Wholesale, Industrial & Commercial

Rousseau Metal Created a Robust B2B eCommerce Platform

Find out how the metal company, Rousseau Metal, created a robust online eCommerce tool for their B2B customers to design bespoke storage solutions.
+23% Pageviews (YoY)
+27% Mobile Visitors (YoY)
+227 Bay Design Forms Completed (YoY)

The metal company needed a global B2B eCommerce solution.

For 67 years, Rousseau Metal has produced innovative, durable, and superior quality storage solutions. They serve B2B customers from a wide range of industries: warehousing, manufacturing, automotive, laboratory, hospital, governments, aeronautics, and mining. Rousseau products are famously modular and customizable, and are used everywhere from small garages to major industrial sites. But Rousseau Metal’s clients were dealing with a confusing eCommerce website which was extremely hard to maintain. Their biggest challenge was to build a feature-driven website that would stand the test of time. To tackle this, Rousseau Metal looked for a robust digital partner to create an all-new B2B eCommerce platform. Magento was the perfect fit.

B2B eCommerce - Rousseau

One of the chief business objectives was to place the end-client at the heart of their digital strategy. Rousseau Metal also wanted to increase the number of sales leads generated by the B2B eCommerce platform. Secondary objectives included enhancing overall customer experience to be in-sync with Rousseau Metal’s high customer service standards.

We needed a flexible solution that would adapt to our requirements: to update content on our website ourselves and to categorize thousands of products. As a robust and adaptable platform, Magento Commerce proved to be the ideal solution.

Rebecca Dube
Marketing/Web Project Manager, Rousseau Metal

Content comes first, even in B2B eCommerce.

Rousseau Metal chose Magento Commerce, and conducted a rigorous analysis with their partner agency, Le Site, to craft a clear set of requirements, wireframes, and plan of action. To make the sales process easier, Rousseau developed a custom module allowing clients to make quote requests via an online form. Those requests are automatically sent to Rousseau Metal’s ERP system for fast follow-up.

B2B eCommerce - Rousseau

Next, they wanted to allow their customers to design their own workcenters. They created a Bay-Design configurator to allow clients to customize their technicians’ bay by customizing colors and adding accessories. Once the design is complete, customers get a full list of SKUs for all bay components for easy quote submission.

Throughout the project, Rousseau Metal focused on providing rich content to support their clients’ decision and creative process. They invested in creating compelling case studies, product photography, corporate and product information. The Bay-Design tool took their B2B eCommerce site to the next level. With deeper content and a more B2C-like experience, prospects now enjoy their entire experience with Rousseau Metal—all the way to checkout.

A totally customizable B2B eCommerce customer experience.

Development started in December 2015 and the B2B eCommerce site was launched in March 2016. The results were dramatic, including a drastically improved user experience. Rousseau Metal’s clients were raving about the content available on the new B2B site.

B2B eCommerce - Rousseau

The intuitive and modern take on the Bay Design tool enabled Rousseau Metal to differentiate itself from competition, by highlighting the ease-of-use of its modular product line. The tool is now used daily by both internal and external stakeholders, resulting in a 227 percent increase in completed Bay Design quote requests. It also won Rousseau Metal the prestigious Magento Excellence Award for Best B2B Experience at the Imagine Conference.