Consumer Lab.Mission — Construction Supplies & Professional Tools
Omnichannel Growth Transformation for B2B and B2C
Building a scalable B2B and B2C e-commerce platform at Lecot by aligning assortment, pricing, and organization through Category Management.
Client
Lecot
Industry
Construction Supplies & Professional Tools
Period
May 2022 – May 2025
Role
Sr. Category Manager
Business Domain
- Customer Experience
- Marketing & Content
- CRM & Customer Intelligence
- Data & Analytics
- Organization & Governance
Strategic Focus
- Customer Journey Design
- Value Proposition & Positioning
- Segmentation & Personalization
- Lead Generation & Conversion
- Performance & ROI Management
Pillars Activated
- Designing the Customer Experience
- Empowering the Organization
- Optimizing Operations & Execution
- Transforming Products & Services
Strategic Context & Challenge
Lecot, a leading Belgian distributor of professional tools and building materials, sought to accelerate its digital trajectory while serving both professional and retail customers.
The challenge extended beyond launching an online channel: assortment complexity, fragmented pricing logic, and limited organizational alignment constrained scalability.
A strategic shift was required to turn e-commerce into a profitable growth engine and to embed Category Management as a company-wide execution model.
Strategy built across the 4 pillars
Using Consumer Lab's 4-pillar framework, the mission aligned customer experience, organization, operations, and innovation into one coherent commercial system.
The e-commerce experience was designed to address the distinct needs of B2B and B2C customers, balancing professional efficiency with retail accessibility. A focused online assortment, clear navigation, and differentiated pricing logic created a coherent and trustworthy omnichannel experience across digital and physical touchpoints.
Category Management was introduced as a strategic and organizational backbone, aligning teams around shared category priorities, performance objectives, and decision rules. Governance, roles, and a common commercial language connected Marketing, Sales, Pricing, and Operations — turning strategy into consistent, day-to-day execution across the organization.
Assortment structures, pricing rules, and performance dashboards were designed to support operational discipline and scalability. Margin and profitability tracking tools were embedded into commercial routines, enabling fact-based decision-making and continuous performance monitoring across B2B and digital channels.
A curated digital assortment of 5,000 products was defined from a catalogue of over 540,000 references, driven by demand, profitability, and strategic relevance. Lecot's first digital pricing architecture was implemented, integrating price elasticity testing, targeted promotional mechanics, and channel-based pricing differentiation to support sustainable growth.
Business impact
Successful launch of Lecot.Shop serving both B2B and B2C customers
Improved competitiveness and profitability through value-based pricing
Category Management recognized as a strategic pillar across the organization
Scalable operating model for assortment, pricing, and execution
Embedded margin and profitability tracking in B2B performance management
Strong foundation for long-term omnichannel growth