Trade business Wolseley has brought together its B2B brands from Plumb Centre to Drains Center in a single website with the ambition of making it easier for customers to use.
Following the launch of Wolseley.co.uk, the business now aims to phase out its legacy branded websites.
Customers of Wolseley’s plumbing, parts, pipe, drain and climate businesses can now buy from the new site via a single account. The website is the latest stage in a business transformation programme that sees the business sell to customers, who are primarily trade customers but may also be individuals, via a single Wolseley brand as it looks to improve overall customer satisfaction levels.
The move to the IBM WebSphere Commerce platform, first made in late November, has been delivered by consultancy Salmon as part of an ongoing relationship that dates back seven years.
“The ambition for the Wolseley business is to become the first-choice specialist merchant for the trade,” said Martin Girdlestone, head of ecommerce at Wolseley.
He added: “Simply improving an online offering is not enough in tough market conditions. The digital landscape is changing so frequently it can be difficult to stay ahead. We recognise that with disruption comes the opportunity to transform the relationship we have with our customers and increase our reach in terms of customers we can serve. We are working with IBM, Salmon and other partners in this space to develop ideas that will protect the future of our business and that of our customers.”
The new website is designed around showcasing product ranges, and multichannel services including delivery and collection. Personalisation is powered by Monetate, while customer engagement technology from Moxie connects the customer to a real person who can advise via a chat window.
The new site has interactive features including a parts arena for product identification, a heatloss calculator, and selectors to help customers choose the right radiator, shower or refrigeration system. Past purchase history, personalised trade prices, and viewing VAT invoices is all made possible through a new My Account section of the website. Useful shortcuts include My Most Ordered, part of an overall drive to help customers save time through self-service approaches.
Wolseley is the UK operating business of Ferguson plc, based in Switzerland.
Image courtesy of Wolseley.