Thomas & Betts (T&B), a leading supplier of electrical equipment and components, was seeking to modernize its online presence, digital marketing and servicing capabilities through the deployment of eCommerce and mCommerce solutions. After an internal review of options, T&B was concerned with the scale of investment and resource commitments necessary to achieve their future vision. They reached out to our team to assist in identifying the most critical capabilities and align them with their level of investment through a measured, incremental approach, taking into account T&B’s existing platforms, capabilities and resources.
Our team conducted extensive interviews of the company’s distributors, sales force, sales influencers (architects, contractors), and end-users to get a perspective on their need for e/mCommerce tools and services. Additional research on industry trends and comparable industry practices was also conducted, as well as a best-practices survey on the use of web-based services, eCommerce capabilities, remote servicing, mobile device integration, and search engine optimization. Finally, we conducted an audit of the company’s current web and mobile efforts, skills, and capabilities.
Based on our evaluation of the gaps between the company’s current e/mCommerce activities and industry-relevant best practices, a revised Digital Marketing Plan was developed and a dedicated Digital Marketing group was formed to implement and manage the company’s new e/mCommerce initiatives.
Installed tablet-based technology and promotions processes that simplified sales force routines and improved sales call effectiveness.
Focused efforts on upgrading and re-orienting company web site to be a primary research resource for customers and sales influencers by reorganizing structure of entire web site to better adhere to actual user behavior and search engine practices.
Concentrated mobile-Commerce initiatives on job-site support for installers and contractors, not unfocused “community-building.”
Re-organized “ownership” of company’s web site under new Digital Marketing group, integrated under the company’s Marketing department.