NORELEM
For more than 65 years, norelem has been the trusted partner of designers, engineers and purchasers in the international mechanical and plant engineering industry. The company is a manufacturer and distributor of a unique, comprehensive and constantly growing range of over 100,000 standardised quality parts in the field of standard and operating elements, and is represented worldwide by 12 of its own locations. For many decades, norelem has been a constant in the design and purchasing departments with its product catalogue called ‘The Big Green Book’. Now, the dynamically growing digital catalogue on the norelem websites is becoming increasingly relevant for the target group.
What was the challenge?
Especially students or young professionals from the norelem ACADEMY, who have grown up with the internet and digital technologies and who, among other things, take a web-based image search for granted, sometimes find it difficult to search and find the desired components in the comprehensive norelem range. A text-based search alone can therefore quickly reach its limits with fuzzy or unclear search terms. While in the past, users would leaf back and forth and ‘browse’ through the print catalogue to search for products iteratively, they now demand targeted options in the digital space. This is confirmed by the trend that visual orientation using smartphone cameras is becoming increasingly important in everyday life, to which even search engines like Google and Microsoft Bing are responding.
"With our industry-leading full range of over 100,000 items, it is important to us to make online searches an easy entry point into norelem's product world. The response to the nyris image search used at norelem has been very positive, especially among younger customers."
Almir Jakupovic
Head of Sales, norelem
How did we solve it?
An intuitive search function based on the nyris image search was developed for the norelem websites to meet the expectations of digitally savvy users. The visual search embedded on all norelem pages now allows prospects and customers to search for suitable items using an article image, a CAD drawing or another image reference, and to find them as quickly and easily as possible. This feature is particularly appreciated by ‘digital natives’, who are already familiar with such a function from B2C providers. This step has further increased the user-friendliness of the websites and digital catalogues and made the norelem range even more accessible.
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