MACH interview with PBSL Group

Suzana highlighted PBSL’s challenge in adapting to a customer-centric approach in a traditionally trade-focused market. Operating across the UK with multiple brands, PBSL merged with Securiflex, complicating their business model in an industry slow to adopt digital trends. Their technology stack, a combination of AWS, Google Cloud, and a homegrown ERP system, was strategically enhanced with a Mapp Marketing Cloud integration for improved data processing and personalization. This integration led to notable advancements in PBSL’s marketing strategies, including a significant increase in email engagement and revenue, with a considerable portion now generated through automated campaigns. The success with Mapp spurred further technological exploration with tools like Adyen and Klevu. Looking ahead, Suzana highlighted plans for system upgrades, a focus on cross-channel strategies, and investments in data intelligence, all contributing to PBSL’s ongoing organizational transformation.

Tell us about your journey towards MACH architecture?

Our journey towards MACH wasn’t about a massive digital transformation initially. Our board would have never approved a major digital transformation project. It began with small, incremental improvements. Our early steps with MAPP laid the groundwork for a comprehensive embrace of MACH. It’s been a transformative journey in marketing and technology, shaping our approach to be more customer-centric.

What challenges did PBSL Group face in the market, and how have you adapted?

We primarily focus on trade and DIY, operating in a market tailored for more knowledgeable customers. However, we needed to become more customer-centric. We operate across the UK with eight, soon to be nine brands. Our recent merger with Securiflex, a cable and electrical cable distributor, added complexity to our business model, especially in a construction industry that’s traditionally slow in adopting digital trends. The COVID-19 pandemic acted as a catalyst, pushing us towards e-commerce and digital presence.

Can you describe the technology stack at PBSL Group?

Our technology stack is hosted in AWS with Google Cloud for data. It includes a heritage, homegrown ERP system. To integrate with new systems like Mapp Marketing Cloud, we built a microservice in Google Cloud. This was a key step in our journey to MACH, proving a business case for this technological shift.

How did your MACH journey start?

We’ve integrated Mapp into various aspects of our business, including our branches and websites. Our bespoke data infrastructure is central to our operations, feeding Mapp and other areas. We send over 60 transactional attributes per order into a database, exposing it through an API to Mapp. We also gather Magento data and use a Recommendation Platform alongside Mapp for behavioral data collection.

What role does data play in PBSL's personalization and loyalty programs?

Personalization and loyalty programs at PBSL are deeply data-driven. We had to work around our old ERP system, extracting data using MACH technologies and manual methods. This approach allows us to house data with Mapp, creating a unified customer view. Our on-site personalization includes recommendation carousels, adapted for different contexts across our websites.

What improvements have you seen in your marketing strategies?

We’ve seen significant improvements. Email engagement rates have increased, unsubscribe rates have dropped by 15%, and eCRM revenue has grown by 80%. Notably, 45% of our email revenue now comes from automated campaigns, marking a significant shift from our previously manual approach.

How has the success with Mapp influenced PBSL’s technology expansion?

The positive results from Mapp encouraged us to explore additional technologies like Adyen for payment processing and Klevu for AI-powered search capabilities. This wasn’t just a desire for digital transformation but a calculated move backed by proven results and a clear business case.

Looking ahead, what are the next steps for PBSL Group in this journey?

We aim to replace Magento with a more composable system as we add new brands. One of our biggest challenges will be the ERP replacement. We’re focusing on cross-channel exploration, understanding cross-brand shopping habits, and further on-site personalization. We’re investing in data intelligence and analytics to make processes like the RFM model real-time, effectively linking business initiatives with customer data and engagement.

In conclusion, how would you summarize PBSL's journey?

Our journey at PBSL began with the idea of doing something different, taking small steps to prove the value of our initiatives. These steps have built a solid business case for continuous transformation and growth in our organization. Thank you for allowing me to share our story and the exciting path we are on at PBSL.

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