Consolidating Wolseley's Multichannel business

Salmon was chosen by Wolseley UK to develop one single website that brings together its legacy B2B trade brands on the IBM WebSphere Commerce platform, as part of an ongoing relationship that goes back seven years. Salmon was tasked with creating a multichannel offering that consolidates Wolseley’s brands, such as Plumb Center, Pipe Center and Parts Center, to sit under the single brand of ‘Wolseley’. The new website was built to support a new operating model, customer value proposition and high levels of self-service capability.

The new wolseley.co.uk website now makes it easier to showcase new product ranges and 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 website also boasts a number of easy to access and industry recognised trade tools, like “PartsArena” for product identification. There is also a heat loss 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”. 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. In the meantime, 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.

The new website was launched in late November 2017, and is accelerating multichannel growth through eCommerce.

Salmon is a trusted partner. Simply improving and 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.

Martin Girdlestone

Head of eCommerce, Wolseley

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Wolseley UK has a new website that consolidates its plumb, parts, pipe, drain and climate businesses under the single brand.

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