r RS ComponentsCustomer First, Digitally FocusedAlan Miller

RS Components overview

2,500 Suppliers 600,000 Products stocked

> 1m Customers 90+% of World GDP

Multi-channel

Marketing & Sales

Strong Brands since 1937

£1.3B Revenue

13 Distribution Centres

44,000 Parcels Daily

60% eCommerce

60 websites,120M Visits

10,000 New Engineers /month

Who are we

What we do

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How we do it

A bit about us…

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Janine McNab is a Digital Content Manager. Her background in DigitalMarketing has seen her implement digital campaigns across a wide range of sectorsincluding utilities, travel and manufacturing. Her responsibilities at RS Componentsinclude the implementation of a content strategy into a customer-led e-retailenvironment.

Alan Miller is VP of Digital Content at RS Components, a $2 billion distributorof industrial and electronics products. An experienced professional with abackground in supply chain management & delivering strategic change, he hastransformed his team to a customer-first, digitally focused organization.

He is responsible for defining and implementing a content strategy across people,systems, and processes to enable RS Components’ digital ambitions.

Colette McDade is the Head of Content Production at RS Components,leading a large department of Content experts in the delivery of high quality digitalcontent. Her approach is dynamic and people centred, with a strong focus on greatculture and investment in personal development.

RS Components’ Digital journey began 3 years ago

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Key responsibilities were Product Content & Data

Product Content was created by multiple teams

There wasn’t broad acceptance of what Product Content meant

The Content team became the end of a number of processes

RS Components was 80% focus on catalogue production

We recognised we didn’t know enough on our own

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The Content output of RS is currently comparable to that of its main competitors, such as Farnell. Its is sufficient for continued sales but it is

not optimised to actively accelerate growth.

Content on its own cannot make a business successful. It is an asset that must be utilised effectively by the business to help it achieve its

goals.

Kate Kenyon, Whipsmart Content, Ltd. Dec 2012 Review

“”

WE SET OUT TO TRANSFORM CONTENT WITH A CLEAR SET OF PRINCIPLES

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We will become a Customer First, Digital Focused Content Organisation

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We will improve & manage the Quality of our content, priorities will be driven by customer impact & commercial opportunity –

Our focus will be Brilliant Basics

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We will work more closely with Marketing and Offer and be integral to the delivery our Strategic Priorities

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We set out to transform content with a clear set of principles

Amazing, customer-focused content that compels customers to be loyal because in doing so it

makes their job easier.

Brilliant systems and processes that make creating and managing our content

easy, efficient and rewarding.

WHICH HAS ENABLED US TO EVOLVE OUR CONTENT VISION

And a clear vision

We had a long term strategy…

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At the same time the demands and expectations of customers are always

increasing

36% 2014 30% 2015

…but there were big costs and it takes time

It was all about the….

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Completely customer-led – Really understand what is important

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Focus on Brilliant Basics – Relentlessly - And see it through

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Its about outcomes not inputs

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Empower the team - Really

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There is no silver bullet – Others are acting now

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Hand over the ‘How’

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Inspire people to own the problem

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Don’t be defensive

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Leaders not experts

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What did we actually do…

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RS Content

3.7mTechnical attributes reviewed

Created a world class

studio

Globalisedthe offer

35kProducts with

video150kenhancements

to baseline content

Product Page

redesign

140kTechnical

datasheets added

86k products with

specific images

NES score moved from

11 to 21+

500k technical document in front of customers

Automation technology developed in house by the

team

Site SpeedReduced by

2.4 sec.

65k search re-directs

Up-skilled

120 Content specialists

Applied CI methodology across operational process

25% increase in global SEO

sessions

4mProduct titles optimised for

SEO

300% efficiency in

time to market

And the outcome

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Double digit growth in sales driven by conversion

Customer Satisfaction rate increased from 70% to 94%+

In the past 3 years employee engagement has improved from 42% to 71%

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Questions