Understanding the challenges

The complex value chain and associated disconnect from end-users leads to companies like Cedral experiencing difficulties unlocking the value of their installer network, growing loyalty and overall CLV.

• Bypass the distribution black box, making it possible as a solution provider to connect with all relevant stakeholders

• Explore and determine who could have what impact, and how to add value opportunities for its products.

• How to add value opportunities for its products.

• With a win-win-win result for producer, contractor and home owner/end customer.

A Customer’s platform..

First, Made took a deep dive into Cedral’s entire value chain. This led to the creation of a user-friendly web platform for both homeowners and contractors.

For homeowners, the platform offers clear insights and reliable price estimates for different materials, lets them request samples, and protects them from being misled by contractors. It makes the whole process transparent and trustworthy.

...that empowers Contractors

But there’s more. Cedral doesn’t control the parts of a contractor’s invoice that cover work hours, transportation, and so on. That’s where the ‘Cedral Select Professional’ feature comes in.

This loyalty platform suggests a shortlist of top local contractors. It helps contractors by handling CRM, SEA, and other administrative tasks, providing high-quality leads and easy follow-ups. In turn, this directs contractors towards Cedral and strengthens their relationship with the brand.

Establishing a Proof of Concept and Internal Testing

Following through with a proof of concept was the next step. With Cedral employees only we were allowed to test and fine-tune our proposed solutions before hitting the market.

And by smartly avoiding wasting money on fruitless marketing, unnecessary overhead, and extensive training and reprogramming for everyone involved, we could proceed on tackling a tangible business case for market launch.

Developing the Business Case

The team set ambitious targets: boosting reach and efficiency, slashing customer acquisition costs, achieving a sales uplift and reducing overhead.

So, Made explored and defined strategies to recoup investment in the platform and future marketing campaigns. Our thorough analysis ensured a clear, profitable path forward, setting the stage for the platform’s success.

Transforming the Value Chain with Digitalization

Through digitalization, we succeeded in bringing contractors and customers closer together, with Cedral stepping in as the provider of not only services but also the tools and products that make this possible.

Achieving Long-Term Success and Loyalty

This transformation has not only streamlined operations but also fostered a community of dedicated installers and satisfied customers. By leveraging data-driven insights, Cedral can continually refine their approach, ensuring sustained growth and innovation.

The shift from a push to a pull strategy has solidified Cedral’s position as a trusted and lovable brand, poised for long-term success and deep-rooted loyalty in the market. This seamless integration of digital tools and customer-centric strategies marks a new era for Cedral, where every stakeholder benefits and thrives.

Build, Measure & Learn,
An MVP mindset succeeds

Subsequent PoC analyses revealed a significant boost in both users and conversions. Riding on this success, Made and Cedral selected four regions—Benelux, France, Germany, and the UK—to test this PoC sandbox over six months. This approach accounted for the sometimes decisive regional differences.

As the testing unfolded, a clear picture emerged of the impact on the business case. Were the predefined key KPIs in technical and economic viability met? What about desirability and satisfaction?

The results spoke volumes, confirming the effectiveness and potential of the platform.