SHORT VERSION
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 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).
Bridging the gap: A strategic shift towards personalization
Determined to bridge this gap, Tabet and his team launched an ambitious initiative. Partnering with QNTM’s Ibexa and Raptor, and integrators Almavia CX and Smile, they set out to bring hyper-personalization to the heart of Atlantic’s digital strategy.
Using Ibexa’s DXP (Digital Experience Platform) and Raptor’s CDP (Customer Data Platform), their goal was to transform 8,000 distributors from passive users into active creators of their own tailored digital experiences.
For Groupe Atlantic, hyper-personalization 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
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.
Digital Solution
The solution was designed to drive personalization, improve navigation and streamline operations. Key components included:
Unified Platform
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Consolidated all products and services into a single, professional-grade digital ecosystem.
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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 personalized 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 customization feature to personalize 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 optimize user interactions and marketing efforts.
Seamless technical architecture
- Integrated DXP and CDP with internal systems for real-time data validation and synchronization.
- Provided tailored experiences for non-logged-in users while encouraging registration for full access.
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-personalization was swift and transformative:
distinct distributor segments were defined
distributors were onboarded
individual professionals will receive 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-personalization 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.
The result
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.
Personalised B2B pricing
Reflecting negotiated terms in customized pricing structures.
Frictionless ordering
Integrating the web portal with SAP & Salesforce (coming soon).
Greater distributor engagement
Providing personalized tools for selection, ordering, and tracking.
And when the distributors were asked about their experience, the answer was clear:
%
of users found portal navigation intuitive.
%
expressed satisfaction with the personalised content
In fact, 30 team participants and 10 content contributors have high utilization levels. And for professional users, the personalized content was proven to boost productivity significantly.
“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 cultural shift
Edward Tabet and his team led a transformation that went far beyond Groupe Atlantic’s digital presence: They reshaped its culture.
By unifying Groupe Atlantic’s digital ecosystem and introducing hyper-personalization, they created a platform that truly reflects the needs of its professional network.
Distributors now have tailored tools, content, and pricing that adapt to their roles, while internal teams benefit from streamlined systems and deeper customer insight. The result is a more connected, adaptive, and scalable foundation for B2B engagement.
