With the integration of Parex in Spain, Sika can now offer a comprehensive set of solutions in the building envelope business and realize cross-selling synergies. The full range of Parex and Sika solutions have been integrated into the e-shop, facilitating easy and fast accessibility for customers.
The integration of Parex, being a leader in Building Finishing solutions, has been a big opportunity for Sika Spain to increase brand recognition in the facade and interior finishing segments. With the expertise and premium positioning of Parex’ solutions, Sika has the opportunity to transform into a known global provider in this building segment.
The integration of both companies has made the offering of a full and comprehensive set of solutions for the building envelope possible, combining the product range of the different target markets and focusing on the facade solution specialist contractors through a fully dedicated sales organization.
The opportunity of pairing Sika’s strength in the distribution channel with the full range and expertise of Parex has been clear from the beginning, especially in tile setting and facade mortars. Despite adverse market conditions, cross-selling opportunities were realized with more than 300 customers and the aim is to continue to increase this figure. One of the most important initiatives to promote Parex products among Sika customers is the B2B e-shop platform, where Sika is currently managing more than 50% of the total orders. It is an increasingly important tool to provide Sika customers with a combined product offering and to realize cross-selling synergies.
Key Advantages Include:
Great improvement of customer’s shopping experience
Responsive design for different screen sizes, currencies, and languages
Customer access by product catalogue and product range availability
Sales order tracking functionality linked with freight forwarders
A dedicated marketing team was working on uploading and integrating the complete Parex product portfolio to the new website as well as to the e-shop platform. This enabled all customers to have easy access to the full range of products.
E-commerce is increasingly crucial as it enables customer interactions, the promotion of solutions, and the handling of operations. The legal integration of Parex in July 2020 and full integration into Sika’s SAP environment has opened the door for the full alignment of supply chain, pricing, and order processing. This has been key for a successful implementation of the e-shop that offers both Parex and Sika solutions.
Thanks to the excellent work of the team, it only took a few months for Sika’s e-shop to offer a complete product portfolio to customer.