About Doublet
Founded in 1832, the Doublet Group is a long-established French manufacturer and market leader in visual communication (flags, flagpoles, marquees, barriers, point-of-sale displays and event furniture). The company is an international leader, supported by 350 employees across six countries (including Germany, Spain, Portugal and the United States).
With over 4,000 products in its catalogue, Doublet now serves more than 50,000 clients (local authorities and businesses) worldwide, whether for equipment requirements or turnkey event projects.
Main Challenges
To sell its 4,000 products worldwide, Doublet operates an e-commerce site dedicated to professionals. To improve its performance, the company has set itself a two-fold objective:
- Improve online customer experience: Adopt the best practices of direct-to-consumer (DTC) e-commerce by implementing personalised customer journeys, automation and lead nurturing within its purchasing journeys.
- Manage the complexity of B2B processes: Manage a complex sales cycle (online quotation management, opportunity tracking, interactions with global subsidiaries) whilst integrating seamlessly with their proprietary ERP system.
Why Positive User ?
Doublet chose Positive User for its unique ability to centralise advanced marketing automation features, behavioural tracking and a CRM system natively tailored to the challenges of B2B e-commerce, all on a single platform.
The solution’s flexibility enables campaigns to be driven by users’ purchasing behaviour on the website, centralises complex workflows related to sales processes with business professionals, whilst ensuring real-time synchronisation with their ERP system.
Positive User in daily use: simplifying complexity
Doublet’s teams now base their use of the platform on three strategic pillars:
- On-site personalisation and nurturing:
Doublet uses Positive User’s chatbot to guide website visitors should they encounter any friction during their journey. Furthermore, the retailer dynamically personalises the website’s display according to the customer’s profile. Automated nurturing workflows have also been implemented, such as follow-ups based on product wear and tear (e.g. a targeted email offering to repurchase flags 45 to 60 days after the initial order)
- Automation, CRM and sales follow-ups:
All quotes generated on the website are automatically fed into the Positive User pipeline. Intelligent routing has been implemented:
- The lowest-value quotes trigger a 100% automated email follow-up sequence.
- Higher-value quotes are immediately assigned to the sales teams for a highly personalised approach.
- Reactivating inactive customers:
A Positive User workflow identifies customers who have not placed an order for six months and creates targeted opportunities. This AI-enriched data summarises the customer’s purchase history to provide sales representatives with suggested opportunities even before they pick up the phone.
Goals & Achievements
The integration of Positive User has enabled Doublet to centralise its sales data and optimise the deliverability of its messages. Above all, however, the tool has established itself as a powerful driver of growth:
- Thanks to automation and follow-ups managed via the Positive User CRM, quotes worth several hundred thousand euros have been converted into orders.
- Reactivating dormant opportunities: conversion rates of 0–25%, reactivated by the Doublet teams using Positive User. These opportunities were not previously reactivated.
