foryouandyourcustomers advises LAPP with a holistic approach to ensure that the needs of B2B customers and the company are optimally addressed.

As part of its digitalization measures, LAPP has addressed a wide range of topics. While other foryouandyourcustomers locations advise the company on PIM and MDM, LAPP relied on the expertise of the Munich team for e-commerce and customer experience.

New awareness of the customer experience of online customers

In discussing the customer experience of the website and web shop, the requirements for a customer-oriented strategy were identified in collaboration with various stakeholders, including LAPP's customers.

“The collaboration with foryouandyourcustomers has laid the foundation for paying more attention to the users of the web shop.”

— Global Business Process Owner Digital Marketing - LAPP

One specific and crucial question was at what level the e-commerce shop should address users: product or item. If users have to click through numerous items that look or sound the same but differ in relevant dimensions, this can diminish their shopping experience. Based on extensive customer interviews, LAPP and the CX consulting team decided on the product level. It allows users to navigate intuitively by configuring a product based on a few attributes, enabling them to quickly find the right item.

Focusing on what improves the customer experience in the online shop was very valuable for the LAPP team. “By working on the concept and design of the shop, our team learned how essential it is to focus on the different user groups in every decision,” says Global Digital User Experience Manager.

People-centered at all levels: from product data to interactive user interface

The consulting focus was on optimizing the customer experience of the online presence. The CX team also supported LAPP in other areas of digital transformation, including requirements analysis and verification during the implementation of agile project management—including the establishment of relevant processes and roles and testing of digital solutions.

The various requirements were developed in workshops and interviews together with stakeholders and selected customers. The resulting information architecture for the digital presence impresses with its intuitive operation, simple navigation, and short click paths. To support this, a design system was visualized that provides consistent design elements that enable clear user guidance and strengthen brand recognition. A concept with a user interface was created that ensures the expansion and country-specific adaptation of the online presence and guarantees an excellent user experience.

“The CX team contributed fundamental ideas during the concept phase and actively supported us. This resulted in a lively exchange of ideas, enabling us to make the most of our experience and individual skills.”

— Global Business Process Owner Digital Marketing - LAPP

To enable the rollout of Lapp's new digital image worldwide, the foryouandyourcustomers CX team summarized all user needs and technical requirements in a style guide and trained employees to make minor design adjustments independently. The new brand identity with its new features now forms the basis for LAPP's vision of strengthening its brand worldwide with a uniform web shop and harmonizing it across all channels.

Customer experience creates added value for customers and sales staff

Users of the online shop are likely to benefit the most, as they can find the cables, connectors, marking systems, or other products they want more easily and quickly. This applies both to existing customers who are familiar with the products and to new companies interested in LAPP's product range and expertise. Shortly after the launch of the new design, customers responded positively and were impressed by the modern and appealing shop. “From conversations with sales and customer service staff, we have learned that the design and usability are well received,” says Global Digital User Experience Manager - LAPP.

Even though the focus is on the added value of the digital customer experience in order to increase sales and strengthen the company's market position, there is also added value for the organization itself. The new customer experience also benefits the company's own sales employees in the 41 sales companies worldwide by reducing their workload through digital service.

A long-standing partnership for a changing digital product

Since 2021, foryouandyourcustomers has been supporting the transformation of LAPP's digital presence.

“An online shop or digital brand presence is a living product that is constantly evolving to meet changing user requirements, the latest technology, and corporate goals.”

— Judith Fingerle - Head of Customer Excellence

The CX team is continuously working on implementing these developments and innovations in the digital transformation.

The multi-country rollout of the digital shopping and brand experience is already in full swing. With a clear focus on the requirements of the target groups, collaboration on the further development of LAPP's digital presence will continue in 2025.

Our services

Would you also like to optimize the customer experience of your digital presence? We are happy to advise and support you in setting up the necessary processes, in requirements gathering and analysis, and in the conception and implementation of the design system, information architecture, and other elements of a user-friendly and effective customer experience.

Unser Angebot umfasst:

• Holistic customer experience (CX) consulting: Support in designing and optimizing all digital touchpoints along the entire customer journey.

• Analysis and optimization: Examination of existing user experiences and identification of potential for improvement.

• Tailored digital strategies: Development of customized solutions that meet business objectives and target group requirements.

• Innovative solutions: Integration of advanced technologies and trends to create an outstanding user experience.

• Data-driven design: Use of data to make decisions and continuously improve the customer experience.

• Promotion of customer loyalty: Improvement of interactions to support long-term customer loyalty and growth.

• Sustainable digital transformation: Support for companies in the long-term implementation of innovations and trends in their digital presence.

Have we sparked your interest, or do you have any questions? Feel free to contact Judith Fingerle at jfi@foryouandyourcustomers.com and find out how the team at foryouandyourcustomers Munich can help you develop a new customer experience.