Bouwmaat is an omnichannel B2B wholesaler for construction materials. Personal attention is very important to Bouwmaat customers. SPARQUE’s personalized product listings and search results, personalized category navigation and recommendations help each customer quickly find their preferred materials. Their motto: “Bouwmaat gets me”.
Construction professionals have strong preferences for familiar applications, materials and brands. Therefore, Bouwmaat displays the products in search results and listing pages in a personalized order for each customer. The visitor sees familiar products and brands on top, while products that cannot be shipped immediately are ranked at the bottom. For customers, it is easier to find the right products as they can relate more to what is displayed. The improved customer experience pays off in higher conversion rates and order values.
High quality on-site search is a the result of incorporating customer behavior in the search algorithm. This way, search results appear in the order that customers expect. Construction professionals like to work with materials they are familiar with. Therefore Bouwmaat presents familiar materials and brands on top to shorten the search. Customers feel better understood, which contributes to a better customer experience.
Bouwmaat use dynamic filters for search and navigation. Dynamic filters display only categories that are used in search results.
This is handled via properties on products. When enough products in a result set share a specific property, this property can be used as a filter. When 50 of 100 products in a result set share a unique property, and the relevance limit is 50%, then this property becomes a dynamic filter option.
E.g., when you search for ‘drill’ you will get drills and a few drilling machines. As long as 50% of the products have a ‘diameter’, this property will be shown with all options present (3mm, 4mm, etc.) as a filter.
How does it work? SPARQUE.AI's unique Build-your-own-algorithm feature ensures your search always reflects your logic in your online store. The order data tells you about prior purchases and brand preferences. These preferences are applied to the product categories a customer bought from, as well as related categories.
Dynamic filters, too, are the result of a made-to-fit algorithm. Whether you prefer to put more emphasis on general and most-used filters or you generate filters dynamically from a set of properties - that's totally up to you!
Recommendations by SPARQUE result in 5-10% higher order value and significantly (+20%) higher conversion. The Bouwmaat customer gets products presented that fit their journey, dictated by the job at hand. When they see they can complete their order without consulting other suppliers, too, this speeds up the ordering process. The efficient and reliable buying also increases customer satisfaction. Of course, to get the best possible recommendation, individual preferences are taken into account. Construction professionals have strong preferences for familiar applications, materials and brands.
How does it work? SPARQUE.AI’s unique Build-your-own-algorithm feature will get the most out of your data. Of course, the algorithm uses order data, but where other engines cannot go beyond ‘frequently bought together’, SPARQUE.AI also uses order data to determine prior purchases, individual combinations and how strongly the customer feels about each brand. Also noteworthy is that SPARQUE.AI weighs all the items present in the cart to predict the best overall cross-sell recommendations.
Products appear on the listing page in the order customers expect. Construction professionals like to work with materials they are familiar with. Therefore Bouwmaat presents familiar materials and brands on top to simplify navigation. Products that have a longer delivery time or are unavailable temporarily appear lower. Customers feel better understood which contributes to a better customer experience.
How does it work? SPARQUE.AI's unique Build-your-own-algorithm feature ensures your search logic always incorporates the logic of your online store. The order data tells you about prior purchases and brand preferences. These preferences are applied to the product categories a customer bought from as well as related categories. Persuasive merchandizing? Done.
Bouwmaat creates, queues and sends e-mails using the Ternair marketing automation tool. The personalization is done via SPARQUE.AI. The various modules in an email template can call different SPARQUE.AI APIs in order to display the most relevant campaigns, promotions or blogs. Each recipient literally receives a different e-mail with unique and personalized content. They take individual behavior and preferences into account - and benefit from opened, read and converting communication.
How does it work? SPARQUE.AI’s unique Build-your-own-algorithm feature connects preferences derived from order data with website visits. This way, Bouwmaat uses both what is known and what is the current peak of interest. The logic is flawless for Bouwmaat customers. They don't put promotions in the e-mail of equipment someone recently purchased. They rather display other equipment of the same brand. Products have been viewed but not purchased? If that category has a promotion, it will show up in the e-mail. One-to-one email every time? Done.
"SPARQUE helps us turn customer data into immediate, effective and versatile support for our customers. It fuels our passion to provide the best possible experience for our customers."
Nick Vieberink, Manager Marketing & E-Commerce
