Allard van Veelen - van offline naar online zo speel je in e succesvol in op een digitale toekomst. Digital Future of B2B 2016 - High Tech Campus Eindhoven

1. Van offline naar online in B2B
Zo speel je succesvol in op een digitale
toekomst.
Allard van Veelen| High Tech Campus Eindhoven
28 Juni 2016

2. Van offline naar online in B2B28 June 20162

3. Van offline naar online in B2B3
Life-cycle services (over 100 site-based teams)
Europe
˃ 32 site locations
˃ Around 470 FTEs
Africa
˃ 3 site locations
˃ Around 60 FTEs
North America
˃ 39 site locations
˃ Around 450 FTEs
South America
˃ 5 site locations
˃ Around 80 FTEs
Eastern Europe
˃ 6 site locations
˃ Around 90 FTEs
Middle East
˃ 3 site locations
˃ Around 60 FTEs
Asia Pacific
˃ 15 site locations
˃ Around 170 FTEs
28 June 2016

4. Van offline naar online in B2B
High impact on Customer experience
28 June 20164

5. Van offline naar online in B2B
Customer value’s
28 June 20165
“Support our customers in
continuously improving their
competitiveness by providing
best-in-class automated
material handling solutions.”

6. Van offline naar online in B2B28 June 20166

7. Van offline naar online in B2B
Customer benefits Webshop
One stop Shop
• Best of breed offering, 100 A-class brands
• 220.000 products
Increase efficiency
• Reduces time to identify spares
• Images, text, specs
Transparency
• Customer specific pricing & actual lead time
World wide logistical network
Customer is in control
28 June 20167

8. Van offline naar online in B2B
Results, 16 months after launch.
On-line in 54 countries
380 Customers
• 145 ordering on-line
820 Contact persons
• 412 actively using web shop
• 214 ordering on-line
41% of revenue via web shop
• +/- 3.200 orders, saving 2.400 hours
Customer satisfaction
• NPS score = 8,2
28 June 20168
10 out of 16 Sales offices on-board
240 Vanderlande employees
• 45 Vanderlande Service engineers
• 24 Customer sites
From reactive to pro-active
• Focus from board level
Future platform for equipment sales

9. Van offline naar online in B2B
How did we do that?
Webshop
development
Pilot Launch
EU
Launch
USA
Launch
China
Aug 2013 June 2014 Jan 2015 Aug 2015 May 2016
Pilot
28 June 20169

10. Van offline naar online in B2B
Pilot webshop
Objectives:
- Test & Expand functionalities
- Increase customer satisfaction
- Increase Vanderlande efficiency
- Test the ‘Talk’
28 June 201610

11. Van offline naar online in B2B
Findings: Differences between B2C and B2B!
28 June 201611
- Organizational structure
- Approval workflow
- Legal
- Quotation button
- 8 Languages
- EN/ GE/ NL/ FR/ PO/ RU/ ES/ CN
- Demonstrational site for Sales
- Impersonate tool

12. Van offline naar online in B2B
Go live - Launch
Webshop
development
Pilot Launch
USA
Launch
China
Launch
EU
Launch
EU
28 June 201612
Aug 2013 June 2014 Jan 2015 Aug 2015 May 2016
Launch
USA
Launch
China

13. Van offline naar online in B2B
Below the
Line
Through the Line
Above the Line
Launch approach
Awareness
Leads
Press release
(e) News
Magazines
Social Media
Banners
Events
Direct
(e)mail
Direct
Personal
approach
(By Sales)
Start 20 januari 2015
In several batches
- 20 Januari 2015
- 10 Februari 2015
- 10 March 2015
- …
28 June 201613

14. Van offline naar online in B2B
Campaign Off-line to On-line
1) Paper Direct Mail in batches
- 600 Customers
- 2000+ Contact persons
2) E-mailing as a kind reminder
3) Call (by sales)
Communication
• Survey, webshop development
• Share results
• 1 Year celebration
28 June 201614

15. Van offline naar online in B2B
Lessons learned
Pilot is a must!
Take time for internal launch
• More ambassadors than you expect!
Increase success with telemarketing & after sales
• Work closely with sales and other ambassadors!
Work out the legal stuff as well, it can help you
Talk to your customers and understand their needs & objectives
Focus, focus, focus
28 June 201615

16. Van offline naar online in B2B
Questions?
28 June 201616