France Air ambitionne les 30 % de croissance annuelle avec OroCommerce
As a leader in the air handling equipment market, the company achieves approximately 139 million in annual revenue, with 25% coming from exports.
For several years, France Air has been pursuing a particularly ambitious expansion and development policy. This strategy has notably resulted in the creation of several subsidiaries in France and abroad.
Overall, the company is present in 22 countries.
These ambitions are also being realized through the development of France Air’s ecommerce dimension. The company aims to significantly increase its share over the coming years. For the ecommerce sector dedicated to France, France Air aims to achieve 30% annual growth. These ambitious aspirations will be realized through the implementation of a tailored digital strategy and the overhaul of its B2B ecommerce platform “France.” This project is being led by Synolia.
A high-performance and modern platform
Initially, France Air had several websites divided by geographical area. The one dedicated to France allows customers to place their equipment orders. This site is also visited by international customers as it centralizes all of the company’s resources (technical data sheets, professional software, various content…).
Previously on Magento 1, the company opted for OroCommerce, which is particularly suited to the B2B context. “We were several versions behind and experienced many problems and bugs. The platform was becoming obsolete, and it was imperative to evolve”, recounts Loïc Dolbeau, Digital Marketing Manager at France Air.
OroCommerce presented itself as the ideal solution to meet the company’s needs. With this choice, France Air ensured it has a high-performance, optimized, and modern platform. It is also a scalable solution that will support its growth ambitions.
“Customer-Centric” Focus
Throughout this project, France Air has focused on a “Customer-Centric” strategy. Their goal? To optimize relationships with customers to foster satisfaction and loyalty. The company first selected functionalities highly anticipated by its customers and particularly suited to their expectations: multi-cart, quick order, optimized delivery options, Air Express, professional pricing…
Each option was chosen to make the customer journey smooth and pleasant. The customer space was also redesigned to optimize the experience and provide additional services (access to technical documentation and study software). France Air aims to multiply by 5 the revenue generated by the professional space. “Our goal has always been to support France Air customers in their daily activities, from project study to invoicing, through a platform that will provide both transactional and relational expertise”, explains Loïc Dolbeau.
In a second phase, France Air opted for personalization by customizing several elements of its platform. Content blocks and search result lists now adapt based on each customer’s journey. Furthermore, the registration process, checkout, and other components (product sheets, icons…) were also personalized.
This way, each customer and prospect experiences a unique journey tailored to them, contributing to satisfaction and promoting conversion and loyalty. France Air also took advantage of this overhaul to make its site responsive, which was not the case before. A real plus for the customer experience.
A scalable platform
With OroCommerce, France Air has chosen a scalable platform! Thanks to this solution, the company can not only meet its clients’ needs today but also tomorrow. The multiple opportunities offered by OroCommerce are a real boon for considering the future calmly. “The platform is promising and includes many tools that we are not fully utilizing. It’s a great opportunity for us!”, emphasizes Loïc Dolbeau.
In the long term, France Air aims to further enhance the experience delivered, offer additional services, and add relevant functionalities. All the tools are already in place to simplify and accelerate exchanges with customers: the only thing left is to adopt them internally.
Digitalization in sight
This overhaul project also allowed France Air to address a specific market issue: digitalization. The air handling sector in which the company operates has long stayed away from digital, not seeing it as a real opportunity. But in recent years, its players have been increasingly developing in this area.
From the beginning, France Air positioned itself as a pioneer on the subject. The company created its institutional site in 1999 and launched the first B2B ecommerce site in the air handling sector in 2006. But recently, its competitors have followed the same path and are increasingly betting on digital. To maintain its leadership position and continue to differentiate itself from competitors, France Air has adapted and gone even further with this new platform.
Sales team involvement
The overhaul of France Air’s platform dedicated to France required greater team involvement. The sales team particularly benefited from dedicated training and specific support to fully grasp the platform and exploit its potential. New processes adapted to the site were also implemented.
For example, today, sales representatives are notified as soon as one of their clients places an order. This helps both get them on board with the ecommerce project and provide them with better knowledge of their accounts’ current status. Tomorrow, sales representatives could also accompany their clients through the purchase process, assisting them and providing their expertise.
With OroCommerce, France Air is looking to the future! Thanks to this powerful and scalable solution, the company guarantees its clients a reliable and robust platform and a personalized and exceptional experience.
OroCommerce also allows France Air to address both its clients’ needs and the digitalization challenges of its sector. And this is just the beginning… With this new platform, France Air multiplies its opportunities and can calmly envision the future!
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