Since 1920, Clipsal has grown to be an Asia-Pacific market leader in data communications, energy management, industrial and home automation. Through the acquisition of Clipsal, Schneider Electric has strengthened its Asia-Pacific position.

iCat on iPhone

Integrated digital marketplace

Business Challenge

Throughout the years, the digital version of Clipsal’s Trade Product Guide - iCat - has evolved to much more than a mobile catalogue app.

Recently, Clipsal saw an opportunity to transform iCat even further in response to a new wave of overseas manufacturers importing inferior clones and selling these online.


During the discovery phase, we worked closely with Clipsal to identify hurdles in terms of user experience, business viability as well as forming the right foundation in technology selection.

Animated iPhone

To protect the supply chain in Australia, Clipsal needed to get existing wholesalers on board with selling through iCat while letting these distributors retain control over factors like customer relationship and pricing.

In an industry where wholesale purchases are not normally done on mobile, it was critical to tailor-make the shopping experience to encourage uptake.

Steps Taken

bullet point Journey mapping
bullet point Process mapping
bullet point Process analysis
bullet point Solution design

Agile development

Utilising serverless and cloud architecture, Enabled carried out sophisticated integration work connecting iCat with multiple wholesalers’ systems.

floating phones

Moreover, we also worked directly with all distributors to assist them with technical know-how. This not only helped ease the integration process but also reduce communication overhead for Clipsal.

Download from the App Store

Steps Taken

bullet point User experience and user interface design
bullet point Architecture design
bullet point App development
bullet point System integration

Enabling eCommerce for trade electrical products

Electricians can browsing through a database of 17,000+ Clipsal and Schneider products, access real-time product pricing, availability and stock level at their preferred wholesaler through iCat.

By reducing purchase friction and giving accurate information, the app can build confidence in tradespeople to become the one-stop-shop for all things electrical.

“To deliver a project of this complexity, you need the right solution partner, and we were impressed by the approach Enabled took as they overcame a number of technical hurdles to integrate iCat with multiple wholesalers’ systems, and they delivered it efficiently to an impeccable standard.”

- Anthony Locke

eCommerce Business Manager, Clipsal by Schneider Electric

Business outcomes

With solid app architecture, this iCat release experienced significantly shorter time-to-market compared to other apps of the same scale. Clipsal can start gathering feedback early and scale up the platform as more electricians and wholesalers get on board.

The Bigger Picture
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