Wolseley UK consolidates its multichannel business
Major business transformation sees Salmon help Wolseley UK to create a multichannel offering that consolidates its legacy brands to sit under the single brand of “Wolseley”
London, 8th May, 2018: Global eCommerce consultancy Salmon, a Wunderman Commerce Company, today announces how it has recently helped Wolseley UK to bring together the brands that represent its plumb, parts, pipe, drain and climate businesses online in the UK.
Salmon was chosen by Wolseley UK to develop wolseley.co.uk on the IBM WebSphere Commerce platform. The new website was launched in late November and is accelerating multichannel growth through eCommerce. The website has been built to support a new operating model, customer value proposition and high levels of self-service capability.
Wolseley.co.uk makes it easy to showcase new product ranges and simple to research, select and order products for either delivery or collection.
To support the coming together of legacy brands and product categories, the new online offering provides personalised experiences to customers, using integrated technology powered by Monetate, making sure customers only see content relevant to them.
Where expert or specialist knowledge is required, customer engagement technology from Moxie connects a customer directly to a real person who can provide the necessary customer service via a chat window.
The new site also boasts a number of easy to access and industry recognised trade tools like “PartsArena” for product identification. There is also a heatloss calculator, label generator for energy related products and selectors to help the customer choose the right radiator, shower or refrigeration system.
There are improved customer journeys for new, existing and even guest customers across desktop, tablet and mobile devices, with shortcuts giving quick access to commonly used features like “My Most Ordered”.
And finally, “My Account” now allows registered customers to seamlessly manage more aspects of their account themselves, whenever they need to. Whether it be checking personalised trade prices, stock availability or viewing invoices, credit notes, statements and proof of deliveries.
Supported by Salmon, the plan is to phase out legacy branded websites. Wolseley has been migrating customers from legacy websites to wolseley.co.uk, where customers can continue to use existing login credentials to access their account and purchase history.
“Salmon is a trusted partner”, said Martin Girdlestone, Head of eCommerce at Wolseley. “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. With Salmon we can ensure that Wolseley is progressive in its digital thinking and accomplishes the full potential that digital must play in our future, and ultimately that of our customers.”
“Having worked with Wolseley UK for many years, we were already embedded in understanding its business challenges, and able to help the company execute its vision of bringing its businesses together under one specialist trade brand,” said Neil Stewart, CEO at Salmon. “We are delighted that Wolseley chose us to help drive its digital journey as the business begins this new chapter as one umbrella company. We will continue to support its eCommerce operations and ensure that Wolseley is rolling out digital services that will improve its customers’ experiences.”