INDI x Raptor
How INDI is transforming the B2B buying journey with personalization
Industry
B2B
As a B2B, you face some pretty unique challenges.
Your customers have their own clients to serve, and they depend on you for fast, reliable, and intuitive service.
Streamlining this buying journey was exactly what INDI, a major retailer of technical parts, aimed to tackle.
About INDI:
- INDI is a major wholesaler of technical parts in the Netherlands.
- Over 220.000 SKUs online and 450.000 SKUs available.
- No account managers – all purchases are made through e-commerce.
- No ABC system: All customers are equally important.
- 10.000 active customers.
The challenge
INDI’s business is all about making life easier for their customers.
Their main goal is to create a fast and accessible purchasing experience for B2B buyers, especially engineers and technicians with very little extra time on their hands. They wanted to help their customers quickly find the exact parts they need from a vast inventory – and deliver them within hours.
“To us, Raptor is much more than a tool for up- and cross selling. It’s a way for us to make our customer’s processes faster and easier, so they can get the parts they need to get their work done“
To tackle this challenge, INDI is using Raptor to personalize the recommendations on their website, in e-mail newsletters, and their search results.
With Raptor, INDI achieves:
3 million yearly impressions
Increased page views per session
(4 vs. 1,91)
Session duration +3 minutes
Conversion rate over 2%
(pageview-to-order)
Search, compare, and inspire
Imagine having to find the right bearing in an assortment of 17.000 different types.
Even with the right size and name, it can take a while to find the correct part, and mistakes are common. This is especially frustrating for professionals who need to get back to their projects quickly.
This is where the right search recommendations can make a big difference.
Search Recommendations explained
Raptor’s Search Recommendations has two main features:
- Behavior-based re-ranking:
Raptor considers specific user behaviors, such as clicks and purchases, to create relevance patterns. This data is used to re-rank the on-page search results, positioning the most relevant products at the top of the search results page for each individual user.
- Category page re-ranking:
Raptor also re-ranks the products on category pages based on user behavior. As users navigate the site and express various interests, the products on category pages are rearranged to show the most relevant items at the top.
Raptor’s Search Recommendations show visitors the products they’re most likely looking for based on their site behavior. For specific industries, like Food production, Raptor prioritizes relevant products and filters out the rest. And once the customer is on a product page, Raptor also helps them explore and compare.
With complex products, for example hydraulic cylinders, Raptor’s Website Recommendations will show comparable products for different solutions.
For customers who frequently buy the same items, Raptor’s algorithm can suggest new products outside their usual categories, such as work clothes, increasing cross-category sales.
Personalization creates results:
On INDI’s first page of the search results/category page, the average conversion rate increased from 8% to 12% over the course of three weeks.
Before
After
Even more striking, the average conversion rate on the first product of a search result was 30% witout Raptor. With Search Recommendations enabled, it increased to 50% during the same three weeks.
Before
After
Different roles, different recommendations
In B2B, multiple people are often involved in a purchase. Engineers, purchasers, managers, and many others are a part of the buying process, and it’s helpful to be able to differentiate between different roles and needs.
To solve this, Raptor is not just looking at cookie IDs of INDI’s customers but also individual user IDs. This way, every recommendation is tailored to the specific role, so they can find exactly what they need every time.
Raptor is involved in 84% of all revenue.
Raptor is involved in 20% of direct purchases.
“At INDI, we don’t use account managers, so it’s really important to us that the buying process is fast, intuitive, and accessible for everyone, even those who aren’t good with computers.”
A helpful reminder with
E-mail Triggers
For INDI’s customers, getting their products delivered on time is paramount. That’s why INDI uses E-mail Triggers to remind customers of abandoned carts, ensuring they place orders before the 6 PM cutoff for next-day delivery.
These reminders help customer fulfill their everyday tasks – while significantly boosting conversions:
%
Open rate
%
Conversion rate
Take-Aways
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