from distinct URLs with non-uniform content. This created a sometimes confusing online presence for its customers and hindered internal efficiency.
In 2019, the 22 regional generalist brands of Sonepar France were united under a single commercial brand: Sonepar Connect, to strengthen the ambition of being the industry reference on the French market.
The first step of this project was to migrate all the brands’ websites to a common e-commerce platform: www.sonepar.fr.
Two major objectives
- Improve the user experience with new features offered to customers
- Give access to all Sonepar Connect network agencies with a single customer account, which means 300 agencies (previously, a customer only had access to the agencies of their own brand)
A recognized platform
Already present at Sonepar, the Intershop platform was chosen as the foundation for the new digital platform, as it met all expectations:
- Robustness and scalability
- Native B2B functionality
- Powerful search engine
- Integrated responsive theme
The project team was organized around a “squad” of 5 people at DATASOLUTION, and 4 people at Sonepar.
Special attention was paid to communication with customers.
Innovation at the heart of the customer experience.
Improving the user experience was systematically prioritized in the selection of new features: product comparison, invoice availability, equivalence engine (products with similar characteristics), multi-cart (carts corresponding to different quotes and ongoing projects)…
In addition, internal processes were aligned between the 22 relevant brands. A standardized common catalog was defined and implemented at Sonepar.
In parallel with the technical aspect, special attention was paid to communication with customers, so that they would not have to suffer from order and delivery problems that could disrupt the smooth progress of their projects.
Results
months to transfert 22 brands
of trafic
of references
The new Sonepar platform serves as a reference for our teams and improves the employee experience.
Visible results
All 22 sites of the Sonepar Connect network migrated to the new e-commerce platform in just 2 months, between July and October 2019.
The improvement in customer satisfaction (measured through “Net Promoter Score” surveys) could be measured.
An increase in the online sales rate and the number of users of the e-commerce platform was recorded.
A 50% increase in website traffic was observed, mainly thanks to the natural referencing of the online catalog.
The e-commerce platform also serves as a product reference for our internal teams and improves the employee experience through more complete and illustrated product sheets than the previous versions.
Finally, the improved brand visibility, accompanied by an improved quality of customer service, contributes to establishing the reputation of the Sonepar brand with the general public and facilitates the recruitment of new talents.
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