Legrand is a global specialist in electrical and digital solutions for buildings of all kinds, with presence in more than 80 countries. Although over half of its business in North America is in commercial and industrial sectors, Legrand is rapidly expanding into the consumer market. After working with valued Sitecore® partner, Engagency, on previous Sitecore projects, Legrand once again trusted Engagency to lead their e-commerce initiatives and enable the first direct-to-consumer sales in Legrand’s 156-year history.
The online commerce capabilities allow consumers to browse and specify products, add them to a shopping cart, and then have a seamless checkout experience—all without leaving the Legrand site.
- Build revenues through Legrand’s direct-to-consumer channels, in addition to existing retail partners
- Enhance the Legrand brand with a creative digital experience that builds consumer awareness and affinity
- Meet time-to-market urgency in a fast launch
- Minimize technology complexity with a common platform to support all sites
- Sitecore® Experience Platform™ 7.5
- Sales success: Enabled company’s firstever direct sales; online sales consistently exceed expectation
- Streamlined, brand-boosting buying experience: Increased consumer engagement and customer satisfaction
- New efficiencies and cost savings from standardization: Eight Legrand websites and 12 brands now run on Sitecore
- Fast time-to-market achieved: The new commerce site launched in just four months
Matching customer expectations and experience
Legrand’s adorne® collection was the first to be sold direct to customers online. These stylish light switches, lighting controls, electrical outlets, and USB wall chargers are a designer’s dream, adding elegant finishing touches to every room in the home.
Previously, US customers wanting to buy the adorne collection were directed from the Legrand website to a channel partner’s site or store location. This created “a disconnection between the sleek, stylish product presentation on Legrand’s site and a utilitarian purchase experience,” says Jason Perry, president and CEO of Sitecore partner Engagency. Shopping was inconvenient and sales were lost.
With Engagency’s help, Kevin Vallez, Legrand’s eCommerce director, adds, “By creating a mood and style that permeates the end-to-end shopping experience, we are validating the customer’s appreciation of aesthetics and attention to detail.”
Embedding the shopping experience
The Engagency team built a solution that integrates .NET-based uCommerce into the Sitecore platform. “uCommerce works seamlessly with Sitecore, allowing us to completely customize the commerce experience,” Perry says, “Sitecore brings a third dimension of online commerce—marketing automation and hyperpersonalization— while merging data from multiple tools, to guide customers down the path to conversion.”
Sales within minutes of going live
A streamlined, user-friendly buying experience was created for Legrand in just four months from start to finish—significantly faster than the industry standard. Since going live, sales of the adorne collection and other products now sold direct-toconsumer have exceeded expectations. More important, Legrand has established a new level of consumer engagement while increasing overall customer satisfaction.
“We wanted a convenient buying experience that reflected the attention to detail we put into every product,” says Vallez. “Our launch of the adorne collection marked the start of a whole new chapter in Legrand’s customer relationships.”
Standardizing on Sitecore
Beyond the e-commerce launch, Legrand has gained numerous benefits from Sitecore, which the company first deployed in 2008. “Prior to Sitecore we had several different websites running on different platforms, and spent a lot of time and money to maintain them,” Vallez recalls. “We merged everything onto Sitecore, Legrand’s common content management platform.”
As a result, Legrand has realized significant efficiencies and time-to-market improvements for its digital properties. It currently runs eight sites and 12 brands on Sitecore. “These used to be separate businesses and have become product lines under Legrand,” he explains. “Having Sitecore as a single CMS has allowed us not only to have a single platform for multiple brands. We’re constantly acquiring new companies. Our first step is to get them onto the Sitecore platform. Then, if we want to merge these new brands onto our flagship site, they’re ready to go. That transition is so much easier with Sitecore.”
The efficiencies extend to the teams working on Legrand’s digital presence. Vallez can scale teams up or down to meet any deadline or requirement. “We are standardizing on similar Sitecore templates, to leverage that work across multiple sites,” he concludes. All members of the team are trained on Sitecore and can support any of the businesses on the platform.