A leading supplier of building materials for finishing and technical insulation, operating in the Benelux with multiple online stores and brands, serves professionals daily through both digital and physical channels. Although the company’s market position was strong, its online offering lagged behind due to fragmented systems, outdated content, and limited commercial clout. The ambition was clear: to create a future-proof commercial foundation that would enable the organization to quickly deliver value again and be ready for further digital growth.
Together with management, a shared online strategy for the commercial division was established. We then worked on strengthening the digital foundation by revamping the website, with a specific focus on the homepage, performance, and analytics.
In addition, product content has been standardized and enriched according to a uniform structure, supported by AI. The customer process has also been optimized through integrations with external databases. Finally, a marketing automation system has been implemented, including segmentation and the selection of appropriate tools, making commercial activities more scalable and measurable.
The organization now has a redesigned website with a strong focus on user experience and branding. Product information is structured consistently and enriched, allowing customers to find relevant information more quickly and making management more efficient.
The digital customer process has also been streamlined, resulting in better follow-up and a smoother customer journey. Thanks to improved analytics, e-commerce KPIs are transparent, enabling data-driven decision-making. Furthermore, the implemented marketing automation provides a solid foundation for further commercial growth and scalable marketing activities.
