Step up in digital services
The future for craftsmen also lies in digital technology. French trading brands have understood this. They are working day-after-day to increase satisfaction, improve the customer experience and simplify their lives with digital tools and services.
Online sales at PUM
Since the launch of its new website mypum.fr, unveiled in January 2021, PUM has continued to make digital progress. In addition to the fact that it has motivated the teams, who now enthusiastically promote digital tools and services to their customers by adapting their discourse in order to highlight the concrete advantages for each of them, the site has also benefited from constant improvements thanks to feedback from the field relayed by "digital coaches." And it works! This major project has generated a significant increase in PUM's digital turnover, from 2.8% at the beginning of 2021 to 14% today and 15% of customers are digital. Among the features that have made mypum.fr a success is the "express basket," which allows users to download and then import a ready-to-use voucher directly into the basket to generate the order. There are also new features for quotations, which can be modified and paid for online by the customer and transformed into orders directly on the site. All these tools and services have contributed, thanks to the human contact established upstream, to "digitizing" and building the loyalty of PUM's customers.
Assistance, skills development and loyalty at POINT.P
POINT.P is continuing to roll out its digital tools for professionals, to enable them to be ever more efficient and to continue to develop their skills, while remaining in step with developments in the sector. Configurators, simulators, software, etc., the trading brand offers a wide range of digital tools: Solu+, Cap Renov+, Tolteck and the Objectif RGE application, which prepares craftsmen for the RGE (Environmental Certification) exam. As for the pointp.fr website, since December it has benefited from simplified navigation and ergonomics now adapted to the user profile. Depending on the type of user (anonymous or not, individual or professional, member or not of Génération Artisans), the functionalities and menus offered are differentiated according to their needs.
Also, as part of Génération Artisans, the customer loyalty program that brings together a community of 16,500 craftsmen, in 2020 POINT.P launched the Pack Jeune Artisan aimed at under 30 year-olds. The aim of this program is to support them in setting up their own business by giving them access to a number of digital services: the Tolteck estimate and invoicing software free of charge for six months, the Solu+ costing tool, a free photo pack to improve Google referencing, and free registration on the La Maison Saint-Gobain website to obtain qualified work sites. This is a way of enhancing the value of the craftsman industry and building lasting loyalty among these new customers.
More than ever, craftsmen must also be able to offer their private customers the best solutions and support them in their renovation work. POINT.P helps them by offering them Magic View, for example, an app launched in 2020, which allows them to view more than 3,000 floor and wall references directly in their homes. An online service on pointp.fr also allows individuals to make an appointment in the showroom of their choice and to prepare the visit in advance. It's very simple, just specify your project (room, surface, products, etc.) and fill in your personal information.
Click & Box at CEDEO
CEDEO has launched a new innovation: "click & collect" lockers to simplify the life of craftsmen, who sometimes have to go to the worksite outside of their branch's opening hours. They can place an order on cedeo.fr or the application and collect it from the lockers at any time of the day or night. 10 branches will be deployed throughout France in June 2023 with the chosen solution integrated into the information system. A second wave of agencies will be deployed by early 2024.
For all trading brands concerned, digital tools are intended to improve the daily life of their craftsmen and to enhance the value of their work, without replacing the human relationship which remains essential in distribution. Ultimately, it is by introducing the human element into their digital approach, through education, support and communication, that trading brands succeed in converting their customers to these new practices.