Legrand, Making Strategic Innovations Accessible to the General Public
A specialist in electrical and digital infrastructures, with operations in nearly 90 countries, Legrand has innovation at the heart of their strategy, with the aim of supporting the general public in the revolution of the smart home and networking equipment. With 39,000 employees and annual sales of €6.5 billion in 2019, Legrand is the leader in the market.
The market for home renovations coupled with the potential of smart home equipment is growing significantly. Since the launch of their new non-commercial website promoting their connected products line, Legrand sought to facilitate access to their innovations for the general public while deploying a solution adapted to their B2B products.
With a non-commercial site and communications focused on the use of their innovations, Legrand needed to transform their educational content aimed at curious consumers into qualified traffic that is conducive to conversion. Facilitating the purchasing process by referring customers to points of sale that carry their products is in line with the group's innovation strategy.
Without overhauling their distribution strategy, Legrand aimed to enhance their commercial website and community communications with a customised solution to facilitate the buyer journeys of their audiences and measure the impact on conversions, simply and without any complex IS interventions.
Facilitate the buyer journey and analyse its fluidity in order to optimise it, increase sales volume and measure the impact of communication media on conversion rates.
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