How Deli Home is transforming into Europe’s leading digital carpentry hub.
Branche
Building Materials
Industrie
B2B
Fase
Innovation Hub Creation
Team
Joey
Growth Marketing
Creative Insights
Email Marketing
Social Ads
Referral Marketing
POS Marketing
Offline Marketing
Data & Automatisering
Dynamic Marketing Automation
CRM
Data Analytics: Energising Insights for Creative Innovation
Design Dashboard
Development & Technologie
Customizer
Ordering System
Strategie & Innovatie
Value Proposition Canvas
Product Validation
Digital Growth Strategy
Our Challenge
Deli Home aims to make customised home improvements accessible and straightforward, with the ambitious goal of becoming Europe's digital carpentry hub. This mission is backed by an innovative proposition and venture: an integrated digital platform that functions as a smart door configurator, quote module, and ordering system. This platform is specifically designed for contractors, tradespeople, and construction materials wholesalers (also known as professional builders’ merchants) and offers an efficient, digital solution for assembling and ordering doors and related accessories. The aim was to develop an innovative platform with the venture team that connects contractors, tradespeople, and construction materials wholesalers while digitising the traditional, often manual order process. This required a strategy that could build trust and drive conversion, despite market shifts and required user behaviour. To meet this need, we developed a flexible B2B strategy with B2C elements and an efficient MVP, which can later expand into other product categories like frames, staircases, tables, and more wooden products through new technology and process optimisation. Additionally, we had to manage internal adjustments, such as implementing agile working, which demanded high speed and new technologies. The changing work process sometimes caused positive friction, but through close collaboration with different departments, we built a strong foundation to support this change and create trust with the target audience.
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Reliable and professional partner. In a venture, having Joey, an experienced Head of Growth, on the team is incredibly valuable. His ability to quickly and thoroughly set up a growth strategy and move directly into execution is of great significance. Joey keeps the venture team sharp by gathering valuable customer insights through interviews and data analyses. His active involvement in stakeholder management ensures smooth communication and collaboration with all stakeholders. Furthermore, not only the venture but also other parts of the company benefit from Joey's expertise in growth marketing.
Olaf van Schagen
Venture Lead at MetisPro
What we did
General Overview for Contractors, Tradesmen, and Building Material Distributors
Our venture team, consisting of internal and external professionals, has crafted a scalable platform delivering a fully integrated system for the configuration, quoting, and ordering of doors. This solution entailed complete product development, from customer research and UX/UI design to technology integration with existing processes. Initially launched as a minimum viable product (MVP) under the name MetisPro, we've validated the product-market fit and evolved it into a scalable system branded as Skantrae Expert, with the capability for white labeling for other Deli Home brands. Additionally, our venture team collaborated with the management team on strategic analyses to effectively harness innovative developments and market opportunities.Specific Approach for Contractors and Tradesmen
Phase 1: Validation of User Needs
We commenced with in-depth user research to understand the profiles and habits of contractors and tradesmen, both online and offline. Specific Facebook groups for contractors and renovations were instrumental in engaging initial users. Weekly and monthly customer conversations (online, on-site, and over the phone) provided valuable insights for product development. Our presence at construction trade shows bolstered interaction with this demographic.
Phase 2: Go-To-Market Strategy
Our Go-To-Market strategy blended online and offline channels, featuring paid campaigns on Facebook and Instagram, SEA campaigns, and data scraping of contractors from the Yellow Pages to reach them through various channels. Referral marketing incentivised the use of the configurator. Utilizing advanced dashboarding in Google Analytics, Hotjar, and Mixpanel, we continuously optimised user behaviour and conversions.
Phase 3: Scaling the Platform
We introduced POS marketing across a network of over 700 building material distributors and employed affiliate marketing by funneling traffic from Skantrae to Skantrae Expert. Mixpanel and Tyto dashboards consolidated all data into a single, reliable source, facilitating efficient decision-making.Specific Approach for Building Material Distributors
Phase 1: Validate Usage Behaviour
We explored the work habits of service staff and inside sales teams at the 700+ affiliated building material distributors. Through weekly and monthly customer discussions (via online and face-to-face meetings), we mapped out needs and challenges. Micro-events, such as complimentary breakfast or lunch sessions on location, brought together contractors, tradesmen, and distributors to foster collaboration and understanding of user needs.
Phase 2: Go-To-Market Strategy for Distributors
The new ordering system is integrated with existing technology, including SAP data, providing distributors with real-time insights into delivery times and prices, including margins. This eradicates manual calculations during sales conversations. An MVP connection between the ordering system and a national chain's SAP purchasing process reduces error-prone manual tasks enhancing ease of use.
Phase 3: Scaling and Enhancing Efficiency
We structured the Skantrae inside sales team for dealer onboarding and persuaded field sales distributors to utilise the platform. Furthermore, a customer success manager was appointed to carefully guide major chains, providing support during implementation and delivering customer service.Future Plans
Developing unique API connections for integration with purchase systems like SAP and Microsoft Dynamics 365 of major retail chains (building material distributors) in the Netherlands. The goal is to onboard all major retail chains in the Netherlands, ensuring active engagement with the platform, with additional building material distributors to follow. Additionally, the consumer journey will be linked to that of the tradesman, facilitating seamless quote generation. Finally, the white-label platform will be deployed to other Deli Home brands, featuring new product categories including stairs, window frames, and tables within the configurators and order systems.
Creative Insights
Inspiring Leads Creation
Email Marketing
Dynamic Marketing Automation
Search Engine Advertising
Innovative Android Advertising
iOS Store Advertising
Conversion Rate Optimization
Innovation through Automation
Data Analytics: Energising Insights for Creative Innovation
Design Dashboard
Data scraping
ChatGPT
Python
Wat we hebben bereikt
We’ve achieved significant revenue growth in door accessories and complete doors. The quotation and ordering process for professionals and wholesalers has been simplified, enabling them to configure and order doors quickly and error-free. From 120,000 possible combinations, streamlined choices are now proposed, accelerating decisions and minimising mistakes. The platform acts as a new channel for 700+ wholesalers, providing massive time savings in administration and sales, and allows every employee to easily function as a door specialist, especially with customised doors. In addition, we’ve achieved a significant reduction in errors by digitising traditional, error-prone processes, saving time within Skantrae’s internal sales department, thanks to the user-friendly configurator. The configurator, quotation system, and ordering system are now an essential part of Deli Home’s core business.
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