Rexel’s customers in France have been enjoying a much more convenient online buying experience for ABB products, due to the new ABB shop-in-shop on the distributor’s website. As a global distribution specialist, Rexel has always sought to keep up to date with its B2B customers’ evolving needs. ABB’s new dedicated web shop marks the next step on that journey.
A large global distributor specializing in electrical, heating, lighting and plumbing equipment, as well as renewable energies and energy efficiency products and services, Rexel offers its residential, commercial and industrial customers in France a selection of more than a million products across over 460 branches. This is complemented by a strong online presence through the company’s website, rexel.fr, which customers can access via tablets and smartphones, allowing them to research and purchase products wherever they are.
As part of the long-term collaboration between Rexel France and ABB, the website now includes a dedicated space ‒ a shop-in-shop ‒ where customers can see all of ABB’s solutions and product ranges in one place. The homepage is made up of three segment pages, Residential, Commercial and EV charging infrastructure, where customers can easily find important information about the different markets and add products to their shopping cart or order directly from the interactive online catalogs.
ABB is supporting Rexel with several different digital marketing methods to generate traffic for the new shop-in-shop. “These include email campaigns that Rexel sends out to its customers, hero banners that redirect to our shop-in-shop pages, product promotions, as well as internal communication with Rexel’s sales team to make sure they are the first ambassadors of our brand” says Caroline Buisson, Marketing and Communications Manager for ABB Electrification in France.
The new web shop is just one part of a larger global program on which Rexel and ABB are collaborating, which is designed to adapt to customers’ evolving buying behavior. Over recent years, the two companies have seen customers spend more time researching products digitally, even if they still end up making their final purchase through traditional channels. This means a multi-channel distribution approach, combining digital and physical options for researching and purchasing products, has become crucial to success.
"Through the ABB SIS solution on Rexel's website, ABB is able to seamlessly integrate digital and physical channels to provide customers with a comprehensive and convenient shopping experience. This partnership reflects both ABB's commitment to meeting the changing needs of customers and ensuring easy access to ABB products and solutions” says Karelle Hervieux, ABB Brand Manager for Rexel.
