October 19 2015

The customer first on all Makro channels, including online on is evolving to serve the next generation consumers -often mobile- even better. Makro indeed opts for a consistent customer-centric approach in its omnichannel strategy. The Reference, full service digital agency and e-commerce partner from, was responsible for this online renewal process. continues to optimize in terms of an ideal customer experience. Within the omni-channel strategy of Makro, the client comes first. To make it easier for the visitors to find their desired product, the UX-specialists from The Reference are measuring data continuously to convert their learnings into concrete improvements. The world of today’s consumer is constantly changing. New mobile devices are constantly changing. Therefore responsive web design was introduced to offer the mobile-user easy reading and an optimal experience, and this in the widest possible range of mobile devices. The user will therefore have less scrolling and zooming when the used screen is becoming smaller.

Peter De Jonghe, E-commerce manager at Makro C&C Belgium NV states:

As we know, the new customer doesn’t think in channels. The new customer expects that a shop or vendor is accessible wherever and whenever they want. More and more people make purchases via mobile devices this is a fact that also can’t ignore. A whopping 30% of our visitors is a mobile-shopper and doesn’t sit behind his desktop! We wanted to offer the consumers the same experience, regardless of which way and on what device they use our webshop. Therefore we have decided to give the webshop a more Makro corporate identity, and optimize all the webpages for iPad/tablet, smartphone and desktop. Through responsive web design is offered a better user experience on any screen size on which they visit the website. The device of the visitor will be detected and on the basis of the corresponding screen size will the website automatically scales to the best way to be viewed. By thorough UX research was an ideal experience for every screen size outlined and the procurement process optimized. For example, the mobile customer journey contains less dropdown menu’s and focusses more on easy navigation to the products.

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