Prior to launch, RS conducted extensive research among its customers regarding their web usage. Two years of interviews, numerous anecdotes, and feedback allowed RS to gain a deeper understanding of its customers' needs and expectations, as well as how they would prefer to work with their distributor.
Customers highlighted two key points: they wanted to view and select products more conveniently, and from a product perspective, they wanted more information and technical data, as well as the ability to see similar accessories and products. These critical elements were the guiding principles behind the design of RS's new website.
RS's new website will provide customers and users with a significantly improved and more relevant online experience, regardless of their location or browsing device. RS has incorporated best practices from global websites to develop its enhanced search functionality, making it easier for customers to find the products they need. The new search algorithm delivers more relevant content and allows customers to tailor the results to their preferences. Additional improvements include clearer pricing, real-time stock availability, and a "Comparative" view for more intuitive product comparison. Customers can also access a wide range of 3D CAD models.
Keith Reville, Managing Director of eCommerce, commented: “Our customers indicated they wanted improved search capabilities with minimal effort. We’ve completely transformed their online experience at RS, making it easier, faster, and clearer. These measures significantly reduce the number of clicks required to find products, as well as improving the website’s appearance and design. The initial customer feedback we’ve received has been very positive: they like the new website, its design and functionality, and feel it truly meets their needs. This is evidenced by the increased traffic to RS Online.”.
E-commerce is fundamental to RS's business. Through its website, RS offers best-in-class online purchasing solutions for businesses of all sizes. In the last fiscal year, these channels generated sales of £575 million, representing a 37% increase. Over 53% of the Group's revenue is now generated through online channels, and this figure is expected to rise further as the company has placed e-commerce at the heart of its strategy, with a target of reaching £1 billion in online business.
