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

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Van offline naar online in B2B

High impact on Customer experience

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Van offline naar online in B2B

Customer value’s

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“Support our customers in continuously improving their competitiveness by providing

best-in-class automated material handling solutions.”

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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

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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

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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

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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

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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

- …

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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

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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?

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