Challenge

Isero is part of the Grafton Group which is a specialised wholesaler in hardware and service provider of locking systems, industrial tools, fasteners, industrial clothing and personal protective equipment within Europe (UK, Ierland, Finland and Netherlands). Isero’s focus is on reaching B2B customers in construction, renovation and maintenance. Specialist in: hinges and locks, tools, ironmongery and fasteners, workwear and PPE.

Isero operated multiple online shops for each label they operated. The challenge for this case was to set up one central online channel to serve Isero’s different target groups in a user friendly way. Besides that, the new online channel needed to be fully integrated with the ERP system (Microsoft AX) of Isero. In addition to that, the new online channel needed to serve as a customer portal and corporate website.

Inspiration

Isero has a very broad target group which varies from the carpenter or contractor from around the corner to the largest national construction companies within the country. For SME companies Isero wanted to create an online platform to improve service and customer focus. Outside the office opening hours, these customers must not only be able to place their online orders, but also need to have insights in the stock at their closest location, order status, invoices and payments via the online platform.

The ecommerce platform

  • Webshop, customer portal, website, app
  • For customers who like to shop online. Also, to support Isero's service level and share the knowledge of their specialists.

Ambition = Growth

  • Optimizations of the online journey
  • Customer experiences Isero's specialism and help with the purchase (assisted self-service)

Measure

  • Customer satisfaction, Net Promoter Score (NPS)
  • Order amount, return frequency

Solution: A journey towards personalised product recommendations

Isero wanted to bring the offline experience of sales employees recommending products to customers to their digital platform. This came with many challenges like:

  • Many customers, different purchasing needs
  • High expectations based on B2C experiences (also among your own colleagues)
  • Many products, many changes in the assortment, complex pricing model
  • Small team, adding efficiency and value is important

Using off- and online order data in combination with product data, VML Commerce delivered personalised product recommendations to Isero's clients, using a smart and customisable algorithm engine based on AI, which gives Isero the confidence to create a data-driven customer experience in order to meet the strategy of Isero.

Results: Moving to a headless / composable architecture

Isero wanted to have more control, flexibility and less dependency on IT to create the best customer experience on all their channels. After a short discovery, we recommended to migrate to a headless composable architecture with a separate content management platform, Contentful.

Together with the implementation of a new PWA storefront based on Angular, Isero started to use Contentful to manage all their content items like banners, navigation links, stor locators, etc. in the new webshop.
With the new headless storefront and the Search & Product Recommendation tool based on AI, Isero is able to create a personalised customer experience and exploring new possibilities to further optimize the customer experience.

At a Glance
25%

Uplift in conversion rates

At a Glance
27%

Uplift in average order value

At a Glance
54%

Uplift in online revenue

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