Grupo Electro Stocks (GES) is a leading national company in the distribution of electrical, air conditioning and plumbing material in Spain. They act as a link between the manufacturer and the professional installer through points of sale with a B2B business model. They currently have a nationwide sales network of more than 79 points of sale, a logistics centre, a B2B e-commerce platform and more than a thousand collaborators.
As a result, GES has maintained sustainable growth and has positioned itself as the fastest growing national distribution company in the Spanish market.
In their catalogue they have a wide range of own brand products (Electro Stocks, Kilovatio and Fluid Stocks) and leading brands in the market for the construction, infrastructure, industry, renewable energies, telecommunications and special projects sectors.
In addition, in 2019 GES became part of the Würth Group, a world-leading German multinational that markets materials for the industrial and craft sectors, with a catalogue of more than 125,000 products and an annual turnover of €13 billion. Specifically, GES is part of the electrical material division of Würth Electrical Wholesale (“WEG”), where GES maintains its identity and has access to extensive resources that allow it to continue with its expansion project in Spain.
What did we do?
Mindset Digital started working with Grupo Electro Stocks in April 2022 to support and operate the B2B ecommerce part of their business. At that time, GES had a database of 15,000 customers, which were inactive or “dormant”.
The challenge was to reactivate the customer database, as well as support their marketing and sales team to optimise and automate their actions and processes. Mindset Digital also had to audit the analytics of the company’ s marketing actions to understand and analyse how the actions affected the results of ecommerce and web visits and whether they converted into sales.
How did we do it?
At Mindset Digital we have accompanied the sales and marketing team of the Electro Stocks Group to provide support in the main branches of the company’s digital transformation.
Firstly, we selected the most suitable Project Manager for this project, who was responsible for leading the strategy, planning and executing the project together with the Mindset Digital team. In addition, we established a weekly 1-hour meeting to follow up on the KPIs, align objectives and actions with the GES team.
As a first step, we prepare audits of digital strategy, analytics and social networks. We conducted audits because at Mindset Digital we believe that analytics is the basis of measurement in order to lay the foundations and start a process of improvement based on growth hacking. In this way, we were able to define more precisely the objectives we were looking to achieve, as well as establish an action plan according to specific needs.
Next, we made a KPI dashboardto see how the digital marketing actions that the team was already carrying out affected the sales of the ecommerce and the brand. Once we had analysed the situation and built the KPI dashboard, we proposed different actions to reactivate the database of “dormant” consumers.
In this case, the client selected the action of implementing a Customer Data & Marketing tool. From Mindset Digital, we developed a benchmark and, in order to choose the most appropriate tool, we conducted demos with the client to select the one that best met the needs of GES customer database activation. Finally, the client decided to work with the Polish Marketing Automation tool SALESManago. To this day, we are still working hand in hand with them on the implementation of this tool. To do so, we met with the entire marketing team to review their customer’s costumer journey and establish an optimisation plan.
