The Bâtiland group has several dozen members throughout the South West of France. Harmonizing the communication of the network while leaving room for personalization for each sales outlet represents a major challenge for the brand.
Awareness, image, traffic, sales… the team of MOONDA is on all fronts to make Bâtiland simultaneously the expert brand and human brand that accompanies professionals and individuals in their construction work.
To maximize its visibility with individuals, it was necessary to position itself like a consultant that works with confidence or even like a niche of new trend materials. MOONDA’s response was to set up a whole new content strategy bringing real added value: “Les Bons Choix” (The Good Choice) by Bâtiland in 2016 and the “Cahier de Tendances” (Book of Trends) in 2017.
We have completely redesigned the corporate site of Bâtiland to provide the brand with a solid foundation of communication, capable of integrating ambitions relating to the brand image as well as the business generation: from a simple showcase site in 2016, the site took over the direction of e-commerce by integrating the data sheets produced in 2017.
The 53 points of sale have been equipped with a personalized website whose design is controlled by the headquarter but the content is controlled by each member. Automatic news from the network, news and local content, location and service forms by sales outlet ... The retail tool par excellence!
We have designed a store locator that allows a prospect to identify the sales outlet closest to its geolocation, a postal code or a particular city. The store locator gives a look of the map and is directly linked to each adhering website.
In order to create a privileged communication gateway between the sales outlets and their pro customers, the agency designed and developed an extranet. This section is accessible from the corporate website and gives access to specific content by type of business: promotions, sales plans, sponsorship, news ...
4 times a year, a multichannel communication is carried out to boost sales around a strong time. To decorate its interior, to arrange its exterior, to work its isolation ... as many subjects the sales outlet or the distributed catalog with 450,000 copies needs to promote!4 times a year, a multichannel communication is carried out to boost sales around a strong time. To decorate its interior, to arrange its exterior, to work its isolation ... as many subjects the sales outlet or the distributed catalog with 450,000 copies needs to promote!
We have put in place a relational marketing action plan: emailings, newsletters, community management, natural references, paid references...