WATCO
Anthea Turner with Scott Washington, Scott Saunders, Alex Hunt, Ludwig Matt, Watco & Mark Wawman, Citipost
Watco is the UK’s leading manufacturer and direct supplier of industrial-strength paint, repair, and maintenance materials. It won the award for Best Business to Business Performance: Industrial, Technology & Warehouse Supplies sponsored by Citipost.
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Watco focused across 2021 on optimising its eCommerce store to improve overall website performance and the all-important user experience. Trough the addition of new features and improving search and navigation it has enabled its trade users to enjoy a faster and more seamless purchasing experience. Tis has encouraged an uplift in new users and had a positive impact on revenue.
Te business has also expanded its product offering and has taken the opportunity to enter new markets overseas with localised websites. Four new localised eCommerce stores have launched – for the UK, Ireland, France and Germany, with plans developed in 2021 for a future site launch for Poland.
Te Watco App supports customers further and along with targeted, personalised email campaigns and social media campaigns, the team seeks to keep customers reliably informed of new offers.
Many of its products are highly specialised which means that customers can often need advice on specific product suitability for their maintenance and repair projects. As a completely online business, it is key that Watco provides exceptional customer service.
Integration with ResponseIQ enables its site users to request a call from a Watco expert to help with their purchase and in 2021, over 4600 users clicked to schedule a call. An integration with Intercom Messenger connects users to an expert via online chat and in 2021 the app had nearly 109,000 triggered messages.
Having added its new range which takes it, as the name implies, Beyond Floors into products for other industrial maintenance requirements like walls and ceilings, the team has laid the groundwork for organic growth.
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homeofdirectcommerce.com | Direct Commerce
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