Lecot.shop : activating omnichannel growth for B2B and B2C

Lecot, a leading Belgian distributor of professional tools and building materials, aimed to accelerate its digital trajectory. The ambition was clear: to build a high-performing e-commerce platform addressing both professional and retail customers, while aligning assortment, pricing, and category strategy with the company’s long-term growth vision.

Between 2022 and 2024, Consumer Lab led the launch of www.lecot.shop on the Shopware platform, designing a focused online assortment of 5,000 products from a catalogue of over 540,000 references. 
This selection was driven by data and performance insights to balance profitability, customer demand, and strategic priorities. We also defined and implemented Lecot’s first digital pricing architecture, integrating: 

• Price elasticity testing 
• Targeted promotional mechanics 
• Channel-based pricing differentiation 

In 2024, the project evolved to establish Category Management as a strategic function across the organization. This shift laid the foundation for Lecot’s 2025 pricing and assortment plan, introducing a value-based pricing approach and a unified framework connecting product hierarchy, customer typologies, and margin objectives.