WOLSELEY

Making Wolseley the customer’s B2B brand of choice whilst driving sales across multiple divisions via Social and CRM.

BACKGROUND

A multi-divisional B2B business, Wolseley are one of the UK’s leading suppliers to the construction industry, providing products to five key operational divisions - Plumb and Parts, Bathrooms, Pipe, Drain and Climate.

Serving multiple audiences - from being a trusted supplier to plumbing & heating engineers in SMEs, to being the UK’s leading specialist supplier of commercial and industrial refrigeration, air conditioning, pipe and heating systems, Wolseley tasked Positive with a brief to increase their £1.8bn share of a £3.3bn UK market.

Key to their brief was the consideration and development of their Social Media and eCRM channels, growing their audience engagement rates to drive inbound website traffic and ultimately conversions on the back of this.

THE WORK

Plumb and Parts Division

We reset the tone of voice in all Social channels to engage SME owners in line with how they use social channels as consumers, providing a mixture of fun, promotion and engaging postings alongside product and loyalty sales propositions.

Climate Division

Utilising LinkedIn and Twitter, we created a new programme of service and thought leadership driven content in a high value sales environment to move the procurement argument away from price and into brand partner propositions.

Utilising Social channels for both strategic and tactical posts, we created a new tone of voice and visual delivery for this highly competitive but profitable division.

RESULTS

63%

Increase in engagement

22%

Increase in data capture

35%

Increase in direct sales
revenues

Using Social Media clicks to build out Wolseley’s eCRM database

Using Social Media clicks to build out Wolseley’s eCRM database, Positive have totally reimagined Wolseley’s CRM programme, structuring it around three new, key pillars of Service, Product/Thought Leadership and Promotion.

We implemented a ‘less is more’ policy so that emails really provide added value rather than nuisance in busy customer inboxes, to drive clicks to highly personalised landing pages based on known purchase and sector behaviours.