Driving international growth with responsive, high-quality e-commerce experiences

The Solution

Putting homeowners at the center of the buying journey

Iperceramica teamed up with HCL and HCL partner Var Group Spa to design its new e-store, powered by a B2C e-commerce platform based on HCL Commerce. Fully integrated with Iperceramica’s SAP ERP business systems, the new solution enables the company to fulfill web orders efficiently and with minimal human intervention.

Neri explains: “For many years, we have used SAP ERP to manage our core business processes. For this reason, it was essential that we found a solution that could integrate seamlessly with SAP. Of all the e-commerce solutions we considered, only HCL Commerce offered the tight integration we were looking for. We also have a long-standing relationship with HCL, and our positive experience with the company gave us the peace of mind that we were making the best decision for our business.”

Iperceramica’s new e-store includes the company’s full product offering, enabling customers to browse, compare, and buy products anywhere, anytime. The ability to support different languages and currencies means that Iperceramica can start making its products available to global markets, helping the company to expand its reach and win new customers.

To uncover opportunities to enhance the digital customer experience, Iperceramica has also deployed an analytics tool. By capturing data on real-world customers journeys, the company can identify and resolve potential sticking points—making it easier for customers to find products and check out their baskets.

Neri elaborates: “We increasingly see that customers jump between the online and in-store channels as they move along their purchasing journey. For example, a customer might see a tile they like while browsing our site on their tablet, come into a store to look at the product in person and talk through their questions with our staff, and then complete the order online back at home.

“We now have a more complete picture the customer journey, which enables us to reach out with relevant, compelling content to encourage conversion. For example, if a customer requests a quote online or in store but doesn’t go on to place the order, we can proactively send them an incentive such as a pricing promotion to encourage them to complete the purchase.

“Similarly, if a customer with an open quote re-visits us at one of our bricks-and-mortar locations, our team can quickly and easily retrieve it—regardless of whether the customer requested the quote online or in store. The more information we have about each customer’s unique preferences and past interactions with us, the better we can serve them, and we’re very pleased with the improvements we’re making to the customer experience.”