Publicis Sapient guides Sunbelt Rental’s digital business transformation through seamless omnichannel experiences
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Seamless Omnichannel Experience Drives Customer Engagement and Operational Efficiency
Sunbelt Rentals
Digital Experience Strategy & Design
Personalization
Solution Design and Architecture
Custom Development
B2B
Multi-currency
Back-end Integrations
Omnichannel Strategy
Headless Implementation
Adobe Commerce
Blue Yonder
RECOGNITION
Background
Sunbelt Rentals is North America's premier equipment rental company, offering highly diversified solutions for commercial and residential needs. In their old business model, customer referrals and analog channels were slowing growth, so in early 2020 they engaged Publicis Sapient to begin a digital business transformation.
Together, Corra &
Sunbelt Rentals
achieved:
Challenge
Offline Rental Process Creates Operational Inefficiency, Leaky Funnel
Sunbelt’s rental process was largely offline and analog. Customers were best served by going to brick-and-mortar stores directly to make reservations and pick-up rentals because though there was an app and website, the performance was poor and the digital interface was largely disconnected from the brick-and-mortar experience. The ticketing system for the previous solution was flawed and yielded consistent errors and missed growth opportunities. Customers were treated to a one-size-fits-all approach with very few personalization options. Lastly, due to all of these digital inefficiencies, there was a trickle-down effect on operational efficiency, where sales reps and other employees had to constantly triage the errors created by the digital system.
Introducing the new Sunbelt Rentals digital interface.
Solution
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Use any device to locate the nearest rental location and see the in-stock equipment.
Solution
Sunbelt’s new digital ecosystem is an omnichannel experience.
Solution
Solution
Digital Transformation Creates Seamless Omnichannel Experience
Using a component-driven instance of Adobe Commerce and Adobe Experience Cloud, Publicis Sapient delivered an omnichannel platform to Sunbelt Rentals that allows seamless communication between digital rental channels and brick-and-mortar stores. The streamlined communication reduces the hassle for customers to access their rented equipment, reduces funnel leakage and lost customers, and increases the time sales representatives and other Sunbelt Rental employees have to work on growth-driving initiatives instead of maintaining a struggling digital platform.
AI-powered hyper-personalization enables proactive outreach and insight into customer habits.
Solution
Hyper-Personalization at Scale Drives Growth
Personalized experiences are a key component to creating meaningful customer relationships in today’s commerce landscape. Sunbelt Rental’s new solution delivers AI-integrated hyper-personalization which offers customers proactive outreach and a sophisticated, data-driven understanding of their needs and habits.
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Sunbelt’s digital storefront offers location-based service and access to equipment.
Solution
Solving Location-based Complexity of Rental Equipment
A large part of the project’s complexity is related to various systems needing to communicate with one another about what rental equipment is available in what locations and for which periods. There are many systems, moving parts, and changing variables in these scheduling equations, and Sunbelt Rental’s new digital platform can provide every individual customer and business with correct information about what equipment is available at which location and for how long. This wouldn’t be possible without the component-driven, modular instance of Adobe Commerce implemented by Publicis Sapient.
D2C Mobile App
Though the majority of Sunbelt’s business is B2B, they are expanding to offer a D2C component where customers can rent equipment for DIY or residential products. This aspect of their offering is located in the mobile app, which was overhauled in this project. By building out a D2C channel through the app, Sunbelt Rentals has an entirely new revenue channel that offers them previously unavailable growth opportunities.
Business Impacts of Digital Transformation
The results achieved transformed Sunbelt Rental’s bottom line, culture, operations, and reputation. The new digital platform is helping realize a strong channel shift from offline to online reservations and freeing up their sales representatives' time to focus on business growth and building relationships.
In less than 2 months post-launch, user search activity increased significantly and many more products were viewed online. There was a reduction in funnel leakage as well as an increase to the average order value, all leading to increased revenue.
Results
As is typically the case with a modern overhaul of a digital system, Sunbelt Rental received a new way of working with their digital tools, but also a new way of utilizing processes, building relationships, and organizing teams. Digital transformation is more than receiving new tools: it is learning how those tools integrate with the people side of the organization, and using that integration to drive the business to new levels of efficiency and growth that weren’t previously possible.
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