ManoMano is a perfect illustration of the digital transformation and uses experienced since 2020 by a large number of SMEs, pure web players or not. Pre-Covid, the DIY marketplace had a business volume of 600 million euros. Post-Covid, this figure has doubled.
The e-merchant has notably seen the number of its partner merchants, including VSEs and SMEs, explode. This community of merchants, its “engine”, is strategic for ManoMano, which has therefore equipped the management of this relationship and its support.
For several years, the company has been using the software suite from the publisher Zoho.
Evolutionary processes adapted to hypergrowth
Because the main challenge facing the e-merchant is “hypergrowth”, underlines Xavier Attala, lead sales operators. Year after year, the company records a practically doubling of merchants, volume of business and collaborators. When it started, ManoMano had around 50 CRM users. They are now over 200.
Growth must be accompanied, in particular by “setting up processes”. But in addition, these processes must be “scalable”. A “big challenge on this type of tool”, recognizes Xavier Attala.
To achieve this, ManoMano took advantage of the customization allowed by the software package, while developing in-house skills in its use.
Activate marketing actions more quickly
Publisher specializing in cybersecurity, InWebo wanted above all with Zoho to consolidate its application base on the marketing side. Its collaborators had multiple software, now integrated within the same system. The purpose: to be able to activate marketing actions more quickly.
“The challenge is that of growth, but also of acceleration. In marketing, everything goes very quickly. You have to constantly adapt. Today’s recipes won’t work tomorrow. And for that, integration is strategic,” argues Jean-Dominique Quien, Marketing Director of InWebo.
“A marketer uses an average of fifteen tools on a daily basis”, he specifies.
Provide data in real time
For the NGO Life, whose mission is focused on access to water, the needs are a little different. Even if, like some companies, it shares an objective of process industrialization. But for its director, Fanny Fernandes, it is also a question of promoting “a great proximity with the donors”.
To this end, Life wanted to “provide them with data in real time”, which means digitizing and interconnecting the tools. This interconnection is available to the organization via a software suite: chat, project management, collaborative meetings, etc.
The industrialization of the processes was also made necessary by the growth of the staff of the NGO and its donors. In just a few years, the number of employees has increased from 10 to 40. Fundraising has jumped from 1.5 million to nearly 10 million euros, thanks to a sharp increase in donors (more than 160).
Life therefore abandoned Excel. Application modernization did not experience a big bang, however. The NGO chose a progressive deployment initiated with CRM and project management, two interconnected bricks. “It is thus easy for each donor to know what he has funded, to have access to photos and all the information on the ground,” explains Fanny Fernandes.
“Ensuring a personalized experience” for customers
Initially, the needs of the Allopneus.com e-merchant were linked to efficiency: for the company, it was a question of meeting the needs of its customer service and having a unified view of its consumer base.
Now, as Caroline Letheuil, product owner, explains, the work of marketing and its automation is beginning: “We want to be able to provide a personalized experience for our customers, in a market where the purchasing cycle is very specific. »
“Our challenge over the past few months has been marketing, and achieving an aggregate view of all our customers in order to contact them at the optimum time. »