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Bunzl Distribution Logo

A Customer-First Approach to Replatforming

Bunzl Distribution Logo

A Customer-First Approach to Replatforming

The Power of The Present and the Force of the Future

Founded in 1981, Bunzl Distribution is a large distribution group that provides more than 100,000 products to markets including food service, grocery, safety, cleaning and hygiene, retail, healthcare and more. Bunzl distributes outsourced food packaging, disposable supplies and cleaning and safety products.

Today, Bunzl Distribution owns and operates more than 100 warehouses that serve all 50 states, Puerto Rico, Canada, the Caribbean and parts of Mexico. With more than 5,000 employees and 400,000-plus supply items, Bunzl is a leading supplier with worldwide sales in excess of $10 billion.

Over the last 10 to 15 years, Bunzl has grown in acquisitions. Along with the acquisitions, the company has acquired multiple eCommerce platforms. Thus, Bunzl launched a long-term eCommerce strategy that outlined their future digital and eCommerce goals. They needed to consolidate each platform and make the move to a solution that could handle all their needs.

Customers at the Core of Digital

From the beginning, Bunzl put their customers at the core of their digital strategy. Bunzl needed to build a stronger solution for their customers.

“It wasn’t going to be an IT initiative. It wasn’t going to be a marketing initiative. It was a customer initiative,” said Cesar Pereira, Director of eCommerce at Bunzl.

Bunzl’s approach was all about the customer. They conducted focus groups with various customers asking them what they liked in each of their eCommerce platforms, and what changes they wanted to see moving forward.

Among the things customers asked for included:

  • Better search
  • Real-time data like inventory, order status and other information
  • Mobile experiences
  • Modern look and feel
  • User-friendly and intuitive
  • Internal analytics for customer service and sales teams

Bunzl looked at their limitations and figured out how to turn them into opportunities, improve upon them and turn them into a competitive advantage in their market. In the video below, learn how Bunzl created a SWOT analysis that ultimately helped them improve their digital strategy.

 

Gaining Buy-In and Implementing eCommerce

Bunzl knew they wanted Insite as a platform. When they began implementation they asked their implementation partner, Perficient Digital to build a prototype that addressed all the customers’ pain points from search, to real-time inventory, to mobile and beyond.

To gain buy-in from the entire team and move all the experiences onto the InsiteCommerce platform, they were able to use the prototypes to show the “before experience” next to the “experience after Insite”.

Bunzl didn’t just talk to customers before they built their site, they also talked to customers during implementation. They let their customers interact with the mockups of the website to test usability and ensure it was intuitive.

Since implementing InsiteCommerce, Bunzl has seen very positive feedback. Some of the customer feedback they heard before, during and after implementation included:

“The site looks really good…it seems like it would be really easy to use, and to find what you need, add to your cart, while tracking your budget at the same time.”
“The intuitive design and improved product information dramatically reduced the time to train new store associates.”
“It’s a massive improvement over what we are using today. It is something that will work beautifully for us.”
“I think the information is straightforward. Looks easy to maneuver within the site.”

Gaining Buy-In and Implementing eCommerce

Bunzl is focused on continued improvement of their eCommerce solution.

“There’s not going to be an end in two years or three years. We’re going to be continuously improving. We are focused on continually adding value to our business and our customers,” said Cesar Pereira.

To learn more about Bunzl’s eCommerce replatforming journey check out Insite’s webinar, You’re Being Lied To: The Truth About Choosing the Right eCommerce Solution for your Business.

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