Wienerberger.Enabling Faster, More Confident Buying

Wienerberger UK is a global leader in brick and building infrastructure solutions, serving a broad and diverse customer base that includes multinational merchants, architects, developers and local builders.

With an extensive and technically complex product portfolio, Wienerberger faced the challenge of enabling customers to quickly understand options, access accurate specification information and make confident decisions — while also supporting its wider digital transformation strategy.

Wienerberger needed a customer engagement experience that was simple to navigate, consistent in messaging and fast to use, regardless of customer type or stage in the buying journey.

Buyers needed immediate access to the right information — from high-level inspiration through to detailed technical and BIM data — without delays, manual follow-up or reliance on printed materials.

At the same time, sales and marketing teams needed a shared way to present information consistently and adapt conversations to customer needs.

POPcomms worked closely with Wienerberger’s sales and marketing teams to define what effective buyer enablement should look like in practice.

Through a collaborative discovery process, the focus was placed on:

• reducing the time it takes customers to access information

• enabling more consultative, solution-led conversations

• ensuring content is always current, accurate and easy to share

• aligning sales and marketing around a single source of truth

This customer-first approach ensured the experience would be adopted by internal teams and genuinely valuable for customers.

The resulting digital sales experience enables Wienerberger teams to guide customers through products and solutions in a structured, visual and highly responsive way.

Sales teams can:

• tailor conversations to specific customer needs

• present alternatives and recommendations instantly

• share detailed technical and BIM information in minutes rather than days

For customers, this means faster answers, clearer comparisons and greater confidence when specifying or purchasing products, creating a step change in how Wienerberger engages with architects, specifiers and merchants.

The ability to quickly present relevant options and demonstrate where products are being used in real projects has become a key differentiator for Wienerberger.

Sales teams are now able to move beyond product lists and engage in consultative conversations, helping customers explore alternatives that better fit their brief — while reinforcing Wienerberger’s commitment to innovation and service excellence.

This responsiveness has strengthened Wienerberger’s position with both UK and international architect clients, improving brand perception and competitive edge.

All content is managed centrally, ensuring customers and sales teams always have access to the most up-to-date information, including BIM models, technical data and supporting assets.

This single source of truth has:

• reduced reliance on printed materials

• improved consistency across customer interactions

• ensured confidence in the accuracy of information shared

The shift away from print has also delivered long-term cost benefits, while enabling more agile updates as products and requirements evolve.

With visibility into how content is being used, Wienerberger can see which assets resonate most with customers and use this insight to continuously improve sales materials.

This has significantly strengthened alignment between sales and marketing teams, enabling data-led decision-making and more collaborative planning.

The result is a digital sales experience that not only supports buyers, but actively improves over time.