Challenge
DWC Specialties was using an old, clunky website that needed to be updated. Customers were constantly frustrated with it and would give frequent feedback on how difficult it was to use. It was beginning to affect DWC’s reputation, so an overhaul was necessary.
Strategy
To make it easier for customers to order, DWC needed an e-commerce solution that offered a seamless experience for customers to browse their catalog, create and modify orders easily, discover new items, and communicate directly with them through digital channels. Moreover, the e-commerce platform would have DWC's advanced sales and marketing strategies, like personalized offers, product recommendations, and custom deals.
Results
DWC’s newest e-commerce platform, powered by Cut+Dry, offers all the bells and whistles to make the customer’s ordering experience seamless. DWC’s sales team can now focus their energy on strategic activities rather than being bogged down by manual order entry. Within just 2 weeks, DWC has seen an impressive 11% increase in conversions to new items discovered by customers through our digital catalog, product carousels, and direct product recommendations.
DWC Specialties, headquartered in Wisconsin, began operations in 1990 as a small retail manufacturer of bakery products that has grown into a wholesale distributor of specialty coffee. They are now the supplier of choice for several small bakeries, coffee shops, cafes, chocolate shops, and pastry shops in Wisconsin, Northern Illinois, Minnesota, Iowa, North and South Dakota, Nebraska, Indiana, and Michigan.
DWC is committed to offering its customers the best products, services, and experience, but the e-commerce system they used in the past had yet to keep up with modern e-commerce offerings. It was clunky, and customers would constantly complain about how difficult it was to use. DWC was missing valuable sales opportunities as customers struggled to navigate its product catalog and discover new products. Customers were hesitant to continue using this system, so the Sales team had to field manual orders, taking time away from more strategic sales activities.
Intuitive, easy-to-use e-commerce
DWC’s outdated e-commerce system fell short of the advanced features that today's online shopping experiences demand. It was hard to navigate, not intuitively designed, and would sometimes even freeze up. Customers found it incredibly inconvenient and often complained to DWC staff about it. So when the new e-commerce platform launched, offering a smooth and intuitive buying experience, DWC customers were thrilled.
Bigger and better product discoverability
With Cut+Dry, product discoverability on DWC’s e-commerce platform skyrocketed, transforming how
customers engaged with their catalog! A rich catalog coupled with functions like product carousels and modules like product recommendations meant that customers saw products based on their interests, needs, and preferences, increasing new catalog sales among existing customers. Within just 2 weeks, DWC has seen an impressive 11% increase in conversions on new items.
Laying the groundwork for a successful e-commerce transition
The transition phase of shedding an old e-commerce system and adopting a new one can be challenging. However, DWC ensured a smooth transition by assembling a three-person team to oversee and manage it from start to finish.
DWC’s team ensured accurate UPC entry, refined contact details, and enhanced product information for the new system while addressing flagged data inconsistencies, allowing for a smooth and fast transition.
DWC’s customers were also true champions of the transition. They were just as eager as the DWC team to switch to a modern e-commerce platform. Cut+Dry’s user-friendly interface, smooth functionalities, and proven success were vital to making this transition seamless.
Key takeaways
- Distributors using an old, outdated e-commerce system are losing out on valuable sales opportunities that modern e-commerce offers through functions like increased product discoverability and suggested selling.
- The ROI on modern e-commerce is exceptionally high - you immediately start seeing a difference in sales.
- A bit of preparation can make the transition from an old to a new system smoother and faster, allowing distributors to enjoy the fruits of a modern e-commerce system sooner rather than later.
