Professionalize the relationship with stores

In the DIY sector, the need to visit a store to test or compare tools is still omnipresent, despite the rise of digital technology. Brands must adapt to best satisfy the omnichannel customer during his or her journey. It’s an adpatation that invites a global transformation of the customer request management system within the company, alongside the implementation of dedicated tools.

Castorama, one of Kingfisher’s French DIY, decoration and home improvement retailer chains, has understood this, seeking to perfect the relationship between its points of sale and the head office. Its strategy is based on improved communication between its stores and the company’s support services, as part of a wider transformation program. The group wanted to track store requests and provide visibility on how those requests were progressing, regardless of which department was involved.

The objective was to re-establish a strong link between Castorama’s various store support services. It did so by haromnizing efforts between group experts and partners, including Acticall Sitel (level 1 support), its internal Blue Team specialists (level 2 support), and then other internal services such as Supply Chain, Management Control, Plano, and so on (for level 3 support).

All this was done in order to ensure accurate tracking of store demand. It was therefore essential for the DIY giant to deploy its strategy using a simple and effective tool to restore connections between physical and digital.

A more fluid store experience thanks to innso Interactions

Castorama opted for the innso Interactions solution, a platform published by innso, a subsidiary of Sitel Group. “It makes the Store Experience more fluid and gives the in-store employee access to all their requests. With just a few clicks, it displays request history and processing status, as well as any additional information or questions raised by internal departments,” explains Nicolas Raffin, innso’s General Manager.

The store sends its requests to create delivery notes via email (an email that can lead to the creation of tickets, one per note). Then, via the innso platform,  which is accessible via smartphone or tablet thanks to responsive design, it follows the progress its delivery notes as they are processed elsewhere within the company. The store is able to access a request’s entire history online, or can consult a dashboard interface that summarizes all requests in real time across Castorama’s 103 stores.

This method means the store doesn’t have to contact Blue Team to find out the status of its requests, thanks to fluid communication between various departments and end-to-end monitoring. The in-store employee can answer questions from internal services in a few clicks, then close the request when it has been processed to their satisfaction. It’s a collaborative platform that improves store satisfaction, because the processing of delivery notes, among other things, is optimized, and the processing team gains more time to offer meaningful store support.

“This device leads to a change in methods at Castorama. The platform is designed as a real store relationship service. It’s not just a service desk but traceability of each case or ticket,” explains Nicolas Raffin. The in-store employee can easily transmit a delivery note, without cumbersome administrative management and therefore without “pollution” of the relationship with internal services. The platform also provides the store manager or regional manager with an overview of orders and progress KPIs.

A 360° and real-time view of the customer

After a pilot period in the summer of 2017 in two French stores, Castorama, in partnership with Acticall Sitel and innso, deployed the system in its 103 stores in France in early October. “With innso Interactions, we support companies like Castorama in reorganizing the processing of points of sale to ensure end-to-end follow-up of requests and optimize their processes. innso Interactions can also be extended to customer contact processing across all channels to enable physical points of sale to deliver a relevant and seamless Customer Experience,” says Nicolas Raffin.
An optimized multi-channel commitment, which gives companies a consolidated 360° view of the customer in real time.