- Sonepar digital strategy aims to integrate all customers touchpoints for easy buying journey
- Thanks to ABB enriched content and navigation optimization, Sonepar aims to increase traffic and engagement on its website to drive traffic and engagement
- Omnichannel collaboration between manufacturers and distributors is essential in today’s competitive digital market
Sonepar, a leading global B2B distributor of electrical products, solutions, and related services, serves a broad spectrum of customers, from small electrical contractors to large industrial organizations, providing them with high-quality products and innovative solutions.
With approximately 500 branches in France, Sonepar implements an ambitious digital strategy in France aimed at transforming the online customer journey. This strategy focuses on creating a seamless omnichannel experience that integrates various touchpoints, including web, mobile apps, branches, and delivery systems. At the core of this transformation is the "Spark" platform designed to provide a personalized and efficient shopping experience, making it easier for customers to find and purchase products.
"Customers are at the center of Sonepar’s digital transformation.” says Clémence Mouilleron, ABB Brand Manager at Sonepar for France and Belgium. “We aim to offer them a seamless experience through our omnichannel platform. As part of ABB and Sonepar ongoing collaboration, the ABB BrandZone allows us to deliver meaningful and useful content and will become an integrated and strategic part of the customer’s journey to discovering ABB products and solutions .”
Clear and easy navigation are key in the digital space. Through a tailored structure around three segment pages (Residential market, Commercial market and EV charging infrastructures), customers can access in a couple of clicks important information about the different markets, search technical product information on online catalogues before adding their selection to their e-cart.
“We see that e-commerce is increasing and customers are repositioning their buying journey by researching and finding offers digitally; via google, apps and social media. This is why ABB has developed a strategic program to support our distributors in this digital landscape called Digital Online Acceleration Program.” says Caroline Buisson, Marketing and Communications Manager for ABB Electrification in France. “By gathering all the information and support tools in one place, we offer a true ABB experience. In addition, customers can easily find their products and place their orders online."
Marketing support is also provided by ABB to Sonepar to increase brand awareness and drive traffic to this new page, through e-mails campaigns, targeted online advertising, and product promotions.
