Today, Legrand India unveiled a groundbreaking digital strategy that promises to redefine the customer experience in the electrical and digital building infrastructure sector. Named as "E-Shop," this direct-to-customer (D2C) platform boasts a highly interactive website and a suite of digital channels. It is catering to a diverse clientele, including homeowners and remote electricians. As a market leader, Legrand is set to ensure seamless last-mile connectivity in India with free-of-cost deliveries.
This exciting new venture was formally inaugurated by Mr. Tony Berland, MD and CEO of Legrand Group in India, in a recently held event, accompanied by a fresh logo, innovative services, and a pioneering marketing campaign. The E-Shop's success was validated through a rigorous five-month beta testing phase, serving over 200 customers monthly and seamlessly integrating with Legrand's extensive ecosystem.
Samir Kakkar, director - sales, Legrand India, said, "In addition to our existing channels, such as projects, panel builders, system integrators, and retail counters, we recognised the burgeoning growth of e-commerce in India. To align with our ambitious goals, we have established a dedicated channel – digital business and emerging channel, which manages our e-commerce and omnichannel operations. Our sellers and fulfillment partners are our trusted distributors, fostering a robust nationwide distribution network."
While D2C marks a promising journey for Legrand, it builds on a digital foundation established through previous initiatives. Legrand India has already achieved substantial business success worth Rs. 230 million through digital platforms like Meta, Google, Indiamart, and Amazon. This favourable response paved the way for the creation of a dedicated E-Shop for Indian consumers, which is poised for further growth with targeted customer acquisition and content strategies.
Laxman Tari, brand, digital business, and emerging channels, elucidated, "We are actively working on enhancing the customer experience through various projects aimed at simplifying the online purchasing journey. These initiatives will propel our product category into a prominent position on the online selling platform, with stages of implementation expected within the next six months."
Sameer Saxena, head - director marketing, emphasised, "Legrand is renowned for its product innovation and disruptive marketing strategies. We have meticulously studied consumer behavior, trends, and patterns to ensure unmatched customer satisfaction. Our introduction of modern trade concepts in the electrical industry has borne fruit, with 45+ showrooms across India. We aim to replicate this success in the realm of e-commerce."
Behind the seemingly simple concept of an E-Shop lies a web of innovation. To meet the critical demand for defined product availability, Legrand established a dedicated slot in its warehouse, swiftly accessible to sellers. The E-Shop is equipped with a dedicated call center to promptly address customer queries and complaints. Additionally, Legrand has harnessed the power of machine learning with 'Chatbot – LIVA,' offering real-time transaction updates, product inquiries, and efficient complaint handling.
To bolster consumer confidence in shipping and logistics, Legrand has forged a pan-India partnership with 'Delhivery.'
As the Internet of Things (IoT) drives demand for smart home products across India, Legrand's E-Shop is poised to become the go-to destination for these offerings. Customers can now effortlessly embark on the journey to make their homes smarter. The E-Shop even offers the option to book an appointment with an expert for a personalized smart home experience.
Legrand’s new campaign for E-shop - ‘What’s in the box?’ piqued curiosity amongst its target audience. The two-part film series left audiences, including an inquisitive dog, a vigilant guard and a nosy neighbour, in suspense about the box's contents. This mystery gained even more traction on various social media and digital platforms, leaving viewers bewildered.
Watch the films here:
With this groundbreaking E-Shop, Legrand reaffirms its commitment to pioneering innovation in the electrical and digital building infrastructure industry, setting new standards for customer satisfaction and convenience. For more information and to experience the future of electrical infrastructure, visit Legrand E-Shop.