APPROACH

We helped the client by building customer profiles for all customers who visited website on the basis of:

  1. Website activity
  2. Transactional behavior over a period of one year
    • Revenue generated prior to and post RFQ submission
    • Days taken to transact post RFQ submission
  3. Customer Demographics
    • Age of customer – New/Existing customers
    • Customer Type – Construction/Commercial customers etc.

Customer profiles were then used to set up targeted digital marketing campaigns and implement bundling strategy to help drive sales over the digital sales channel.

KEY BENEFITS

  • Helped client determine if their website is an alternate method to conduct their business
  • Enabled directed targeting by tracking customer behaviour on digital channels

RESULTS

  • An increase in revenue generated from existing customers post RFQ submission leading to an improved relationship
  • ~83% of customers who submit RFQs are new customers, which confirmed that the web platform is an alternate way for client to conduct their business and acquire new customers