Challenge
Flipping the script to connect with end-users.
Cedral, part of the Etex Group and a leader in sustainable fiber cement, decided to tackle a well-known challenge within the construction industry: getting closer to the end-user of the traditional B2B2B2C value chain.
Why? Well, the construction industry has been defined by this diffuse 'push' business model for ages. However, the model limits the extent to which a supplier at the beginning of the value chain, like Cedral, can interact directly with the very people that actually use their products.
As a result, homeowners barely notice brands like Cedral, while contractors in the middle of the chain stuck to what they already know.
Cedral spotted the missed opportunity and decided to flip the script. The big question: how do we make people not just use Cedral, but actively choose it? Enter Made.
Impact
Building a community of consumers and contractors on a Cedral-owned platform.
Cedral embraced the perks of digitization and together, we built a user-friendly webplatform that allowed Cedral to create meaningful connections with both homeowners and contractors.
By transforming their digital touchpoints, homeowners gained simple but transparent tools that made their choices easier and more confident. Contractors got more visibility, better leads, and loyalty incentives that strengthened their bond with the brand.
For Cedral, it meant stronger recognition, smarter customer acquisition, and a data-rich ecosystem that keeps delivering value for everyone over the long run.
Approach
From pain point to power play.
We kicked off this collaboration by mapping Cedral’s entire value chain to spot every complexity and pain point. From there, we built a dual-sided digital platform.
For homeowners, the platform meant a clear configurator and quoting tool that made decisions simple. It gives them clear insights and reliable price estimates for different materials, lets them request samples, and protects them from being misled by contractors.
For contractors, the platform delivered a loyalty program and lead engine to fuel growth and retention.
To prove the concept, we launched a test version that gave Cedral measurable results before going big. Every interaction was tested, tweaked, and refined, ensuring the platform hit hard on both impact and usability.
