DATAgility Announced EFC’s “Click & Order” E-Commerce Leadership Award Winners at the Future Forum
Universal Lighting Technologies and Gescan were honored for their innovative use of technologies including web applications and an omni channel approach to e-commerce.
Sycamore, IL – December 1, 2016–
Denise Keating, President of DATAgility, attended the EFC Future Forum held on November 2, 2016 at the Pearson Convention Center and was pleased to announce the “Click & Order” e-commerce awards this year. This awards program was created from the EFC Marketing & Communications Committee comprised of EFC members in Marketing roles at their organizations. The recipients were selected by independent judging committees. There were six categories: “Click & Order” e-commerce, sponsored by DATAgility; Corporate Social Responsibility sponsored by Electrical Line; Integrated Marketing sponsored by Kerrwil; and Merchandising & Displays sponsored by Somerville; Customer Event/Trade Show sponsored by Electrical Business and Sustainability sponsored by Product Care.
Click & Order Ecommerce award recognizes Electro-Federation Canada (EFC) member companies who are demonstrating excellence in their use of the Internet and/or mobile technology as platforms for online ordering. Universal Lighting Technologies accepted the first award for a manufacturer in the over $50 million in sales category.
Universal Lighting Technologies saw an emerging business opportunity for the replacement parts of LED Lighting fixtures. They understood if they could provide an easy-to-use tool that quickly identified the right replacement part, the installer could make a repair rather than purchase a new unit.
Universal Lighting Technologies involved their customer from the very beginning with a voice of consumer survey. Then they used the information gathered from their customer base to introduce the QuikCross Driver Replacement Program via their website.
The QuikCross Driver Tool provides the ability for the user to easily input key product attributes and it automatically displays the corresponding product including the corresponding image and specification sheet. The site also allows the user to make an inquiry to a distributor partner to purchase the item to complete the transaction.
They created and executed a full marketing campaign that included social media, distributor collateral, full print media campaign, and online courses that focused on LED driver failure identification.
As a result, Universal Lighting Technologies achieved the objective to be first to market with an easy solution for driver replacement. They have increased their presence at hundreds of distributor locations and the web application is receiving hundreds of page views per month. Lazar Petrov, Director Distribution and OEM sales, accepted the award on behalf of Universal Lighting Technologies.
“A digital strategy isn’t about the application of available technologies or about applying new marketing methods. It is about transforming your business to deliver value more to your customers and creating a competitive advantage,” said Denise Keating, President of DATAgility. It requires blending business strategy and objectives, customer desires, and leveraging the right technologies with new approaches and techniques. We congratulate Universal Lighting Technologies (make this a hyperlink) for embracing and executing on a clearly defined and expansive digital strategy.
Gescan, a division of Sonepar Canada, was this year’s award winner in the distributor category and has demonstrated their commitment to continuous improvement to their on-line user experience by the execution of a well-rounded omni channel strategy. Gescan understands that the omni channel strategy allows the customer to shop where, when, and how they want, whether that is from a desktop, tablet, mobile, telephone, or in the brick and mortar store and enjoy the same experience. The execution of an omni channel strategy is a very difficult one because of the many routes available for the customer journey and the required system integration.
Gescan’s omni-channel integration is evident in every aspect of their B2B and B2C e-commerce channels. Some highlights of the system include: ability to order on-line and pick up in any branch location of the customer’s choice; purchase/invoice history availability on line regardless of how the order was placed; robust knowledgeable customer support available through many different touch points and more effective branch call routing to enable on line customer support. They have used data analytics to continuously improve the shopping experience.
Gescan provides a responsive website with microsites which include:
- Good product content with key attributes, spec sheets, images, and the ability to zoom in/out on the images
- Customer engagement aspects such as product reviews and enriched content
- Enhanced product recommendations based on previous product selection and history
- Customer personalization with account specific pricing and personal order lists
- On-line order capability with product availability
- Flexible, secure payment options
As a result, the e-commerce site currently services over 3,000 customers and has seen revenue and site traffic increase 100% year-over-year. Jeff Derkuch, President, was there to accept the award on behalf of Gescan, a division of Sonepar Canada. Gescan’s is a repeat winner, having won the award in 2105.
No matter how efficient or effective a process, companies must constantly challenge their teams to raise the bar. This especially true when it comes to their digital strategy. With rapidly evolving technology and rising customer demands continuous improvement isn’t only desired, its’ required. We congratulate Gescan for their year after year commitment to achieving new heights.
Both Gescan and Universal Lighting Technologies have exemplified the execution of a deliberate digital strategy that has reaped many awards and rewards.
DATAgility is an award-winning and experienced data management services company, managed by Denise Keating and Ed Heon, that delivers quality data sourcing and enrichment services, powerful analytics, data normalization, and unique data synchronization services to the B2B distribution channels to drive sales and squeeze cost out of the supply chain. DATAgility is the only data management services company who has team members actively and readily contributing to the electrical and automotive industry data standards since 1997. Ed is known as the “father of PIES”, the industry’s data exchange standard, which has gained widespread use and application. Denise received the 2016 NAED Associate Service Award for her valuable contributions to ensure the successful continuation of the distribution channel as the channel of first choice. The involvement and commitment to the industries that they serve are evident in their contributions and the work they do with customers.