B2B SUMMIT 2014 - CASE STUDY: The digital transformation of a global multichannel B2B business

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Guy Magrath
Global Head of eCommerce
B2B Marketing Summit
June 2014

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Electrocomponents is ‘the global distributor for engineers’
• Electrocomponents plc is the world’s leading high service distributor of
electronics and maintenance products.
• Listed on the London Stock Exchange, a FTSE 250 company
• 6,300 employees in 32 countries across the globe
• Group revenues of £1.27bn per annum
• Trading brands of RS Components in Europe and Asia with Allied Electronics
in North America

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With a market-leading product range, service capability and
eCommerce engine
59% eCommerce 800K Catalogues
44,000 Parcels Daily
> 1m Customers
Strong Brands
2,500 Major Suppliers 500,000 Products
17 Distribution Centres 90+% of World GDP

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Which are valued by our 1m customers who use RS to
design, buy and maintain products
• 5 products per order
• €150 per order
• Broad selection of products

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However the RS proposition has had to develop to meet the
evolving needs of our customers
2008
1937
1974
1998
1994
2009
2011

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eCommerce Engine
Our latest evolution is the introduction of a multi-channel
marketing approach to respond to customers’ needs
Human Touch
eCommerce “engine”
Human Touch
Customerspend/potential
Awareness
Brand awareness
Nursery
First 4 months
Development
Beyond 4 months
Acquisition
First purchase
Single globaleffortacross contactlifecycle
Fuel eCommerce
machine
Supporting
infrastructure

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Our eCommerce vision and strategy are clear

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Where we have helped over 50m customers find their
product of choice through online acquisition
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Aug-10 Nov-13
Continual session growth over the last
3 years

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New channels and new media types are being used to attract
even more relevant traffic
Promoted through social mediaOur new mobile solution

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2 – Convert through great onsite user experience

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Our onsite developments and marketing have driven record
levels of onsite conversion
Execute
search
100%
Checkout
Order
Confirmation
Traffic
a
c
d
b
Add to cart
Faceted Search
Search - Autocorrect
Guest Checkout
Express Checkout

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3. Repurchase through behavioural driven marketing

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And post-visit marketing and support have driven market-
leading click-through-rates
Customer insight and BIG data = SPEED AND RELEVANCE

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4. Underpinned by a world class platform

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Moving to a world class platform which enables limitless
innovation at a pace which will delight our customers
• Flexibility enables innovation and accelerates time to market
• Fully integrated to create a truly omni-channel experience
• Provides world class SEM, Onsite Search and Personalisation capabilities

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5. Delivering market leading content

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The differentiator has been to deploy this capability across
28 countries in 15 different languages
• Over 1m translated key words generating 3.9 billion online ads
• 60 websites in local language
• 30million emails sent in local language
• Over 50k new products launched per year
• Over 250 campaigns launched per year

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Case Study - Japan
Overview
• Set up in 1998
• GDP x 2.5 of the UK
• 1/10TH of the size with regards sales
• Recent years - flat growth
Action
• Electronics key focus area
• Range and price refresh
• Strategic supplier partnerships
• Customer search behaviour very different
• 15,000 localised keywords expanded to 1.1M
• Main search engine - Yahoo
Outcome
• Over 30% growth Y.O.Y

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Which has been recognised by our peers
Winner - Digital Marketing Category
March 2013
Winner - Best Use Of E-Mail
February 2013
Winner - Best Multichannel Marketing
Winner - Best E-Mail Marketing
June 2013
Winner – Live Chat Innovation
June 2013
Winner - Best B2B Campaign
Winner - Best Digital Strategy
Oct’ 2013
Winner - Best In House Search Team
Winner – Internet Business Awards
Nov’ 2013