The Atlantic shift:
Transforming B2B engagement through hyper-personalisation
For over 50 years, Groupe Atlantic has been a leader in sustainable and innovative HVAC solutions, operating across 31 countries with 15 brands and 13.000 employees. Despite its global success and an annual revenue of €3 billion, Edward Tabet, Web Domain Leader, saw a crucial gap.
Groupe Atlantic’s digital ecosystem was fragmented, limiting its ability to truly connect with its professional (B2B) network. This diverse ecosystem included eight types of distributors: large retailers, solution integrators, construction architects, engineering offices, building operators, equipment installers, real estate developers and CMIstes (specialised contractors).
Determined to bridge this gap, Edward Tabet and his team launched an ambitious initiative. Partnering with QNTM companies Ibexa and Raptor, along with premium partner Almavia CX, they set out to bring hyper-personalisation at the heart of Atlantic’s digital strategy.
By leveraging Ibexa DXP (Digital Experience Platform) and Raptor CDP (Customer Data Platform), their goal wasn’t just to modernise Groupe Atlantic’s overall digital platform. They aimed to transform 8.000 professional accounts from passive users into active creators of their own tailored digital experiences, unlocking new levels of engagement and business potential.
What is hyper-personalisation?
Hyper-personalisation goes beyond traditional personalisation, which typically relies on broad customer segmentation. Instead, it leverages real-time data, AI, and analytics to deliver highly tailored experiences at an individual level. Every interaction adapts dynamically based on a user’s behaviour, preferences, and needs.
For Groupe Atlantic, hyper-personalisation meant shifting from generic services to truly bespoke digital experiences. Distributors could now influence pricing, product selections, and engagement methods, transforming digital interactions from a standard service into a competitive advantage.
When you are a client with us, you are an individual, and that means you must have your own experience
Operational challenges
Groupe Atlantic’s digital ecosystem was characterised by inefficiencies and fragmentation, affecting both user experience and operational effectiveness.
The key challenges included:
- Disjointed platforms – With five product-specific websites and four functional websites, users encountered inconsistent experiences.
- Complex user journeys – Content and navigation were not optimised for different client segments, leading to frustration among professional users.
- Limited personalisation – The system lacked the ability to adapt experiences based on user roles, activities, or preferences.
- Integration gaps – Poor alignment with internal systems and processes made interactions inefficient.
- Branding inconsistencies – The digital platforms did not fully reflect Groupe Atlantic’s professional and innovative brand identity.
Strategic transformation roadmap
Edward Tabet and his team developed a structured roadmap to bring hyper-personalisation to life:
Segmenting by distributor
Dynamically customising content and product recommendations for each user type.
Opening access
Removing barriers to entry and making the website fully accessible to all users.
Mandating account creation
Encouraging deeper engagement through personalised dashboards.
Empowering distributors
Providing tools for users to customize and refine their own profiles with tutorials, technical documentation, service subscriptions and advanced personalisation.
Key objectives
Groupe Atlantic’s digital transformation was driven by five core objectives:
- Unification: consolidate all product and service websites into a single platform dedicated to professionals.
- Personalisation: deliver tailored experiences based on user roles, such as installers, technical consultants, and distributors.
- Enhanced usability: simplify navigation and improve user journeys on both desktop and mobile platforms.
- Operational efficiency: build a reliable platform integrated with Atlantic’s internal information systems to support seamless data exchange.
- Brand alignment: ensure the digital experience reflects Atlantic’s values of professionalism, clarity, and simplicity.
Empowering distributors and redefining engagement
Groupe Atlantic’s distributor network was diverse and fragmented, ranging from large national retailers to independent integrators. The shift to hyper-personalisation was swift and transformative:
distinct distributor segments were defined
distributors were onboarded
individual professionals already receives personalised experiences
The human touch: selling an experience, not just a product
For Groupe Atlantic, digital transformation wasn’t just about data, it was about people. It was about giving ownership to distributors. They were no longer just purchasing products; they were shaping their own experiences, influencing pricing, and even contributing to product development.
Internally, Groupe Atlantic also integrated digital tools with physical interactions. Hyper-personalisation became a core part of sales team training, equipping representatives with login credentials to simulate distributor interactions during in-person meetings. This hands-on approach enabled sales teams to not just explain the platform’s value but to demonstrate it in real time.
Implementation highlights
The transformation included a complete graphic and functional redesign of Groupe Atlantic’s primary B2B site, with a focus on:
- Simplifying content structure to meet the unique needs of different client segments.
- Facilitating quick access to essential tools and resources for installers and consultants.
- Ensuring fluid navigation to save time during project engineering phases.
Digital Solution
Unified Platform
- Consolidated all products and services into a single, professional-grade digital ecosystem.
- Ensured 70% of the content was accessible only to registered users, encouraging engagement and exclusivity.
Personalised experiences
- Tailored content and navigation based on user roles and activities.
- Provided personalised notifications for campaigns, updates, and events aligned with user behaviour and business needs.
Enhanced functional scope
- Integrated advanced tools such as simulations, catalogs, training materials, and certifications.
- Introduced a block-builder customisation feature to personalise tools and software components based on user profiles.
Data integration & management
- Unified CRM, web, and other data sources into a centralised hub for actionable insights.
- Enabled audience segmentation and tracking to optimise user interactions and marketing efforts.
Seamless technical architecture
- Integrated DXP and CDP with internal systems for real-time data validation and synchronisation.
- Provided tailored experiences for non-logged-in users while encouraging registration for full access.
Delivering value to distributors
With hyper-personalisation at the heart of its strategy, Groupe Atlantic ensured that distributors gained tangible benefits, including:
24/7 accessibility
Replacing phone interactions with seamless digital self-service experience
Frictionless ordering
Integrating the web portal with SAP & Salesforce (coming soon).
Greater distributor engagement
Providing personalised tools for selection, ordering, and tracking.
Operational results
The integration of DXP and CDP led to measurable improvements across Groupe Atlantic’s ecosystem:
Improved distributor experience:
%
of users found portal navigation intuitive.
Higher distributor engagement:
- High utilisation levels among 30 team participants and 10 content contributors.
- Personalised content and intuitive tools boosted productivity for professional users.
Favorable operational impact:
- Streamlined workflows and centralised data improved efficiency for both internal teams and external distributors.
- Enhanced ability to qualify and personalise distributor journeys, driving higher engagement and satisfaction.
“In terms of ergonomics, it’s night and day compared to previous sites. Navigation is very fluid. It saves a lot of time. A great evolution!”
“Reading and comprehension are easy. The side menu helps us save time during navigation and the colours make it clear that we’re on one unified platform. I never feel lost, on the opposite, it actually sparks my curiosity.”
A transformed organisation
Edward Tabet and his team didn’t just enhance Groupe Atlantic’s digital presence, they reshaped its culture. The most profound impact of their hyper-personalisation journey wasn’t just digital, it was strategic. By implementing an innovative business model in a complex B2B environment, they empowered both their distributors and internal teams, shaping a new era of engagement, efficiency and innovation.
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