The secrets of Rajapack.co.uk’s success revealed

Rajapack.co.uk won the award as the best site for online commerce dedicated to companies (brand to brand).

The prize was awarded by the authoritative Netcomm Consortium and TVN Media Group.

But what are the roots of e-commerce success for Rajapack?

This was explained by Lorenza Zanardi, the general manager of the Italian branch of the RAJA Group, during an interesting workshop on B2B e-commerce conducted by Netcomm’s Bagliani.

We report here the salient points of her speech.

Rajapack.it e-commerce numbers

• in 2007, when we launched our online site, only 12% of our turnover came from the e-commerce channel; today we reach 35%;
• orders from the web channel have risen from 16% to 50%;
• also in 2007 only 24% of new customers ordered on our site, today 8 out of 10 customers go online to place their first order with us.

What enabled us to achieve a conversion rate of 3%?

Omnichannel strategy

Surely e-commerce is successful because it is perceived not as a stand-alone channel, but as part of an omnichannel strategy:

This multiplies the opportunities for contact with the customer, who can choose the channel they prefer.

At Rajapack.co.uk, the toll-free number always signals to the user that they have the opportunity to seek advice from one of our experts.

The customer does not like the telephone? He can stay on the site and chat. Chat is very important for conversion, in 2015 11% of chats turned into an order.

Does the user prefer paper? From the top bar of the home page, he can request our general catalogue free of charge.

If the customer wishes, he can receive a visit from one of our sales consultants directly at his company.

Or, if you are active on social media, you can ask us directly on Facebook or Twitter or consult our blog.

This model allows us to engage the customer with comprehensive information, intercepting their needs and supporting them at 360°.

What increases trust and therefore persuasion to purchase?

The user experiencesite pages load in less than 3 sec.

The reassurance: the possibility of returning goods free of charge for up to 60 days.

A broad and innovative offer that complements traditional packaging with an increasing number of more environmentally friendly solutions that are increasingly in demand, especially from our new organic customers.

Social approval, i.e. our customers’ reviews, testifying to the excellence of our service, guaranteed by Netcomm’s Gold Seal, which we applied for and were among the first to obtain.

What drives fluid purchasing?

We offer customers a smooth, frictionless experience that dispels any doubts about the actions they are taking. We achieve this in several ways:

• We have an always visible mini-barrel,
• an intelligent, self-filling product search that always returns a result.
• The customer can view the site in the best format for the device being used.
• Above all, we have clear and comprehensive content that allows the user to obtain all the necessary information without resorting to other channels. Sometimes we even manage to entertain while remaining professional.
• The ultimate goal is to provide the customer with all the information to evaluate and decide in complete peace of mind.

And last but not least, we are constantly improving usability.

Here are two examples of innovations that have improved site performance and speeded up customer searches.

The two engines box-selector and bag-selector allow the desired box or bag format to be found in a few clicks from more than 1,600 available.

When a user uses either of these tools, the conversion rate rises from 3% to 7%.

Also in 2015, we introduced the Rajaprint tool.

This tool allows you to preview over 350 combinations of adhesive tapes and customised shopping bags before finalising your order.

With its launch in just three months, we quadrupled the number of customisations made online.

Time-saving

and customisation e-procurement

More generally, e-commerce takes root compared to other sales channels because it responds to the mother demand of all buyers: to save time.

In addition to quick ordering, negotiated rates accessible online after logging in, and multi-site deliveries, we are working to offer an e-Procurement service aimed at more structured companies that allows them to manage:

• your own customised catalogue with the possibility of integrating customised and non-standard packaging.
• different access rights and spending limits parameterised according to users;
• quick access to order history and administrative documents as well as up-to-date and downloadable reporting;
• punch-out management (i.e. integration of the customer’s management system with our website, the customer thus simultaneously enters his purchase order in his own system and on our website at the same time);

This is an enrichment of the commercial process that makes it more agile and faster, and builds customer loyalty.

The B2B customer is also a B2C customer

In general, the secret of good performance lies in understanding that the B2B user is first and foremost a B2C user. Buyers experience browsing as private users that they expect to come back as professional users. Users are increasingly educated web consumers. This is why we work daily to make the buying process smoother and smarter.

Just in the last few months we are preparing a new site design that will combine usability with new, cleaner and more streamlined graphics.

#staytuned