Suzana Bulearca | PBSL Group | Unlocking Insights and Business Rich Data through Adobe Commerce

Summary

Susanna Bela, Managing Director at PBSL Group, discusses the company's tech and data-driven approach to achieve personalization and business growth. She highlights challenges in the construction industry, the importance of understanding diverse customer needs, and the role of data in improving customer engagement, product recommendations, and overall business strategy. The presentation also emphasizes the significance of people in interpreting and applying data creatively for sustainable growth.

Takeaways

• 🏗️ Susanna Bela, Managing Director at PBSL Group, is an experienced digital industry professional with over 15 years of experience in both agency and client-side roles.
• 🏢 PBSL Group is a leading independent supplier of construction and building supplies in the UK, operating five branches and nine websites, aiming to provide top-quality products at competitive prices with high customer service standards.
• 🛠️ The construction industry, though not typically seen as high-tech, faces significant challenges in embracing new trends and technology, which PBSL Group is addressing through a tech and data-centric approach.
• 📈 Susanna emphasizes the importance of understanding the diverse customer base, which ranges from DIY enthusiasts to large developers, each with different needs and expectations.
• 📊 Data is central to PBSL Group's strategy, helping them understand their customer base better and serve them more effectively, profitably, and in a way that is relevant to them.
• 💻 The company's technology stack is built around three key systems: Magento (an open-source platform), their ERP system, and MAP Digital (a CDP and email marketing platform), all designed to collect and utilize customer data.
• 🔍 PBSL Group uses data to optimize email marketing campaigns, answer questions about creative messaging, campaign timing, and audience segmentation, and to automate email and SMS journeys for personalized communication.
• 🛍️ Product recommendations, both online and at the trade counter, are driven by data analysis, aiming to upsell and cross-sell by ensuring customers have all the necessary components for their projects.
• 🔍 The company also uses data to improve the online search experience, ensuring that customer queries are directed to the most relevant products and categories.
• 📊 Beyond marketing, data is used to inform business decisions across various areas, including sales, account management, pricing strategies, procurement, and branch expansion strategies.
• 👥 Finally, Susanna highlights the importance of people in the digital transformation journey, emphasizing that while technology and data are crucial, it is the people who interpret and apply this data creatively that ultimately drive sustainable business growth.

Q & A

Who is Susanna Bela and what is her role at PBSL Group?

Susanna Bela is the Managing Director at PBSL Group, the UK's leading independent specialist supplier of construction and building supplies. She has over 15 years of experience in the digital industry, working both agency and client-side, and is responsible for setting up and leading the marketing proposition at PBSL Group.

What is the mission of PBSL Group?

The mission of PBSL Group is to source top-quality products at competitive prices, offering high customer service standards, expert advice at all stages of a project, and to continuously add to their product portfolio to fulfill the niche requirements of their audience.

What challenges does the construction industry face according to the transcript?

The construction industry faces challenges such as being traditionally slow to pick up on new trends and embrace technology, dealing with a large and complex audience with diverse needs, and the pressure from large developers on pricing and logistics.

How has COVID-19 impacted the construction industry as mentioned in the script?

COVID-19 has brought a massive change to the industry, forcing it to quickly adopt technology as physical stores were closed and transactions had to move online. This sudden shift has also seen big players with large budgets enter the market, increasing competition and pressure on profitability.

What is the key strategy PBSL Group has adopted to compete in the market?

PBSL Group's key strategy is to leverage data and be smart about it. They have built a business architecture centered around data to understand their customer base better, serve them more profitably, and in a way that is relevant to them.

Can you describe the technology stack PBSL Group uses?

PBSL Group's technology stack is built around three key pillar systems: Magento as the open-source center, their ERP system, and MAP Digital which is their CDP and email marketing platform. They have selected technologies that work in a headless, composable structure, and have built their own solutions where necessary.

How does PBSL Group utilize data for email marketing?

PBSL Group uses data for email marketing to answer optimization questions, such as which creative message works better for different audiences, the best timing for campaigns, and to create automated email and SMS journeys for personalized messaging at scale and at the right time.

What is the purpose of the loyalty programs that PBSL Group is developing?

The loyalty programs are in development to keep customers engaged with PBSL Group's brands, maintain their loyalty, prevent churn, and identify potential churn before it happens to intervene effectively.

How does PBSL Group use data for product recommendations both online and at the trade counter?

PBSL Group uses data for product recommendations to upsell and cross-sell, ensuring customers have what they need for their project. They conduct A/B testing and incorporate product knowledge from sales teams to improve recommendations and overall basket value.

What role does data play in improving the search experience on PBSL Group's websites?

Data helps improve the search experience by understanding customer queries and ensuring they are directed to the right product categories or articles. This helps customers find what they need, even if they are unsure of the specifics, thus reducing friction points in the online journey.

How does PBSL Group apply data to understand the role of various communication channels?

PBSL Group uses data to understand which channels are better for acquisitions and retention, how to reward them appropriately to drive business growth without cannibalization, and to identify the profitability per channel and customer segment affiliations with particular channels.

What is the significance of investing in a headless Magento system for PBSL Group?

Investing in a headless Magento system allows PBSL Group to deliver a fast and modern user experience. It is part of their strategy to create a seamless experience between online and in-store interactions, enhancing the overall customer journey.

How does the transcript emphasize the importance of people in the context of data and technology?

The transcript emphasizes that while data and technology are crucial, it is the people who interpret and apply the data creatively to the wider business context that truly matter. Getting the team invested in the journey and loving the data and tech is key to achieving sustainable business growth.