With demand for environmentally friendly building products surging, fierce competition from niche manufacturers has prompted established firms like Construction Specialties to upgrade their business models and application infrastructures.
I sat down with Mike Weissberg, director of digital marketing and Arthur Cosma, the company’s enterprise automation manager, to learn more about how the company’s new approach is taking on challengers by creating tailored and “frictionless” experiences for its customers.
Why did you change the way Construction Specialties took its products to market?
Mike Weissberg: We started seeing a lot of new challenger brands popping up in online search, getting a lot more visibility than we were.
How did you respond to the pressure of these new entrant competitors?
Mike Weissberg: In addition to increasing our online presence, launching a series of paid search and social marketing campaigns targeting architects, interior designers, contractors, property owners, and facilities managers, we were also creating distinct marketing messages for each persona, and upgrading our entire business application infrastructure.
What was the first business application you upgraded?
Mike Weissberg: We started with Oracle Commerce Cloud Service, because it lets our customers purchase popular off-the-shelf products such as entrance mats, cubicle curtains, and expansion joint covers online. For customers requiring custom products or engineered-to-order systems, they now can initiate a quote request online.
Why did you choose Oracle Cloud?
Mike Weissberg: Our number one reason for upgrading to Oracle Cloud is to make it easier for our customers to do business with us.
What applications are you planning to upgrade next?
Mike Weissberg: We’ll be connecting Commerce Cloud and Oracle Configure, Price, and Quote (CPQ) Cloud to Oracle Product Hub Cloud, which will help us see what inventory we have on hand, understand which shipping options are available, and predict order lead times.
Are there any additional applications and integrations planned after those?
Arthur Cosma: Yes, we are already in the process of integrating Oracle Commerce Cloud, Oracle CPQ Cloud, Oracle Supply Chain Management Cloud Service and Oracle Enterprise Resource Planning (ERP) Cloud to let customers request quotes, and also allow third-party sales representatives to review and approve those quotes, and send them on to Oracle Order Management Cloud, which will trigger a supply chain event to pick inventory, procure parts, and schedule production. As the order is processed, it’ll be routed to Oracle Financials Cloud to prepare an invoice.
What would you say has been the biggest benefit of moving from an on-premises legacy IT infrastructure to a cloud-based one?
Arthur Cosma: The cloud has completely taken away all of the maintenance and custom-coding requirements that were bogging us down.