How ManoMano engages trade customers digitally
Faced with the expansion of Screwfix (Kingfisher) in Europe, ManoMano is enhancing its app dedicated to B2B customers with a new loyalty programme. The marketplace, which generates 20% of business from professionals, is capitalising on customer knowledge and a mobile app to digitise purchasing paths and optimise sales to this target audience.
Article by Sophie Baqué, published on September 23, 2022
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Context
To sell to trade and professional customers, ManoMano launched a ManoManoPro mobile app in France at the end of 2021, followed by Spain, Italy and the U.K. in 1st semester 2022. Adapted to customers who are always on the road, this extends the marketplace’s offer for small building professionals who live on mobile phones. This app – the first app launched by the group – includes a dedicated offer, a purchase path and specific services. 90% of the platform’s professional customers are companies with less than 5 employees. According to Roxane Labat, C.M.O. of ManoManoPro, “This is a diffuse sector of people working alone on small sites, and who are often poorly considered in the trade, where the price construction is opaque because it depends on the turnover achieved.”
