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Van offline naar online in B2BZo speel je succesvol in op een digitale toekomst.
Allard van Veelen| High Tech Campus Eindhoven28 Juni 2016
Van offline naar online in B2B28 June 20162
Van offline naar online in B2B3
Life-cycle services (over 100 site-based teams)
Europe ˃ 32 site locations
˃ Around 470 FTEs
Africa ˃ 3 site locations ˃ Around 60 FTEs
North America ˃ 39 site locations ˃ Around 450 FTEs
South America ˃ 5 site locations
˃ Around 80 FTEs
Eastern Europe ˃ 6 site locations
˃ Around 90 FTEs
Middle East ˃ 3 site locations ˃ Around 60 FTEs
Asia Pacific ˃ 15 site locations
˃ Around 170 FTEs
28 June 2016
Van offline naar online in B2B
High impact on Customer experience
28 June 20164
Van offline naar online in B2B
Customer value’s
28 June 20165
“Support our customers in continuously improving their competitiveness by providing
best-in-class automated material handling solutions.”
Van offline naar online in B2B28 June 20166
Van offline naar online in B2B
Customer benefits Webshop
One stop Shop
• Best of breed offering, 100 A-class brands • 220.000 products
Increase efficiency • Reduces time to identify spares • Images, text, specs
Transparency • Customer specific pricing & actual lead time
World wide logistical network
Customer is in control
28 June 20167
Van offline naar online in B2B
Results, 16 months after launch.
On-line in 54 countries 380 Customers • 145 ordering on-line 820 Contact persons • 412 actively using web shop • 214 ordering on-line
41% of revenue via web shop • +/- 3.200 orders, saving 2.400 hours
Customer satisfaction • NPS score = 8,2
28 June 20168
10 out of 16 Sales offices on-board 240 Vanderlande employees • 45 Vanderlande Service engineers • 24 Customer sites From reactive to pro-active • Focus from board level Future platform for equipment sales
Van offline naar online in B2B
How did we do that?
Webshop development
Pilot Launch EU
Launch USA
Launch China
Aug 2013 June 2014 Jan 2015 Aug 2015 May 2016
Pilot
28 June 20169
Van offline naar online in B2B
Pilot webshop
Objectives: - Test & Expand functionalities - Increase customer satisfaction - Increase Vanderlande efficiency - Test the ‘Talk’
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Van offline naar online in B2B
Findings: Differences between B2C and B2B!
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- Organizational structure - Approval workflow - Legal - Quotation button
- 8 Languages - EN/ GE/ NL/ FR/ PO/ RU/ ES/ CN
- Demonstrational site for Sales
- Impersonate tool
Van offline naar online in B2B
Go live - Launch
Webshop development
Pilot Launch USA
Launch China
Launch EULaunch EU
28 June 201612
Aug 2013 June 2014 Jan 2015 Aug 2015 May 2016
Launch USA
Launch China
Van offline naar online in B2B
Below the Line
Through the Line
Above the Line
Launch approach
Awareness
Leads
Press release (e) News
Magazines
Social Media Banners Events
Direct (e)mail
Direct Personal approach (By Sales)
Start 20 januari 2015
In several batches - 20 Januari 2015
- 10 Februari 2015
- 10 March 2015
- …
28 June 201613
Van offline naar online in B2B
Campaign Off-line to On-line
1) Paper Direct Mail in batches - 600 Customers - 2000+ Contact persons
2) E-mailing as a kind reminder 3) Call (by sales)
Communication • Survey, webshop development • Share results
• 1 Year celebration
28 June 201614
Van offline naar online in B2B
Lessons learned
Pilot is a must! Take time for internal launch • More ambassadors than you expect!
Increase success with telemarketing & after sales • Work closely with sales and other ambassadors!
Work out the legal stuff as well, it can help you
Talk to your customers and understand their needs & objectives Focus, focus, focus
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Van offline naar online in B2B
Questions?
28 June 201616