Tables with black characters on a white background, a few images – customers in B2B commerce have little pleasure when shopping online. Unless, that is, they shop products from Hekatron. Because the manufacturer of fire protection technology places a lot of emphasis on clarity, topicality, branding and the wow effect in its content production and, in addition to traditional in-store sales, is driving digitization forward significantly! Thomas Deutscher, Sales Manager Trade & Manufacturer, talks about how Hekatron brings color into the gray B2B trade.
Thomas, in the B2B sector, hardly anyone provides good product content. Hekatron is taking a different approach – why?
Thomas: The requirements and buying behavior in B2B have changed. Our customers expect quality at all levels. In the same way, our partners and retailers expect us to communicate our product information in an appealing way. With loadbee, we can manage this well and provide high-quality product content that appears uniformly and directly after the product launch in all retail partners’ onlineshops. With loadbee we make sure that the content appears in the most recent version and directly on the product detail pages of our retail partners – without any maintenance effort for the retailer.
What do focus on when producing product content?
The content should encourage customers to buy our products at the retail partner and provide customers with all the information they need to make a purchase decision. That’s why we pay attention to clear product information, meaningful USPs and WOW features as well as complete data with technical documents. We present all this information uniformly with our branding, in Hekatron’s corporate design.
Sales manager retail and manufacturer
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How does Hekatron distribute master data and product content?
That usually depends on the customer: The master data is transferred to the respective customers and partners at the time of the product launch. We also provide continuous information about updated interfaces and tools. But master data is also distributed via personal channels when supporting retail partners. We distribute our branded product content, which is specially prepared for the online store, exclusively via loadbee.
Here you can see the product content that Hekatron has created in its own layout and branding for the Genius Plus X Edition smoke alarm on the loadbee platform. This is exactly the layout and design in which the product content for the Genius Plus X Edition appears on the product detail pages of Hekatron’s trade partners.
Hekatron offers its customers an additional benefit with the Smart Home App – what role does product content in this?
This is a perfect example of loadbee’s advantage. Such added values and product features are often lost in the purely technical data. But for the user of the smoke alarms, the smart home app is an essential benefit, that’s why we inform about it in our content. On the loadbee platform, we store product content in a finished layout and in a corporate identity that is true to the brand. This allows us to communicate all the features and benefits of our products in an appealing, clear and standardized way. Through branding, we ensure that the user can also identify with the product and our brand – this is a real advantage for the user, the dealer and us.
Hekatron is a multiple test winner and displays test winner emblems in retail partner stores. How long does it take for a new seal to be visible on the product detail pages of retail partners?
With loadbee only a few seconds. This is a great added value for the merchant – after all, they don’t have to do anything because there are automated interfaces.
How do your trading partners and customers react to you using loadbee?
Many of our retailers are very interested in new tools that bring real benefits for them. We launched loadbee in the first quarter of 2021 and many of our retail partners have already actively integrated the loadbee add-on into their online stores. The fact that our retailers are noticing the first positive changes – more sales – naturally makes us happy and shows that we are on the right track; we just have to communicate the added values of our products. A few partners were even positively surprised by the simple technical integration and are now even more convinced. But: We want all our online retail partners to use loadbee and thus our product content on smoke alarms and soon also hold-open systems. This will enable us to provide them with even better sales and marketing support – which is particularly important during the pandemic. If a dealer is interested, he can contact us or register directly with loadbee at https://www.loadbee.com/onlineshops/ to integrate the loadbee add-on into his online store. Then our retail partners can let our very well prepared product content speak for itself.