Maxeda DIY Group has 4 DIY formats: Praxis and Formido in the Netherlands, Brico in Belgium and Luxembourg and Plan-it in Belgium. Praxis and Brico shares the same eCommerce platform launched back in July 2018.
Location Data to offer Click & Collect buying experience
Maxeda DIY Group is deploying a new digital omnichannel strategy to be closer to its customers and to excel in a competitive sector. The e-commerce sites of Praxis and Brico have been redesigned to create a holistic marketing process, promoting both online ordering and traffic generation in points of sale.
Given the fact that in the last period geolocation impacts progressively customer journey, the interest of a fast and efficient implementation grew steadily among corporate businesses. From the start, Google Maps Platform was considered by the Dutch brand for obvious reasons in the geolocation integration process. As summarised by Luuk Roestenberg, Maxeda DIY Manager Digital: "The choice was made naturally, first of all, because it is an easy solution to implement, second, because there is no equivalent in terms of availability of APIs, and third, simply because everyone knows and uses Google Maps! "
Indeed, for Maxeda the challenge is represented by its size, as the management needs to consider the ability to successfully respond to demand and efficiently manage resources. The new eCommerce platform allows customers to make their purchases online and have their products delivered at home. However Maxeda can also leverage their extensive store network, by encouraging its customers to visit its points of sale. There is always a Maxeda Store close by and because of stores size, most of the times products are in stock. That’s the reason why Maxeda is promoting Click and Reserve feature, to enable customers to buy items online and pick them up in-store.
Google Maps Platform helps the DIY Company to provide a seamless experience to customers guiding them on their online journey and offering more convenience. For example, Maxeda technical teams leverage Google Maps Platform to show Praxis and Brico closest stores where the desired product is in stock. In this way customers save time and energy which contributes to their satisfaction review. In order to identify these points of sale, their websites use the Geocoding & Geolocation APIs, which compares the distance of the stores from the address entered, and thus proposes a list of points of sale sorted taking into account the proximity.
For the input fields, Praxis.nl and brico.be rely on Places API, which allow web users to find their addresses automatically by returning location suggestions while users type. Maxeda benefits from the 150 Millions of P.O.I. from Google.
"As a retail company with a large amount of stores it is extremely important to connect this offline store world with the online platform and consumers. Google Maps enables and makes it easy for us to make this connection."
—Luuk Roestenberg, Manager Digital, Maxeda DIY Group
Accelerate Checkout Process and Reduce Cart Abandonment Rate
To accelerate the crucial process of checkout and thus reduce the cart abandonment rate, praxis.nl and brico.be also rely on Places API for entering the delivery address and automatically distributes the respective values: street name, postal code, city in the right fields. By using Places API' standardised address base, Maxeda DIY Group also cuts down the rate of failed attempts to deliver caused by incorrect addresses.
Maxeda DIY Group continuously considers opportunities of delighting its customers and recently initiated the development of an mobile application. In this regard, the Dutch brand collaborates with Web Geo Services, which launched Woosmap, a the location intelligence platform, to integrate its Mobile SDK into its application and to push geolocated notification campaigns.