How to bring a customer promise to life in the builders' merchant sector?
Strengthening team and customer engagement around a new brand identity
A builders' merchant in the midst of transformation
Two years ago, Raboni evolved its brand identity around a new signature: “Votre équipe, c’est nous”. A powerful promise – warm, expert and supportive all at once – perfectly aligned with the company's values and ambitions. Yet this new promise had barely filtered through internally and was not being relayed to trade customers.
As a result, teams had little grasp of the brand's fundamentals, its value proposition and messaging, or its service offering. Yet as a multi-specialist builders' merchant, Raboni has every interest in leaning on its people to create value in the customer relationship.
BrandRaboni
SectorBuilding, construction materials
BusinessMaterials distribution, finishing and structural works
Website raboni.fr
- Making Raboni's new identity shine across every touchpoint
- Defining and spreading the customer promise, by developing ready-to-use sales arguments
- Engaging teams around the brand promise, turning them into convinced ambassadors
- Strengthening command of the offering across products and services to raise the quality of advice
- Rebuilding a sense of belonging by celebrating the men and women who bring the brand to life
Immersion in the field
We began by going out to meet the teams in the branches. These immersions, rich in conversations and observations, allowed us to grasp day-to-day realities, pain points and levers of engagement. They also fed our creativity in devising initiatives as close to the field as possible.
Materials designed for the teams
We created a complete, easy-to-read set of sales documentation, useful for employees and customers alike. The materials included:
- An overarching “Raboni customer promise” brochure
- Focus leaflets on areas of expertise, delivery and sales support
- An inspiring video featuring the Managing Director, Benoît Relandeau, to remobilise teams around the brand's commitments
RESULTS
A brand that lives in the branches
This end-to-end approach has put the Raboni brand back at the centre of the customer relationship and of branch life.
Teams now have a clear, engaging framework to advise customers better
The new identity is finally coming to life in the field
Employees are better equipped to embody the “Votre équipe, c’est nous” promise.
And because you cannot engage without exchanging, we are continuing to support the branches in their day-to-day work.
At Raboni, there are no great stories without great relationships. And at Convergence, we are proud to play our part.
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Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
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