Wolseley Strategic Planning template 2006-07 V1

Wolseley UK Building a B2B eCommerce Strategy

Don Marshall7th October 2015

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About Wolseley2

Wolseley is the worlds largest trade distributor of plumbing and heating products and a leading supplier of building materials.

We build our businesses through the quality of our people the excellent service that they provide and their strong relationships with vendors and customers.

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Wolseley Group - Where we operate & key brands3

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Recruit new customers, increase share of wallet of existing customers, reduce customer attrition rates. Stickiness!Lower overall WUK costs through greater efficiency. More SSEs!Shop window and service tool for branches. 24/7.

Giving customers the tools and data to do what they need to do via the most relevant channels for them (and us). More SSEs!More and more joined up at every turn. Data is critical for eBusinessFuture state infrastructure planning: fast, reliable, scalable.Ecommerce as part of a Multichannel Vision & Strategy

Works for our customers business. Customer segment relevant. More compelling offer than direct competitionEnquiring, ordering, managing account. Self Service Events (SSEs). 1. Easiest merchant to do business with2. Seamless Multichannel proposition3. Help WUK grow sales & profit

20% eBusiness share of WUK within 5 years

HugeeBusiness opportunitySelf Service Event

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The first place to start?Understanding your customer or customers.....B2C world tends to be a narrower customer than B2BDifferent approaches are needed for different customersIn a company like Wolseley in the UK we have many customers serviced by different brands5

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Segmentation VT HERE

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214[Click on screen to play video]

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What customers need/want understanding their needs7

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Needs can be plotted on two dimensions8

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Customer Types and Segments9

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214

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eMarketing and Branch engagement

Offline Marketing and Direct Sales Force

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214

UNDERSTAND THE DIFFERENCE BETWEEN THE SEGMENTS?Who they are?

What do they need in terms of Multichannel?What do they do?How do we SERVICE& SELL to them to drive profitable growth?Then we can target and develop the range and services to support them

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Current area of focus

Driving Customer Engagement Objective: To register existing customers to enable shopping on-line.

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Pillars of eCommerce13People

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Range and MerchandisingBasic principles:Right productsRight PlaceVisibleGood DataAvailableClear informationFindableSensible Navigation14

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Development Key Activities1. Making the websites work and useful:PerformanceStabilityOpen accessMobile compatible2. Developing Tools and Services based on customer requirements:New services i.e. Click & CollectBetter design & UxCustomer tools to shop/find what they needTools for customers to run their businesses15

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214eMarketing Key ActivitiesTraditional B2C eMarkeing does not work for all CustomersNeeds to be adapted for the segments that it can work with namely 2,4,6 & 8Other Channels are needed for larger customers such as offline marketing16

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Instant Trade accountsTrade Customers can instantly:Open a Trade accountSee Trade PricesOrder & Pay online

Results:1,000s of new trade accounts opened onlineOver 95% new business17

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Plumbcenter & Partscenter Navigation Change18Old

New

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Transactional MobileFullyNew payment gatewayBetter stock informationLists on Mobile

Result:

new mobile sales Over 95,000 users

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214New Tools

Parts Arena v2.0 incl Mobile

AppDynamics: User Performance Network Performance Analytics package

17617617698989825522201831831832312010Wolseley2054649Drain10832126Pipe037105Plumb071182Parts012658Climate0150214Thank youContact details:

Don MarshallHead of eCommerce

Email:

don.marshall@wolseley.co.uk

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