Jip Ten Bosch, marketing and e-commerce manager at Fabory, explains: “Customers tell us they need a partner to help them increase productivity and profitability. The enhancements to the website make it easy for customers to find the products they need, monitor their budgets and track their purchases.”
The website incorporates proven best practices of business-to-consumer online retail in the business-to-business environment. Features include improved ordering functionality, with a utility toolbar added to streamline how customers order through the website. This feature provides access to online order history; personalises order lists; and enables a customer specific order approval process for maximum control. This means that the customer can adjust custom order allowance settings based on budgets and user rights, per buyer and a determined period of time.
Another improved feature is an enhanced search option. With product search generating 75% of Fabory’s website traffic, the goal was to make the search experience as seamless as possible. Over 100 product characteristics help customers narrow their search faster – right from the home page. In addition, the new product detail page includes enhanced images and product specific information to help customers make more informed buying decisions.
Enhancing its webshop functionalities, the company leveraged in-house e-commerce expertise. Fabory’s parent company Grainger Inc was recognised in 2014 as the 13th largest e-retailer in the US and Canada by Internet Retailer. The Fabory website operates on the same core platform as Grainger and leveraging technical resources from the United States.
“We are present throughout Europe so all features are available in 11 languages,” adds Jip. “These enhancements are a foundational step in our ongoing commitment to evolve as the needs of our customers change.”
Having spent a decade in the fastener industry experiencing every facet – from steel mills, fastener manufacturers, wholesalers, distributors, as well as machinery builders and plating + coating companies, Claire has developed an in-depth knowledge of all things fasteners.
Alongside visiting numerous companies, exhibitions and conferences around the world, Claire has also interviewed high profile figures – focusing on key topics impacting the sector and making sure readers stay up to date with the latest developments within the industry.