Digital tools and services have become indispensable in the solar industry. It’s therefore no wonder that we have a strong team dedicated exclusively to this. Our Marketing & Digital Director Gittan Heijkoop felt the urgency two years ago and took the lead in developing a digital strategy. We are now in the implementation process where we are focusing on unburdening the solar professional as much as possible.
At the time, you were at the basis of what is now Team Digital. Could you take us back in time: how did the urgency arise?
‘What you noticed during that time was that more and more software services were being developed with the main aim of making the installer’s work easier. From day 1, of course, that has been our ambition: building value for solar professionals. This motto is reflected not only in the smart mounting systems we develop but also in the physical and online training courses we have been offering for many years. It was therefore a logical step to set up the digital branch from marketing.’
Getting that first step is crucial, but do you already have an idea of which next steps to follow?
‘After we gained support in the company and it became a tangible pillar, we simply made a plan. For that, we interviewed customers and researched what was going on in the market and where the needs were. All those outcomes formed the foundation of the digital strategy. Important to emphasise; that our strategy was created entirely from the customer’s perspective. We tested each step with installers: what do they need to optimise their time on the roof?’
How was the translation from strategy to practice? For example, did you already have the right people in place to give hands and feet to the plans?
‘Partly yes, we were relatively quick to translate our physical training sessions and webinars into compact e-learnings for the Esdec Academy. The Esdec Calculator had been a popular digital tool among solar professionals for several years, but we wanted more. As a result, we had to hire new digital experts. Since October 2023, the team has been complete, and we continued to develop and innovate. It has resulted in the launch of an online portal that brings together all our digital tools and services. And the app OnSite is indispensable for installers on their first on-site inspection. For example, this app is directly connected to the calculator, which in turn saves time.’
These are stunning milestones achieved in a short time. Do you have an explanation for this success?
‘One of the factors is that we started working very carefully and customer-driven. As I said earlier, we have consulted many customer panels, and we are in continuous contact with the installer. Our focus is always to provide that added value. What distinguishes us is that we can carry all the digital developments as a global player. Esdec is now integrated into Enstall together with Blubase and, from 1 January 2025, Sunfer. That means we have a lot of expertise in house. We use all available knowledge and resources to remain as relevant as possible in the digital field as well.’
Does it mean that we will be launching more new digital products in the near future?
‘That ambition is certainly there for the long term, but as for now the priority is on a successful rollout. We also think it is important to maintain the quality and reliability of our calculations, and thus the API connections. With our new position in the digital playing field, we are noticing a growing interest from international software partners eager to join forces with us.’
In conclusion, is your role also changing now that the digital colleagues are a solid team?
‘Definitely, but that has been happening for years. When I joined Esdec in 2016, my task was to build the brand in the Benelux and later Europe. I get energised when I get to create new things. Back then, there were two of us. Nowadays, we have grown into an all-round marketing department in which everyone contributes to the whole from their expertise. The realisation of the digital branch was a logical consequence for me and I’m looking forward to new challenges in the future.’
