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INNOVATING TO STRENGTHEN OUR BUSINESS MODELINNOVATION

several steps with longer delays. Con- currently with the local rollout, the e-com- merce platform continues to be improved and enhanced with new features. The broadening of Rexel s multichannel offering, including an increasing number of digital tools, has a direct impact on the Group s business growth. Whenever cus- tomers use traditional channels at the same time as they use digital ones, such as web- shops or mobile applications, their pur- chase volume is far superior to that of cus- tomers using a single channel alone. In Sweden, a multichannel customer thus rep- resents 27% higher sales on average than a branch-only customer. The multichannel offering has a leveraging effect on the Group s overall business activity, including via its traditional channels.

CUSTOMER RELATIONSHIP MANAGEMENT The Group is preparing the launch of a next generation CRM tool. This CRM system opti- mizes customer portfolio management ac- cording to pre-defined profiles: it enables

Rexel to provide them with the services and offers they need at the right moment. Data analysis and predictive models facilitate the identification of commercial opportunities for Rexel s salesforce, while ensuring better customer retention. Customer lifecycle man- agement is fine-tuned with tools suggesting actions for each account analyzed. Precise and customized actions are designed for each customer according to their position in a model cycle. Analyzing their orders also allows their needs to be anticipated and the corresponding equipment or services to be proposed. In France, the Rubbics app offers office-based and traveling sales representa- tives real-time monitoring of their customer relationships. The Electronic Data Inter- change (EDI), operating from system to sys- tem between Rexel and its key customers, is another important back office development. This system offers large groups direct access to Rexel s services via their own ERP (Enterprise Resource Planning) system, from catalog browsing, to ordering, to in- voicing. In Europe, over 1,000 key large companies rely on EDI.

Rexel online sales growth in Germany between 2015 and 2016.20%