How Online Shopping Benefits Builders

An Interview with Bowens eCommerce Manager

Bowens Bulletin had the pleasure of interviewing Yash Desai, Bowens eCommerce Manager. Yash commenced his journey with Bowens three years ago as a pivotal member of the team hired to spearhead Bowens’ digital transformation.

Drawing from a rich retail background, with experience gained from renowned brands such as Myer and Officeworks, Yash was tasked with the formidable challenge of crafting a website tailored specifically for the professional trade.

Since its inception, the Bowens website has undergone a series of significant enhancements, resulting in an impressive array of features that are revolutionising the operations of builders. Yash and his team are resolutely confident that they have fashioned the construction industry’s premier website.

We recently sat down with Yash to delve into why builders should seriously consider using the platform, as well as to gain insight into some exciting forthcoming features.

How would you summarise the main features of the website?

Our focus is on making it easy and seamless for our customers, primarily small to medium builders who are often on the tools all day and then have admin work to tackle at home. The website serves as a virtual account manager. It enables them to check prices, product availability, place orders, approve quotes, download invoices and statements, make payments using multiple payment methods, and integrate seamlessly with their accounting software using e-invoicing. We offer a wide array of features and payment methods to simplify their experience.

“The website serves as a virtual account manager, enabling builders to check prices, product availability, place orders, approve quotes, (and more).”

You’ve built some specific features for our trade customers. What are they?

We’ve tailored specific functionalities for our trade customers. As soon as you log in, the website recognises your trade account and instantly displays individual customised pricing. It also highlights your savings compared to retail customers. We encourage builders to explore these features and provide feedback because we are continuously enhancing the platform. Even if they choose to reach out to their account manager, our website featuring over 50,000 products with bespoke content and pricing, will streamline and expedite their conversations.

“We’ve tailored specific functionalities for our trade customers.”

So, you mentioned you get feedback from builders a lot. Are there any examples where you have made updates to the website from feedback?

Absolutely, customer feedback is invaluable to us. Initially, we only accepted Mastercard and Visa. However, based on builder feedback, we have incorporated American Express and PayPal payment options. Additionally, recognising that quoting is crucial in our industry, we embedded payment links in our quotes. Builders can now choose from various payment options, including American Express, PayPal, Bowens Interest Free Trade Credit, Mastercard and Visa. What’s better is that builders can enjoy a flat 1.25% fee for online transactions.

“Based on builder feedback, we have incorporated American Express and PayPal payment options.”

What would you say is your most proud website feature and why?

What brings me the most satisfaction is the positive feedback we consistently receive from customers. They often tell us that when they call our store, they can engage in highly precise discussions because they have access to the same product numbers and details that our internal team sees. Our website provides customers with complete transparency in their accounts and product information, making it much easier to discuss their needs over the phone. While the entire transaction might occur offline, this alignment of information streamlines both our customers’ and our stores’ experiences.

“Our website provides customers with complete transparency in their accounts and product information, making it much easier to discuss their needs over the phone.”

Why would a trade customer use the website if their account manager handles everything for them?

Certainly, your account manager is your primary contact, but there are situations where using the website can be highly advantageous. Think about those times when you miss a call from your account manager or vice versa. What if you need to access a quote at midnight or simply want to settle overdue invoices quickly? The website is available 24/7, 365 days a year. It’s not a matter of choosing online over your account manager; it’s about having an additional tool at your disposal, a service we offer to all our customers.

“What if you need to access a quote at midnight or simply want to settle overdue invoices quickly? The website is available 24/7, 365 days a year.”

Bowens operates as one cohesive company, not a franchise. The website is there for your convenience. Instead of waiting for your account manager to provide your latest statement and deciphering the details of one particular invoice, you can access this information on your own schedule. However, if you need to place an order or have a question that requires your account manager’s expertise, by all means, reach out to them. The website is designed to complement their support.

Do you have any exciting upcoming features you’d like to give us a bit of an insight into?

Just as you can order food and have it delivered to your doorstep quickly, we’re implementing a similar concept for our builders. If you’re on a job site and find yourself in need of supplies or have forgotten something crucial, you’ll be able to place an order online with Bowens and selected Bowens Uber Delivery Option which will guarantee delivery to your building site within 90 minutes. Of course, we are restricted to hardware items at this stage, but we’re aiming to make getting what you need to site as quick and convenient as possible.

“You’ll be able to place an order online with Bowens and select the Bowens Uber Delivery Option which will guarantee delivery to your building site within 90 minutes.”

Want to know how online shopping benefits Builders? Visit Bowens today! If you have any feedback for the website, we would love to hear it. Please email customerservice@bowens. com.au.