Bricoman is part of the Adeo Group (Leroy Merlin, Weldom...), the world's 3rd largest home improvement retailer for individuals and building professionals. Thanks to its network of 38 stores and the expertise of its 2,300 employees, Bricoman has become the benchmark partner for building professionals. Bricoman stands out for its wide range of products, competitive prices and guaranteed immediate availability of stock.
Challenge: shorten delivery times and offer the same customer experience, regardless of the sales channel
While Bricoman also serves private customers, its focus on the customer experience is primarily geared towards building professionals, who are often on the move, pressed for time, particularly to orchestrate the orders required for the various projects underway. Some prefer to place orders remotely, contacting their usual store by e-mail or telephone. Others prefer to use the Bricoman e-commerce site , even outside store opening hours.
Bricoman stores remain places of exchange, organized by universe (electricity, carpentry...) where specialized advisers accompany customers. Customers are equipped with tablets, equipped with a business application to take orders or make quotations directly on the shelves. Until now, the system didn't handle payments, forcing craftsmen (who were already in a hurry) to go to the checkout, potentially waiting in line. It was therefore essential for Bricoman to deploy a payment solution adapted to the habits of professionals, across all purchasing paths, with the same level of customer experience.
In addition, the construction market is characterized by very high average shopping baskets. Bricoman customers, accustomed to paying by credit card, were often confronted with payment failures due to their CB limit being reached. The alternative was the classic bank transfer, generating processing times (between 3 and 7 days), blocking the immediate processing of the order and lengthening delivery times, even in the case of stock...
We need to free ourselves from the constraints of traditional payment methods, and take advantage of all the benefits that payment by bank transfer can bring.
Immediate transfers: the ideal solution for cashing large amounts and streamlining orders
Bricoman has implemented the Fintecture Immediate Transfer solution in order to :
Cash high average baskets with no upper limit
Payment by Immediate Transfer is an account-to-account payment. By choosing Fintecture, Bricoman customers are no longer blocked by their card limits, or run the risk of being blocked when making subsequent purchases. In this way, the immediate transfer has significantly improved the payment conversion rate and resolved a major sticking point for the company's customers.
Offer an optimal customer experience, whatever the purchasing channel (online, remote, in-store)
With Fintecture, Bricoman customers now enjoy a seamless shopping experience, with no interruption in the payment process. Unlike traditional bank transfers, they don't have to manually enter an IBAN from their online bank. The transaction is carried out from the Fintecture payment pages, where all information is pre-filled: amount, reference number, etc. Customers are then redirected to their banking space to validate the payment. The payment experience is similar to that of an online credit card payment - a fluid process with which they are familiar, whatever the context!
They find the same solution for their purchases on the bricoman.fr website or directly on the shelves: advisors can now cash their customers on the spot. For this purpose, Bricoman has integrated the Fintecture payment solution into its business software. In just a few seconds, the advisor generates a payment link in the form of a QR code. The customer "flashes" the code with his smartphone and can pay for his order: a much-appreciated service, which avoids the need to go to the checkout!
In the same way, for telephone orders, Bricoman advisors generate a payment link that they add to the customer's quote or order form before sending it by e-mail.
Get instant confirmation of payment to start preparing and delivering orders immediately
Up until now, the incompressible delay inherent in the traditional SEPA transfer did not allow Bricoman to launch the customer's order immediately. Even if the goods were available, the company had to wait for the funds to be received before launching the preparation. This was a real loss of earnings in order to be able to meet the urgent demands of certain construction sites and to have optimal stock management. Now, Bricoman receives immediate confirmation of payment and can prepare and deliver the order in record time: a differentiating factor for customers used to just-in-time delivery!
Results: satisfied customers, increased sales
A measurable return on investment
Fintecture has allowed Bricoman to increase its turnover without increasing its acquisition costs:
- On the bricoman.fr website, the solution has improved the site's conversion rate by reducing payment failures and encouraging repeat purchases: additional sales that would not otherwise have been possible, partly because of the CB limits.
- Bricoman has also transformed its traditional order-taking channels into integrated sales channels. The Payment Request now enables teams to convert quotations remotely and collect sales on the shelves, without the need for an Eftpos terminal.
- In addition, Bricoman is able to handle all orders, including the most urgent ones, and to keep a strong logistical promise: to deliver its customers within a day or even half a day!
This enables us to address sales development levers that we weren't doing before. Sometimes 30% of a Bricoman store's sales are generated by this payment method.
A loyalty lever
Professionals are very enthusiastic about this payment experience. More than a payment solution, Fintecture is a marketing lever in its own right that actively participates in building the loyalty of demanding customers. This is essential for the BtoB market where repeat purchases and average shopping baskets are very high.
"Our customers who have had a taste of this payment experience are returning."
A successful deployment
After a test in a few stores, the Immediate Transfer Fintecture was rapidly deployed throughout the Bricoman network in France and Spain. To simplify the adoption of the solution by employees and maximize its use, the solution was integrated via API into the Bricoman business application, used by advisors to take orders.
The first challenge was to make the experience simple for our employees. And it is. Today, he doesn't realize that he's charging our customers. Our customers, on the other hand, realize that they're paying directly on the shelf!
