RS Components (RS), the trading brand of Electrocomponents, the global distributor for engineers, has won the ‘Customer and User Experience’ award at The Digitals 2014, defeating finalists that included Primark, Asda, Transport for London, LV=, and The Royal Navy. The award was presented for the company’s successful work to transform the product search, purchase and tracking facilities on its website to improve customer satisfaction and increase traffic conversion.
Keith Reville, global marketing director at Electrocomponents, said: “The Digitals look at the very best eCommerce sites and customer experiences from leading B2B and B2C companies, so we are extremely proud to be chosen for this award; it acknowledges our continuing efforts to deliver a sector-leading user experience for customers all over the world. With 60 websites, mostly in local language, and around 500,000 products at over 10m price points, the scale of our achievements is enormous.”
The transformation of the customer experience focussed on improving the speed, efficiency and ease of finding and buying a product on the RS website and was guided at every step by customer feedback and behaviour. RS analysed extensive global data to identify key customer concerns and frustrations and implemented an Agile methodology that enabled it to achieve unprecedented levels of collaboration across the business to introduce and test the enhancements made. The transformation resulted in significant benefits to sales performance and customer satisfaction while also revolutionising the working culture at RS.
In making the award, the judges applauded RS for the scale of the changes made to its website, which have materially improved the customer experience; the analysis and incorporation of multiple customer inputs and feedback; its transition to Agile, which was a challenge for an organisation of its size and history; and the levels of collaboration seen across the entire business.
The Digitals celebrate, recognise and award excellence in digital marketing and eCommerce.