E-commerce: more than a growth engine for Electroplanet

E-commerce allowed Electroplanet to confirm its position in the home appliance equipment sector. In addition to the continuous development of its website, with the aim of guaranteeing visitors a good browsing and shopping experience, the appliance specialist will soon launch its mobile application.

It was in 2018, and well before the health crisis, that Electroplanet took a digital turn by creating its website www.electroplanet.ma. Since then, the national operator has embarked on a strategic shift of continuous growth in terms of online sales of home appliances and high-tech products.

“E-commerce has mainly allowed us to confirm our positioning as a specialist in home appliances in Morocco, which has been accentuated during the confinement or the only way to equip yourself is to buy online and have it delivered at home”, says Hakim Mataich, general manager of Electroplanet.

Today, the home appliance specialist offers the widest range of high-tech products in Morocco available online, with over 3,000 cutting-edge references and over 60 different brands.

Evidence
TV, Hifi and Multimedia…, Electroplanet announces that it holds no less than 30% market share in the segment (value stopped at the end of October 2021), with more than 2 million units sold. The group’s turnover is 1.8 billion dirhams, with an annual increase of 13% on a consolidated basis. What further contributes to this dynamic is the anchoring of the brand in a logic oriented towards e-commerce. Hakim Mataich assures that “in 2021, the weight of e-commerce turnover will be 1% of the brand’s global turnover. This weight should increase with the expansion of our catalog and also with the very soon launch of our mobile application”.

It should be noted in this sense that the site is still in the notoriety stage and the market is not yet mature. That said, the e-commerce site also serves as documentary support for Moroccan consumers before heading to the store to complete the purchase process. Products sold online are offered at the best prices according to the management of the national player, with promotions and offers throughout the year, in addition to a free delivery and installation system for the items purchased.

Thus, the customer will be able to enjoy the 24-hour delivery service, but also the installation from A to Z of all products purchased from Electroplanet, in addition to the plumbing and electrical work related to them. Quality after-sales service (SAV) is also 100% guaranteed, with an extended product warranty of up to 5 years. In addition, “the online sales channel also gives us the possibility to serve MREs who want to buy products from their country of residence and have them delivered to Morocco to their homes or family members”, says Mataich.

Successful digital change
Today, the company has largely managed to capture digital change. Focusing its presence in the Kingdom on an omnichannel model based on its physical stores and its commercial website, Electroplanet leverages the best of these two sales channels to deliver an immersive, efficient and intelligent experience. This omnichannel retail system is fully humanized as it highlights the spirit of the web store. However, Electroplanet continues to capitalize on the expertise of its salespeople “by placing them at the center of the digital customer experience, with the aim of building an even more personalized relationship of trust with consumers through this new channel”. of the Electroplanet.

Panorama
In order to further affirm its positioning in the e-commerce market, Electroplanet ensures the continuous development of its website, with the aim of also guaranteeing visitors a good browsing and shopping experience. Also, very soon, the home appliance specialist will launch its mobile app, which will make online shopping and personalized browsing even easier. As for new openings, after the launch of Full e-commerce at the end of 2019, Electroplanet opened 11 stores. Your opening plan continues at a rate of 5 opens per year. Thus, in addition to the stores opened at the beginning of the year, namely the Settat, Tanger Iberia and Meknes Hamria stores, the appliance specialist plans to launch three stores in Casablanca.

Hakim Mataich

CEO of Electroplaneta

“The Moroccan home is fully equipped with its home, thanks to new product categories that respond to the new way of life, especially robotic products, and that, since confinement. This also pertains to product categories where the market is mature. The main insight we learned today is that the e-commerce website, above all, represents a good showcase for the brand to showcase the strength of the offer and the depth of reach. And it is also a platform that presents prices transparently to the final consumer. The e-commerce platform also allowed us to sell sub-categories of products where we were not a destination a few years ago, such as accessories and household items.”

Sanae Raqui / ECO Inspirations




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