How we organized our offer and built a solid online image - ik.pl website and product catalog

Client

The Instal-Konsorcjum Group (GIK) is a leading player in the distribution market for heating, installation, and plumbing, comprising 30 renowned wholesalers located throughout the country . The group acts as a strong link between manufacturers , suppliers, and broadly defined B2B , especially installers , providing them with access to the highest quality products and services in the industry. INSTAL-KONSORCJUM GROUP's wholesalers are not only sales outlets but also centers of competence and expertise in the industry , the most important of which are heat pumps and gas boilers (gas furnaces). Thanks to close cooperation with manufacturers and continuous improvement of their offerings, they provide comprehensive support to their business partners at every stage of the project. The website, currently one of the largest online portals for heating and installation , contains thousands of important pieces of information in this area and has of heating, installation, and plumbing products (over 700,000 product sheets ). The ik.pl online catalog includes the latest technologies and solutions available on the market. From basic items – simple installation products – to advanced heating systems and solutions , and plumbing and sanitary installations – everything is available in one place, providing customers with easy access to essential information. The ik.pl website not only presents a wide range of products but also provides a platform for exchanging knowledge , experiences , and best practices in the industry . Through articles, guides, dictionaries, FAQ sections, news, and webinars , the company aims to educate its partners and promote new solutions and technologies . One of the key elements of Instal-Konsorcjum's operations is providing comprehensive support to customers at every stage of project implementation. The Instal-Konsorcjum Group and its partners prioritize sustainable development and ecology. Therefore, the offer includes products and solutions that enable energy savings, reduce CO2 emissions and also enable the optimal use of natural resources , thus supporting the idea of ecology and social responsibility.

industry

Heating, installation and sanitary technology industry

The heating, plumbing, and sanitation (HVAC/S) industry plays a key role in the design and operation of modern buildings. It is responsible for thermal comfort, access to water, ventilation, and wastewater systems – in both private homes and commercial developments. Modern technological solutions enable the creation of energy-efficient, safe, and environmentally friendly installations.

What does this industry cover?

The scope of this industry is very broad, encompassing areas such as heating systems (e.g., boilers, heat pumps), water and sewage systems, sanitary fittings, mechanical ventilation, air conditioning, and installation automation. Companies such as the Instal-Konsorcjum Group provide access to high-quality products essential for professional installations.

Who are these solutions intended for?

The HVAC/S industry's offerings are used by individual customers, construction companies, installers, architects, and investors. Increasingly, they are also targeting passive house owners seeking energy-efficient and sustainable installation solutions.

Why is this industry so important?

Installation systems have a direct impact on the comfort, health, and safety of building occupants. Furthermore, modern solutions contribute to reducing energy consumption, which is crucial in the context of rising operating costs and environmental concerns.

Trends and technology development

In recent years, we have seen dynamic technological development in the HVAC/S industry. Heat pumps, heat recovery units, underfloor heating, and plumbing fixtures are gaining popularity. At the same time, integration with smart home systems and energy management automation, particularly the integration of different areas into a single system, is becoming increasingly important.

The role of ik.pl in the world of installation technology

The Instal-Konsorcjum Group comprises 30 installation wholesalers in Poland – one of the three largest and most important players in the industry. The Instal-Konsorcjum Group is a professional product catalog containing several hundred thousand items in the field of heating, plumbing, and installation technology. The ik.pl portal primarily supports specialist clients, i.e., installers, by offering access to the best brands and products. Through IK Wholesalers, they provide expert advice and a convenient purchasing process, both traditionally and, in some Wholesalers, through B2B stores. At the same time, end customers – consumers – can also use the platform to gain professional knowledge about the best products in the industry.

the role of the team

E-commerce audit and marketing audit

Our team conducted a comprehensive audit of the online store and marketing activities. We identified key areas for improvement, allowing us to plan effective development activities.

Analysis of the situation of the IK Group and the Wholesaler

We conducted dozens of meetings with the IK and IK Group teams and visited IK Wholesalers to learn about the Group's operations, but especially to understand how individual IK Wholesalers conduct business and sales. For most Wholesalers, this was a real entry into the digital world, often for the first time. We created a map of marketing competencies, especially e-commerce competencies. This knowledge was crucial for developing an appropriate marketing and e-commerce strategy for both the Consortium as a whole and for the Wholesalers' individual local markets in the e-commerce context.

Market research

We conducted a detailed market analysis, taking into account current trends, purchasing behavior, and end-customer needs. The results of the analysis served as the foundation for further strategic decisions.

Competition analysis

We conducted a competitive analysis, both in terms of digital activities and product offerings. The findings from this part of the project enabled us to precisely position the ik.pl brand within the industry.

Creation of a marketing and e-commerce department

We created a dedicated marketing and e-commerce department from scratch. We developed a structure, hired specialists, and implemented an effective operating system based on KPIs and digital tools.

Development and implementation of e-commerce strategies

We developed a comprehensive e-commerce strategy for ik.pl, based on audits, data analysis, and business objectives. The strategy was then successfully implemented, resulting in increased sales and visibility.

Building an e-commerce team

We built an e-commerce team that combined technological and marketing expertise. We provided onboarding, mentoring, and the implementation of an effective internal collaboration model. We also created a unique e-commerce support system for local wholesalers, operating remotely from the Group's headquarters. A dedicated e-commerce team (DEK) was established, which began providing online support and continues to support individual wholesalers in their e-commerce presence. This approach has been our proven model for years in building e-commerce teams and e-commerce support (DSE – Dedicated E-commerce Specialist, DEK edition).

Development of e-commerce

We have completed the next stages of development of the ik.pl platform, one of the largest product catalogs in the industry – from implementing new features, through UX optimization, to activities supporting the visibility of the IK Group's strategic offering (Special Offer). The website – a catalog and business card in one – has gained new quality and is ready for scaling.

Monitoring, control and analytics

We implemented a continuous analytical system that enabled us to monitor key performance indicators (KPIs) and respond quickly to changes. Our reports and recommendations supported sound operational decision-making.

Development and implementation of a content marketing strategy

We created a content plan that precisely aligned with on-site and off-site SEO activities, communication goals, and the needs of IK Wholesalers and their installer clients. The implemented content increased organic reach and user engagement.

SEO launch

We managed the selection and oversight of the SEO agency. Together, we implemented on-site and off-site SEO activities, technical SEO, and content optimization, which resulted in a significant increase in ik.pl's visibility.

Creating engaging content

We've created dozens of descriptions, hundreds of blog articles and guides, and hundreds of news articles. Each piece of content was designed to engage, educate, and drive conversions in the online store.

Implementation of the unique Dedicated E-Consortium Manager (DEK) project

We developed and implemented an e-customer concept for wholesale partners. DEK has become a key link supporting e-commerce and digital presence.

Implementation of an e-learning platform for selected CI Wholesalers

We implemented a modern training platform that supported the education of our business partners. The content, structure, and e-learning technology were designed to facilitate the effective acquisition of industry-specific knowledge.

Creation and implementation of dozens of websites – a business card and product catalog in one

We have created and implemented a common website layout that serves as an information page for installers and suppliers and provides an important representation of the Consortium's strength in the Wholesale locations.

Design and implementation of 24 B2B stores for the strategic event Giełda Towarowa GIK

In 2023, the Instal-Konsorcjum Group Commodity Exchange took place for the third time. This time, the Group decided to create dedicated online tools for each participant. These tools were B2B online stores powered by IdoSell technology (24 stores), each dedicated to a specific wholesaler and their installers. Installer customers could use this simple and intuitive store to order promotional marketing packages (sets), which translated into entries for the exchange lottery (the main prize being a car). Customers could also collect points for purchasing the packages, which they then exchanged – through the same B2B store – for various prizes (household appliances and other) or services. For this purpose, we built 24 stores, each with individual visualization and access for a given wholesaler. The success of this project was summed up and crowned by the feedback from the Group – the event participants – nearly 70% of wholesalers declared they would reuse this B2B solution, based on the IdoSell store platform.

business goals

Organizing the website – product catalog – ik.pl.

Increase in visibility (organic traffic in general) by X – with an emphasis on key phrases – strategic products and brands.

Increased local visibility – 30 Wholesalers – for key categories and brands.

E-commerce audit – We conducted a detailed analysis of the website, traffic sources, UX/CX performance of the Group's business card, and the market (suppliers, installers, and competitors). The audit allowed us to identify key areas for improvement and plan further actions.
E-commerce Strategy – We developed a customized e-business development and online communication strategy based on audit data and the client's business goals. This strategy served as the foundation for a successful digital transformation. We also proposed and implemented effective local e-commerce communication strategies for most of the Group's wholesalers.
Building and Managing an E-Commerce Team – We recruited and deployed an e-commerce and marketing team to take over day-to-day operations. The team operated under a model developed by our team and was managed by Świat Cyfrowy.
Content Marketing – We developed and implemented a coherent content strategy. We created descriptions, articles, and guides that increased brand visibility and user engagement.
SEO / Positioning – We implemented comprehensive SEO measures – on-site, off-site, and technical. The result was an increase in search engine rankings and a significant increase in organic traffic.
E-commerce development – We introduced new features, optimized the website, implemented business card pages – online catalogs using IdoSell technology, and streamlined processes. The project resulted in significant improvements in user experience and conversions.
Set up an online store – We have created new corporate websites and new private label websites from scratch – from analysis, through design, to technical implementation.
Automation and Integration – We automated key processes and integrated the Group's homepage offerings with local wholesaler websites. This reduced manual work and increased team efficiency.
Marketplace Management (Allegro, Ceneo, and others) – We launched and optimized sales on the Allegro platform for selected wholesalers. We were responsible for listing, managing, and developing external channels, helping us sell off thousands of outstanding products.