Rexel: A New Approach to Branch Marketing

With over 200 branches requiring promotional materials on a continual basis, Rexel’s in-house marketing department manages a high volume of requests for marketing collateral.

However, as the systems they initially used to process orders, manage resources, and procure stock were not keeping up with growing demand, this began to impact their efficiency levels and turnaround times.

The marketing team also found it difficult to access valuable data that enabled them to analyse marketing activity at a branch level and understand which promotional products were the most (and least) effective.

Rexel’s Head of Branch Marketing and Procurement Manager began looking for a technology-driven solution to these challenges. They sought to implement a custom online platform that could integrate with their existing DAM system and give all 200 branches the ability to access and edit print-on-demand templates for their promotional materials.

This system would also be required to support incentive schemes fulfilled by other specialist partners.

After participating in the tender process, Rexel awarded the contract to PDS – appointing us as their technology provider and sourcing, storage and fulfilment partner on this project.

In addition to delivering a bespoke PDS+ technology solution that meets all the above-mentioned requirements, PDS manages the printing, storage and fulfilment of all marketing materials on Rexel’s behalf.

While implementing the PDS+ online platform, we worked alongside Rexel’s marketing team to scope out the items that would be available for the branches to access, took delivery of the incumbent suppliers’ stock, and audited all items before uploading them onto the system. We also designed, built and uploaded the
print-on-demand templates. From there, user access
and permissions were agreed upon and deployed.
PDS supported Rexel with the initial onboarding process and created a user-friendly “how to” guide in a video format to ensure all users were fully equipped to gain optimum value from the new technology and tools at their disposal. This guide is a useful training tool for new system users.

With their PDS+ system up and running, Rexel’s branches are now empowered to process their orders and edit their artwork as and when they need promotional materials.

Pre-agreed stock levels ensure the branches always have access to critical promotional resources. To keep costs under control and prevent wastage, the system has a pre-authorisation functionality for high-value items. These order requests are routed to the management level for review and approval.

The marketing team now has detailed usage data at their fingertips. They can analyse this and dedicate more marketing resources to campaigns and products/services that are getting the highest levels of engagement. They can also understand which branches are more proactive with their marketing activity, and which branches require more support to help them achieve results.

Every month, PDS provides Rexel with a consolidated invoice containing a breakdown of orders per branch.

Finally, we have also supported Rexel with the fulfilment of their new catalogue, which branches could order via the new system. With some branch employees working

Every month, PDS provides Rexel with a consolidated invoice containing a breakdown of orders per branch. Finally, we have also supported Rexel with the fulfilment of their new catalogue, which branches could order via the new system. With some branch employees working remotely and receiving collateral at their home addresses, PDS underwent a process with Rexel’s legal advisors to become an approved provider that meets secure data processing compliance requirements.