Case study: e-commerce site for a BtoB/BtoC hardware store in Mâcon

Customer presentation

Mâcon Quincaillerie is a specialist supplier of products for the woodwork industry, covering a wide range of items: hardware, tools, consumables, protective equipment and much more. With a well-established physical sales outlet, the company wanted to take a strategic step forward by developing its online presence in order to digitalise its offering, build customer loyalty and reach out to new prospects.

Challenges encountered

• Product accessibility : Without an online platform, customers had to go into shop or contact the team directly to check stock levels and place orders.
• Limited availability: The lack of a digital solution meant that orders could not be taken outside opening hours.
• Loyalty and expansion : The company wanted to offer a smoother service to its existing customers and attract new professionals and private individuals by improving its online visibility.
• Catalogue complexity : With over 8,000 product references, including items in a wide range of variations (colours, units of measurement, types of fixing, etc.), setting up a structured e-commerce site was a major technical challenge.
• BtoB and BtoC management: The need for a professional space for personalised management of discounts and rates based on customer profiles.

Strategy in place

Creation of a customised e-commerce site

• Development of a modern, intuitive website, optimised for user experience.
• Fluid navigation with clear organisation of categories (tools, consumables, equipment, etc.).
• Advanced search engine for easy searching by reference, brand or product type.

Advanced product catalogue management

• Integration of 8,000 part numbers, with dynamic management of complex variations (colours, units of measurement, fixing types, etc.).
• Filters and facets for fast, efficient searching.
• You can buy by the metre, unit, weight or batch, depending on product specifications.
• Synchronisation of stocks and prices thanks to a link with the ERP database.

Setting up a dedicated area for professionals

• Creation of a personalised customer account with management of specific discounts for each professional.
• Access to quotes and order history directly online.
• In-store collection or fast delivery options.

SEO optimisation and digital marketing

• SEO strategy based on targeted keywords (professional hardware, construction tools, protective equipment, wood joinery, etc.).
• Content optimised for local referencing, boosting Mâcon Quincaillerie's visibility on search engines.
• Setting up a blog and news to promote the company's expertise and improve its positioning.
• E-mailing and notification strategy to build customer loyalty and encourage repeat purchases.

Results obtained

• 24/7 accessibility : Customers can now order at any time, with the option of in-store collection or delivery.
• Optimised user experience : A site that's clear, intuitive and fast, making it easy to navigate and buy.
• Saving time for the team: Automated quotations and simplified discount management for professionals.
• Increased online visibility: Better referencing on Google, attracting new B2B and B2C customers.
• Increased loyalty : A dedicated area for professionals offering optimised customer care and tailored pricing conditions.

A successful digital transformation

Thanks to its transition to digital technology, Mâcon Quincaillerie has modernised its business by offering a high-performance e-commerce solution. This transition from a physical point of sale to an online platform has enabled the company to respond more effectively to market expectations while strengthening its relationship with its customers.

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