All Metal Australia opened its doors in 2009 as a specialist manufacturer and supplier of steel roofing and walling products, architectural cladding and related materials. Success quickly followed, and the business now operates from five locations in the Greater Sydney basin plus three branches in Tuggerah & Newcastle after experiencing strong growth over the past three years.

But in an extremely competitive trading environment, All Metal realised that they needed to continually improve their customer experience and offer to grow share and retain loyalty.

All Metal had the range, expertise and footprint, but also understood the power of taking an omnichannel approach in helping them achieve market share growth. While the business’ expanding store footprint provided a strong in-person channel experience, the company looked to develop an e-commerce, remote and self-service offer.

Leveraging I.M.A’s deep understanding of the customer journey and Tradie segment insights, an online marketplace and digital sales channel was developed. It took All Metal’s product offer online, making customers more ‘sticky’ with the brand and adding even more value to the customer.

Development of the online ordering functionality and marketplace of products.

The launch of the new marketplace experience provided customers with a complete omnichannel experience. This element of the offer will continue to drive competitive advantage and customer loyalty for this growing manufacturer.