Saint Gobain - Registration document 2016

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3 STRATEGIC DRIVERS FOR SUSTAINABLE GROWTH
2. Continuing the Group’s digital transformation
56 SAINT-GOBAIN - REGISTRATION DOCUMENT 2016
can create a virtual view of a screen using their telephone
product fitted to a door or a window, or choose a
camera to show how their setting would look with the of mosquito screen.
background from the image gallery and apply different types
BIM
building’s life cycle. At a time when initiatives involving BIM
and is now using this tool to promote its products. Most
are on the increase, Saint-Gobain is seizing its opportunity
where architects and designers may download Saint-Gobain
Group Activities have designed libraries of virtual objects
with designers from the initial sketch phase onwards, and
products from the design phase. This encourages interaction
contributes to broadening the product and service range.
construction and building market. Building Information
The digital revolution is driving profound change in the
offering building data modeling throughout all the stages of a
Modeling (BIM) has become an integral part of this change,
In Italy, in 2016, Saint-Gobain developed the country’s first
digital model of Saint-Gobain integrated solutions on its
the comfort they provide.
etc.), by keyword (glass wool, flat glass, etc.), by brand and
selected by application (exterior or interior walls, roofing,
offers detailed product overviews, with 2D and 3D graphic
according to the level of comfort. The BIM interface also
representations, data sheets, certifications and information on
website, thereby staying a step ahead of the new national
public construction and infrastructure projects. The tool helps
regulations on public tenders which promote the use of BIM in
improve project efficiency and profitability. Products can be
construction professionals to reduce the risk of error and
Saint-Gobain Rigips in Poland is the first plasterboard
technology, for architects and designers. The brand has
manufacturer to offer modeling for its systems using BIM
online.
developed a database of all its solutions which is available
Analyzing customer data and 2.1.3
from Big Data to Smart Data
anticipating customer needs:
customer. Tailored services and communication are key to
intelligent data set concerning both the brand and the
this.
to end customer expectations. Once analyzed, the mountain
the basis for predictive models that enable a better response
of data – or Big Data – becomes Smart Data, a useful,
amounts of data. The statistical analysis of these data forms
Customer activity online or in-store generates significant
site users’ satisfaction.
result of this analysis, enhancing the customer experience and
For example, Jewson (Building Distribution in the UK) has
the behavior of visitors to the Jewson Tools Direct site, using
adopted this approach by undertaking a detailed analysis of
of a page. Changes were made to the site’s functionality as a
the heat map method which highlights the most-viewed areas
Data analysis provides a means of strengthening customer
investment choices, specifically targeting key contacts, or
relations for brands and trade names by optimizing
optimizing sales performance.
Measuring the presence of online 2.1.4
activities
online and finish in-branch (Web to Store). On this basis,
as by sales generated indirectly, through processes that start
increased by 17% in 2016.
online traffic grew continuously since 2014 and online sales
is measured by volume of online sales (e-commerce) as well
By measuring the effectiveness of the digital strategy, a
Distribution Sector, the effectiveness of the digital approach
certain number of trends can be highlighted. For the Building
identified customer, with whom it is possible to interact.
is not so much to increase sales as to provide sales support
For the Group’s manufacturing Activities, the digital strategy
above this, the engagement of visitors on the Group’s sites.
for the Activities, by increasing website traffic and over and
question or tries out the brand, they become a potential
When a visitor downloads a document from a site, and asks a
Saint-Gobain’s main websites increased by 17% to achieve a
For all the Activities, industry and distribution, the traffic of
number of connections around 114 million annually.
Social networks allow new ways of communication with
become critical both for Saint-Gobain’s Activities and for the
customers and brand promotion. Social media presence has
gathered 130,000 Linkedin members, 11,000 for Twitter and
Group. Only for the institutional presence, Saint-Gobain
22,000 for Facebook at the end of 2016.