Switching Gears: How B2B Expertise Revolutionized Genie Group's Ecommerce Website

The Challenge

When eCommerce Misses the Mark: The Cost of Choosing a Provider Without Distributor Expertise

Despite being an early adopter of eCommerce, Genie Group faced a series of challenges. The old provider, unfamiliar with distributors' specific needs, struggled to integrate their systems with Genie Group's ERP, Epicor's Prophet21. This mismatch led to operational inefficiencies, such as incorrect pricing data and random discounts appearing on the site, resulting in a loss of trust from internal stakeholders and customers.

"We experienced long delays in hearing back from our previous provider, making it difficult to solve issues promptly."
- Madison Armstrong, Marketing and Digital Strategy Manager

As problems mounted, the Genie Group team realized they needed to move away from a provider focused on broad, end-user eCommerce and find one with deep B2B expertise.

The Solution

Partnering with Aldrich Solutions

Madison discovered Aldrich Solutions during her search for a provider that specialized in B2B and could integrate smoothly with Prophet21. After speaking with multiple vendors, Aldrich rose to the top of the list for its clear communication and extensive experience with distribution eCommerce.

"Aldrich provided clear answers and were very open about what they could and couldn't do", Madison noted. This transparency, combined with Aldrich's ability to address the company's unique distribution needs, made them the perfect partner. The Aldrich B2B eCommerce platform, WebAlliance, offered a robust solution that promised seamless integration with their ERP, enhanced functionality, and a more reliable user experience for their customers.

With a new Aldrich website, the primary goals were to improve website performance, ensure accurate pricing data, and enable Genie Group's customers to see their tiered pricing without the frustrating errors they had experienced before. Additionally, Genie Group wanted a system that could support its evolving marketing strategy, which required the ability to run targeted campaigns for different customer segments.

Implementation and Key Features

Implementing the new platform was an ambitious project, as Genie Group needed to make the transition quickly to avoid paying for two different solutions simultaneously. The Aldrich Team worked closely with Genie Group to ensure that all website data and content were ready for a fast launch, completing the implementation in just two months! (Much faster than typical timelines for a project of this scale. IYKYK.)

The Aldrich Team demonstrated a high level of commitment, matching the urgency Genie Group required. "I was really impressed with how accommodating and responsive the Aldrich team was. They helped us get up and running quickly," Madison said. This swift implementation allowed Genie Group to transition smoothly from their old provider without significant disruptions, or double paying, for their business online.

Key features of the new platform for Genie Group include customer-specific pricing, robust order & invoice tracking, and enhanced account management tools for their customers. The platform’s flexibility allowed Genie Group to incorporate targeted marketing campaigns, a key component of their digital strategy moving forward.  The WebAlliance platform not only resolves the pricing and integration issues but has also enabled Genie Group to execute more targeted marketing campaigns. With Aldrich, they can now segment customers and offer personalized promotions, creating a better overall experience for their users.

"Now, our distributors can easily see their pricing, and we no longer have issues with surprise discounts appearing overnight," Madison added.

Impact and Results

The results of the switch to Aldrich Solutions have been immediate and impactful. Customers are now able to see their specific pricing without encountering errors, making the ordering process much smoother. Genie Group’s team has also benefited, with fewer customer complaints and a more reliable eCommerce platform to support their operations.

In the six months since going live on the Aldrich platform, online orders have increased by an impressive 770% compared to the total orders processed on their previous provider's platform over the course of an entire year.

The partnership with Aldrich has also allowed Genie Group to regain trust in their eCommerce site. WebAlliance has proven to be more than just an order-taking tool; it’s now a central hub for customer interactions, product information, and marketing initiatives. Genie Group looks forward to further growth and is excited about the potential to expand the platform’s capabilities even further in the future.

Customer Reception and Future Plans

Genie Group is still in the initial phase of their ecommerce site, actively gathering feedback from users and making refinements to the site based on their input. Once these final touches are in place, they plan to fully launch the site to all of their customers, shifting more of their business online and increasing overall customer satisfaction.

"We chose Aldrich because we knew they were a company we could grow with", Madison explained. The ongoing support from Aldrich, including regular workshops and updates on new features, has been instrumental in keeping the website aligned with Genie Group’s evolving needs.

For other companies considering Aldrich, Madison’s advice is simple: "Make sure you have a clear list of your specific needs. Aldrich provides transparent and reliable service, with clear communication and prompt support."

She emphasized the importance of choosing a provider that understands the unique challenges of B2B and distribution and has the expertise to deliver solutions that work.