Huawei is a leading global provider of information and communications technology (ICT) infrastructure and smart devices. With integrated solutions across four key domains – telecom networks, IT, smart devices, and cloud services – Huawei is committed to bringing digital to every person, home and organisation for a fully connected, intelligent world.
Huawei operates in 10 countries across Western Europe; in the UK, Ireland, Italy, Germany, France, Portugal, Spain, Switzerland, Belgium and the Netherlands.
Huawei relies on a network of trusted sellers and retail partners to bring its products to customers. As its website receives a lot of search traffic, Huawei is always looking to strengthen retail relationships by creating sales leads for retail partners through referral traffic.
Huawei was striving to create a seamless transition from its website to its retailer partners, providing customers with an effortless path to purchase. The company wanted to create a direct connection between its customers and retailers with access to the most up-to-date product content. To do this manually would have meant a longer lead time for new links to go live, which potentially resulted in lost sales opportunities and inefficient marketing effort.
Huawei began looking for a platform that would help it automate and improve its path to purchase. After much due diligence, reviewing the market and solutions available, it became clear that ChannelAdvisor offered the most comprehensive product for Huawei’s need.
“Prior experience of working with ChannelAdvisor gave me confidence that they had a solid product and a great team that would roll out the product effectively,” said Simon Short, head of online experience UK & Western Europe, Huawei.
ChannelAdvisor’s Where to Buy enables brands like Huawei to scale effectively and never miss a lead. Through ChannelAdvisor, brands can provide instant purchasing power by creating a seamless transition from their website to their preferred resellers’ product page — or even shopping cart.
“It was very easy to transition from our previous model to the new one. We placed a powerful ChannelAdvisor widget on our product landing pages and from there we were able to drive lead referrals. The process was made even easier as we were already planning new product page templates that could be built around ChannelAdvisor Where to Buy,” commented Short. “Overall integration in CMS platforms is straightforward and allows automation of future roll-outs.”
Since implementing Where to Buy, Huawei was able to drive three times more leads to its retail partners for its flagship product range in just five months. This was achieved with significantly less internal resources and with a far higher degree of confidence that those leads were taken to the right destination.
It has resulted in improved customer experience; not only can Huawei provide more avenues for consumers to purchase from, they can also ensure they are sending visitors to the right destination every time. “As a result, retailers are engaged more with us. We’ve received a number of requests for brands to be promoted on the listings. Our next step is to roll out the solution to a wider range of products across Western Europe,” commented Short.
“ChannelAdvisor’s Where to Buy has given us improved retailer relationships, more accurate data and better insights. Simply put, ChannelAdvisor is a must for brands that have relationships with retailers looking to drive sales volume,” Short concluded.