Opportunity

Wolseley UK is a leading distributor of plumbing products and building materials, serving the trade under a number of different brands.

Having worked with the company previously over the course of several years, Wunderman Thompson Commerce was asked to develop a new website. The remit was to create a new multichannel offering that consolidated brands such as Plumb Center, Pipe Center and Parts Center under the single ‘Wolseley’ name.

Inspiration

It is always very rewarding to be part of a commerce platform build that has wider strategic importance for the business as a whole. In this case, the new site was built to support a new operating model for Wolseley UK, a new customer value proposition and and a new identity. That gave us the inspiration to create a solution that would achieve positive transformational change for the business.

Solution

The new integrated wolseley.co.uk website was designed to make it easier to showcase new product ranges and for customers to research, select and order products either for delivery or collection. To this end, we prioritised high levels of self-service capability.

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 commerce platform also boasts a number of easy to access and industry-recognised trade tools, a heat loss calculator and label generator for energy related products, and selectors to help the customer choose the right radiator, shower or refrigeration system.

We revamped the customer journeys for new, existing and even guest customers across desktop, tablet and mobile devices, with shortcuts giving quick access to commonly used features. Finally, “My Account” now allows registered customers to seamlessly manage more aspects of their account themselves.

Growth

The new website has accelerated multichannel growth through ecommerce since its launch.

We have continued to help phase out legacy branded websites, whilst Wolseley migrate customers from those sites to wolseley.co.uk, where they can continue to use existing login credentials to access their account and purchase history.

Wunderman Thompson Commerce is a trusted partner. 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 Wunderman Thompson Commerce, 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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