De eerste website van Lecot werd in huis gebouwd en deed enkel dienst voor de bestellingen. Om competitief te blijven in een snel veranderende verkoopomgeving, nam Lecot de stap naar een digitale transformatie om de B2B customer experience te optimaliseren en de online verkoop te boosten.  In samenwerking met Vaimo bouwden ze de website-omgeving op het e-commerceplatform Magento. Het B2B-bedrijf slaagde erin zijn online aanwezigheid met succes te transformeren.  Lecot optimaliseerde de visibiliteit van ruim 2 miljoen SKU's in een PIM-systeem dat de productinformatie verrijkt. Daarnaast werden andere functies zoals gebruikersstructuren, een verzendkalender, een zoekintegratie en een snelle bestellinglijst toegepast. Dat biedt de B2B-klanten een revolutionair model op het vlak van verkoop, accountmanagement en aankoop. Zo boekte het bouwbedrijf een enorme vooruitgang in verkoop en volgde de groei van het bedrijf in stijgende lijn.

1. TRANSFORMATIE VAN
DE B2B SALES EXPERIENCE
How Lecot built a powerful B2B experience

2. RAF MAESEN
ICT Manager Lecot

3. • Founded 1895 Belgium
• Wholesaler in the building industry
• Turnover €180.000.000
• FTE 560
• 60 stores – 2 warehouses
• 60.000 products on stock
• 2.000.000 million ready to order

4. "The world is too big for us. Too much is going on. Too many crimes. Too much violence and
excitement. Try as you will, you get behind in the race in spite of yourself. It's a constant
strain to keep pace --- and still, you lose ground. Science empties its discoveries on you so
fast that you stagger beneath them in hopeless bewilderment. The political world now
changes so rapidly you’re out of breath trying to keep pace with who’s in and who’s out.
Everything is high pressure. Human nature can’t endure much more!” (June 16, 1833)

5. 1995+
Music
Photography
Video Rental
…
Print Media
TV
Travel
HR
…
Banking
Healthcare
Automotive
Retail
Education
Telco
…
All safe havens will be subject
to DIGITAL DISRUPTION
2010+ TODAY+ 2020+
WAVES OF DIGITAL DISRUPTION

6. WHAT IS CHANGING?
From DIGITAL
at the SIDELINE
To DIGITAL
at the CORE

7. THIS IS HOW WE EXPERIENCE
THE EVOLUTION
DIGITAL JOURNEY

8. THIS IS WHAT WILL HAPPEN
THE REAL TRANSFORMATIONDIGITAL JOURNEY

9. DIGITAL USER GAP
TECHNOLOGY
USER
DIGITAL USER GAP
MIGRATION

10. SMART DIGITALS
Smart digitals are productive employees and
engaged customers that use technology in a
smart way.
In doing so, they contribute to the success of our
B2B company.
This challenge has been guided by our partner
VAIMO.

11. HISTORICALLY

12. REQUIREMENTS
• Increase data quality
• Increase functionality
• Create product overview (filters, dropdowns group
products)
• Show what we are selling
• Easy overview
• Easy check-out
• Incorporate price structure
• Increase turnover

13. APPROACH
PHASE 2 PHASE 3 PHASE 4 PHASE 5
LINK&AUTOMATION
OPTIMIZEPLATFORMS
SOCIALCOMMERCE
BI
PHASE 1
DATAQUALITY
Start
• Enrich data
• Structure
categories (help
from catalog or
program)
• Map missing links
(information)
• Find solution for
Large files
• Install PIM
solution
Effects on
current system
• Choose
software to
built B2B and
B2C platform
• Choose
software to
built mobile
platform
Built benefits
• Implementing
marketing tools/
agency to maximize
result in B2B and B2C
market
• Create links
• Scanning
• Store
Interact with
customers
Business
intelligence

14. DATA QUALITY MANUALLY AND AI
Article
number
Description Group Voltage Battery Weight Speed
451054281
ACCU SCHROEF - EN
BOORMACHINE SPIT SDI115
ACCU SCHROEF - EN BOORMACHINE 10,8V 1,3AH Li-on 0,95kg 0-1300 TPM
Article number Description
451054281 ACCU SCHROEF - EN BOORMACHINE SPIT SDI115 (10.8V - 2 X 1.3 AH LI-ION)
ERP
PLM
EXT. DATA
CATEGORY MANAGEMENT
PRODUCT MARKETING
MEDIA MANAGEMENT

15. PLATFORM AND
INTEGRATOR
• Handle the project
• International partner
• Experience in B2C and B2B
• Deep understanding of technology
• Platform easiness of connectivity
• Total cost of ownership
• Large eco-system
• Compatible for future

16. PLATFORM

17. LINK SYSTEM
• Fast / reliable / flexible order entry
• Superior site search
• Connected scanning solutions
• Customer OCI connectivity (SAP…)
• Quick order lists – file uploads
• Role based ordering – User level capabilities
• Self service commercial documents
• E-kiosk – sales rep customer dashboard

18. ACCURATE DATA
FOR STOCK IS KEY
• Our customers rely on correct information at
any time, their business processes rely on
this
• Our customers expect that the product is
present in the store the select
• Slimstock helped us both to manage these
expectations

19. INTERACT
WITH CUSTOMERS
• Customer support center - chat
• Call agents – service desk – omnitracker
• Increase Customer intimacy – hello customer – NPS
• Digital marketing – customer journey -
segmentation – Dotmailer
• Campaign management – promo
• Print catalogue – indesign / easy catalog

20. Increase in
online sales
75%
Increase in average
order value
11%
Decrease in
Bounce rate
40%
Increase in
unique number of
visitors
75%
RESULTS

21. • B2C channel
• New Pure Player channel
• Move to Vaimo Cloud
• Migration M1 to M2
• PIM supplier onboarding data
• Product Configuration Builder
FUTURE CHALLENGES

22. KEY TAKE AWAYS
• Think big, Start small, Go fast
• PIM data quality is Key – categories…
• Digital Strategy – stick to the plan
• Impact on legacy systems – organization – clicks
and bricks
• Smart Digital: digital training workforce and
customers

23. Q&A
commerce.vaimo.com/lecot-wwv20
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