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Success Stories

Velux - Channel Bridging

Channel Bridging: creating a value chain

Through a structured Channel Bridging project, which involved the company's Lead Management processes and was based on the analysis of qualitative data generated along the distribution chain, we offered Velux the opportunity to control the value chain, deepening its knowledge of the end customer while qualifying installers as trusted professionals.

The Danish Velux Group, which has been in business for more than 75 years, is one of the world's best-known brands in the building materials sector and ranks as number one among roof window manufacturers, not only because of the wide range of products and services it offers but also because of its innovative approach, respect for the environment and attention to the quality of life inside the home. The Velux Group, which boasts production sites in 9 countries and sales branches in more than 40 countries, has been present on the Italian market as Velux Italia S.p.A. since 1977, based in the futuristic facility in Colognola ai Colli (VR), where it employs more than 120 people, and throughout the country with a widespread network of more than 2,000 retailers.

Velux_Azienda

Challenge

Regaining control of the value chain

Velux needed to acquire value chain governance, intercepting and analyzing quality data from end customers and the network of retailers and installers.
This activity was made particularly complex because of a highly articulated distribution channel consisting of building centers, window and door fitters, curtain wallers, and do-it-yourself centers to which thousands of installers belong. A widespread model in the durable goods sector generates considerable fragmentation of contact points between the brand, stakeholders, and the end customer. Since 2016, the company has been on a journey to rethink its customer experience with different goals, including:

  • transform the network of installers into a group of Certified Professionals that customers could trust;
  • create a direct relationship with end customers so as to make it easier for them to choose their products;
  • equipping the installer network with the digital tools needed to speed up the conversion of opportunities;
  • increase governance of data, especially native data, generated by the supply chain.

Velux_Case

Proposed Solution

A sophisticated and efficient solution

We led Velux in a major Channel Bridging project split into several phases related to resolving specific requirements.

The first need was to overcome an organizational obstacle due to the need for more alignment of information and processes among marketing, sales, and service departments.

The second requirement was to retrain the network of installers, making them responsible for closing Velux-generated opportunities and improving their training to turn them into "trusted advisors" to the end customers and brand ambassadors.

The third needwas technological: there was a need to create a solution capable of enabling governance of market-generated data and equipping installers with the necessary sales tools that were easy to use and, above all, practical.

We responded to Velux's needs with our Channel Bridging consulting and solutions, providing specific input in the stages of:

  • re-engineering of marketing, sales, and service processes needed to build the new customer experience management;
  • design and implementation of the technological solution for creating a control directorate for activities and analysis of data from the market;
  • design and development of digital sales tools for the installer network.

 

Results

Conversion rate goes up, marginality grows

Velux Italy recorded the substantial achievement of its goals already at the end of 2017 with a significant increase in lead-customer conversion rate and a significant increase in marginality. Thanks to the excellent results achieved in Italy, the project was then adopted by the other 14 Velux international locations as well.

Today we continue our collaboration with Velux Italy and 11 other Velux sites in Europe. In 2019, Velux honored us with an award for Best User Experience and User Interface in the design and implementation of the "Building Inspiration" website for the UK office and for "Best Design" for the Velux Canada website.

 

*Image Credits: © 2022-2024 Gruppo VELUX

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