Saddleback Leather's Acumatica and Magento Implementation Increases Sales and Order Value, Decreases Tech Costs

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Isaac Herman

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Saddleback Leather's Acumatica and Magento Implementation Increases Sales and Order Value, Decreases Tech Costs

20/02/2020 Categories: CASE STUDIES

OVERVIEW After moving off NetSuite eCommerce and ERP, the leather goods retailer grew conversion rates, average order value, and overall sales, while reducing technology costs and gaining exceptional functionality. ABOUT SADDLEBACK LEATHER Storytellers always find a medium. As a volunteer English teacher in Mexico, Dave Munson found his in a leather book bag that he had made by a local craftsman. He wanted a durable adventurer’s satchel that “was made so well my grandkids would fight over it when I was dead.” When strangers started going out of their way to admire his bag and ask where they could get one like it, Dave realized he was onto something good. He built up Saddleback Leather on the travel and adventure stories of that first bag. The heirloom-quality bags carry a 100-year warranty—true to Dave’s commitment to creating quality products that last a lifetime. THE CHALLENGE By 2017, Saddleback Leather was growing rapidly and had expanded to women’s handbags with Love41. But the company’s eCommerce operation was holding it back. “With NetSuite, page loads took 9 to 12 seconds, which was a problem,” says Dave. “Plus, we had to customize everything, even basic functionality that might come standard on another platform. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.” On the back-office side, things weren’t much better. They had turned to NetSuite for their ERP, but the system required constant maintenance and new implementations. After seven years of frustration with NetSuite’s limited functionality, Munson had had enough. "Nothing worked fresh out of the box," Munson explained. "It took 14 developers just to make it work. It was proprietary so anything you wanted to be changed took 10 times longer than necessary to implement." The NetSuite ERP was also having trouble working with the NetSuite eCommerce platform, despite being created by the same company. "They made it difficult to do any SEO on the website, and organic traffic is one of our biggest drivers," he said. "Our load times were between 9 and 12 seconds and that's after a new version straight out of the box. Google penalizes you for slow load times and we were constantly getting penalized." The company knew it could do better. Together with Kensium, Saddleback Leather looked to launch a new Magento eCommerce website that would deliver a meaningful and engaging shopping experience to consumers, as well as launch a new ERP system that could connect and sync with the Magento site. His other requirements for the ERP included efficient inventory management and a cloud-based solution to avoid the need for onsite technology infrastructure. With NetSuite, page loads took 9 to 12 seconds, which was a problem. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt. Dave Munson, CEO THE SOLUTION A fellow CEO suggested Acumatica, which fit all his requirements. "Everyone kept pointing us to Acumatica because of its pricing, aggressive development, and how user friendly it was," Munson said. On top of that, his partnership with Kensium allowed him access to the Acumatica-Magento Connector. This product bi-directionally syncs Acumatica and Magento in real-time, facilitating seamless communication of product, customer, and fulfillment data. With Magento Commerce hosted in the cloud, Saddleback Leather gained many eCommerce functionalities it previously lacked, helping to fix performance problems, improve SEO, simplify and expedite content updates, and boost conversion rates through A/B testing. One of the first features the brand added was a shared shopping cart between Saddleback Leather and its sister brand, Love41, making it easier for customers to buy across both sites and checkout faster. After Saddleback had their Magento website up and running, the company commissioned Kensium for their Acumatica implementation. The project began in April, and Kensium had the platform live by October 1st that same year. Since Munson was already running Magento, Kensium implemented their Acumatica-Magento Connector, linking the online storefront to the new ERP. Saddleback is now thriving thanks to the powerful combination of Magento eCommerce and Acumatica ERP. Magento has enabled Saddleback Leather to get much more sophisticated with its marketing. The retailer now offers monogramming on select designs—a great way to increase

gaining exceptional functionality.

ABOUT SADDLEBACK LEATHER

Storytellers always find a medium. As a volunteer English teacher in Mexico, Dave Munson found his in a leather book bag that he had made by a local craftsman. He wanted a durable adventurer’s satchel that “was made so well my grandkids would fight over it when I was dead.” When strangers started going out of their way to admire his bag and ask where they could get one like it, Dave realized he was onto something good. He built up Saddleback Leather on the travel and adventure stories of that first bag. The heirloom-quality bags carry a 100-year warranty—true to Dave’s commitment to creating quality products that last a lifetime.

saddlebag

THE CHALLENGE

By 2017, Saddleback Leather was growing rapidly and had expanded to women’s handbags with Love41. But the company’s eCommerce operation was holding it back. “With NetSuite, page loads took 9 to 12 seconds, which was a problem,” says Dave. “Plus, we had to customize everything, even basic functionality that might come standard on another platform. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.”

On the back-office side, things weren’t much better. They had turned to NetSuite for their ERP, but the system required constant maintenance and new implementations. After seven years of frustration with NetSuite’s limited functionality, Munson had had enough.

"Nothing worked fresh out of the box," Munson explained. "It took 14 developers just to make it work. It was proprietary so anything you wanted to be changed took 10 times longer than necessary to implement." The NetSuite ERP was also having trouble working with the NetSuite eCommerce platform, despite being created by the same company.

"They made it difficult to do any SEO on the website, and organic traffic is one of our biggest drivers," he said. "Our load times were between 9 and 12 seconds and that's after a new version straight out of the box. Google penalizes you for slow load times and we were constantly getting penalized."

The company knew it could do better. Together with Kensium, Saddleback Leather looked to launch a new Magento eCommerce website that would deliver a meaningful and engaging shopping experience to consumers, as well as launch a new ERP system that could connect and sync with the Magento site. His other requirements for the ERP included efficient inventory management and a cloud-based solution to avoid the need for onsite technology infrastructure.


With NetSuite, page loads took 9 to 12 seconds, which was a problem. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.

Dave Munson, CEO


saddlebriefcase

THE SOLUTION

A fellow CEO suggested Acumatica, which fit all his requirements. "Everyone kept pointing us to Acumatica because of its pricing, aggressive development, and how user friendly it was," Munson said. On top of that, his partnership with Kensium allowed him access to the Acumatica-Magento Connector. This product bi-directionally syncs Acumatica and Magento in real-time, facilitating seamless communication of product, customer, and fulfillment data.

With Magento Commerce hosted in the cloud, Saddleback Leather gained many eCommerce functionalities it previously lacked, helping to fix performance problems, improve SEO, simplify and expedite content updates, and boost conversion rates through A/B testing. One of the first features the brand added was a shared shopping cart between Saddleback Leather and its sister brand, Love41, making it easier for customers to buy across both sites and checkout faster.

After Saddleback had their Magento website up and running, the company commissioned Kensium for their Acumatica implementation. The project began in April, and Kensium had the platform live by October 1st that same year. Since Munson was already running Magento, Kensium implemented their Acumatica-Magento Connector, linking the online storefront to the new ERP.

Saddleback is now thriving thanks to the powerful combination of Magento eCommerce and Acumatica ERP. Magento has enabled Saddleback Leather to get much more sophisticated with its marketing. The retailer now offers monogramming on select designs—a great way to increase brand loyalty, boost profit margins, and reduce returns. It also started offering product bundles to increase average order value.

The Acumatica-Magento Connector has also made the company’s inventory more accurate than ever before, which has resulted in reliable financial data. For the first time in many years, executives have access to the same version of the company’s financial truth and can make decisions faster.

"With NetSuite, we tried for years to get a unified dashboard for executives," Munson says. "No one at NetSuite could tell us how to get the same numbers which made it very difficult to get a clear understanding of our business and make decisions." Now Saddleback Leather always has a single source of truth thanks to Kensium's Acumatica-Magento Connector.

As Saddleback Leather looks at the road ahead, they’re exploring ways to better serve the needs of the growing numbers of cross-border buyers. The company is also excited about adding social validation through product reviews and integrating user-generated content from Facebook and other social platforms.

THE NUMBERS

The company’s use of both platforms is paying off. On the eCommerce side, Magento has provided them with performance improvements and the ability to push more engaging content. New eCommerce website users jumped 57% and visitors are spending as much as 50% more time on the site. Conversion rates are up 17.5%, average order value is up 8%, and overall sales are up. Best of all, Saddleback Leather’s storytelling and performance is no longer limited by its technology.

onsite numbers

Acumatica has helped the company grow sales as well; the user-friendly, connected platform allows Saddleback Leather to capture increased online sales at a lower operating cost, making the company more profitable. Saddleback Leather’s IT development team shrunk from 14 to 2, reducing the company’s costs by some $750,000 annually.

"Our technology costs are now 33 percent cheaper and we have 10 times the functionality," Munson says. "Our organic traffic is up 45 percent and we are selling more because we are off NetSuite and on Acumatica."

Internally, Acumatica has been a hit. Saddleback employees have voiced their acceptance of the user-friendly software. "I find more people are using Acumatica because it’s intuitive, makes sense and is so easy to use," he says. "We don’t have spreadsheets flying around and people have access to the same data all the time."

Because both platforms are so easy to use, Dave sees a broad new horizon for the company, saying, "now, anything is possible." Marketing and IT teams can launch new functionality, build new landing pages, and update content much faster. That makes an enormous difference as Saddleback Leather looks to make the most of its resources.

"We get things done a lot faster, cutting out an extra two or three weeks from the development cycle," Dave says. "Not only does that save costs directly, but it also allows us to start seeing sales results much sooner."


We get things done a lot faster, cutting out an extra two or three weeks from the development cycle. Not only does that save costs directly, but it also allows us to start seeing sales results much sooner.

Dave Munson, CEO


saddlebackpack

THE TAKEAWAY

By moving fast and focusing on customers, Saddleback Leather can now let its products tell their story in more personal and compelling ways. Most importantly, Dave can increase his focus on his personal mission of improving lives and providing opportunities around the globe.

"We've gotten more done since April than we have over almost 10 years," Munson says, adding one employee approached him and said the progress was incredible. "He told me how he noticed we had done more recently than in all the years he had worked at Saddleback." "Our culture and atmosphere are so much more positive, and people are in a good mood. Everything is coming together, and our company is growing at a fast rate. It’s fantastic."

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Body

OVERVIEW

After moving off NetSuite eCommerce and ERP, the leather goods retailer grew conversion rates, average order value, and overall sales, while reducing technology costs and gaining exceptional functionality.

ABOUT SADDLEBACK LEATHER

Storytellers always find a medium. As a volunteer English teacher in Mexico, Dave Munson found his in a leather book bag that he had made by a local craftsman. He wanted a durable adventurer’s satchel that “was made so well my grandkids would fight over it when I was dead.” When strangers started going out of their way to admire his bag and ask where they could get one like it, Dave realized he was onto something good. He built up Saddleback Leather on the travel and adventure stories of that first bag. The heirloom-quality bags carry a 100-year warranty—true to Dave’s commitment to creating quality products that last a lifetime.

saddlebag

THE CHALLENGE

By 2017, Saddleback Leather was growing rapidly and had expanded to women’s handbags with Love41. But the company’s eCommerce operation was holding it back. “With NetSuite, page loads took 9 to 12 seconds, which was a problem,” says Dave. “Plus, we had to customize everything, even basic functionality that might come standard on another platform. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.”

On the back-office side, things weren’t much better. They had turned to NetSuite for their ERP, but the system required constant maintenance and new implementations. After seven years of frustration with NetSuite’s limited functionality, Munson had had enough.

"Nothing worked fresh out of the box," Munson explained. "It took 14 developers just to make it work. It was proprietary so anything you wanted to be changed took 10 times longer than necessary to implement." The NetSuite ERP was also having trouble working with the NetSuite eCommerce platform, despite being created by the same company.

"They made it difficult to do any SEO on the website, and organic traffic is one of our biggest drivers," he said. "Our load times were between 9 and 12 seconds and that's after a new version straight out of the box. Google penalizes you for slow load times and we were constantly getting penalized."

The company knew it could do better. Together with Kensium, Saddleback Leather looked to launch a new Magento eCommerce website that would deliver a meaningful and engaging shopping experience to consumers, as well as launch a new ERP system that could connect and sync with the Magento site. His other requirements for the ERP included efficient inventory management and a cloud-based solution to avoid the need for onsite technology infrastructure.


With NetSuite, page loads took 9 to 12 seconds, which was a problem. Because it was expensive and complex, there were many marketing ideas we didn’t even attempt.

Dave Munson, CEO


saddlebriefcase

THE SOLUTION

A fellow CEO suggested Acumatica, which fit all his requirements. "Everyone kept pointing us to Acumatica because of its pricing, aggressive development, and how user friendly it was," Munson said. On top of that, his partnership with Kensium allowed him access to the Acumatica-Magento Connector. This product bi-directionally syncs Acumatica and Magento in real-time, facilitating seamless communication of product, customer, and fulfillment data.

With Magento Commerce hosted in the cloud, Saddleback Leather gained many eCommerce functionalities it previously lacked, helping to fix performance problems, improve SEO, simplify and expedite content updates, and boost conversion rates through A/B testing. One of the first features the brand added was a shared shopping cart between Saddleback Leather and its sister brand, Love41, making it easier for customers to buy across both sites and checkout faster.

After Saddleback had their Magento website up and running, the company commissioned Kensium for their Acumatica implementation. The project began in April, and Kensium had the platform live by October 1st that same year. Since Munson was already running Magento, Kensium implemented their Acumatica-Magento Connector, linking the online storefront to the new ERP.

Saddleback is now thriving thanks to the powerful combination of Magento eCommerce and Acumatica ERP. Magento has enabled Saddleback Leather to get much more sophisticated with its marketing. The retailer now offers monogramming on select designs—a great way to increase brand loyalty, boost profit margins, and reduce returns. It also started offering product bundles to increase average order value.

The Acumatica-Magento Connector has also made the company’s inventory more accurate than ever before, which has resulted in reliable financial data. For the first time in many years, executives have access to the same version of the company’s financial truth and can make decisions faster.

"With NetSuite, we tried for years to get a unified dashboard for executives," Munson says. "No one at NetSuite could tell us how to get the same numbers which made it very difficult to get a clear understanding of our business and make decisions." Now Saddleback Leather always has a single source of truth thanks to Kensium's Acumatica-Magento Connector.

As Saddleback Leather looks at the road ahead, they’re exploring ways to better serve the needs of the growing numbers of cross-border buyers. The company is also excited about adding social validation through product reviews and integrating user-generated content from Facebook and other social platforms.

THE NUMBERS

The company’s use of both platforms is paying off. On the eCommerce side, Magento has provided them with performance improvements and the ability to push more engaging content. New eCommerce website users jumped 57% and visitors are spending as much as 50% more time on the site. Conversion rates are up 17.5%, average order value is up 8%, and overall sales are up. Best of all, Saddleback Leather’s storytelling and performance is no longer limited by its technology.

onsite numbers

Acumatica has helped the company grow sales as well; the user-friendly, connected platform allows Saddleback Leather to capture increased online sales at a lower operating cost, making the company more profitable. Saddleback Leather’s IT development team shrunk from 14 to 2, reducing the company’s costs by some $750,000 annually.

"Our technology costs are now 33 percent cheaper and we have 10 times the functionality," Munson says. "Our organic traffic is up 45 percent and we are selling more because we are off NetSuite and on Acumatica."

Internally, Acumatica has been a hit. Saddleback employees have voiced their acceptance of the user-friendly software. "I find more people are using Acumatica because it’s intuitive, makes sense and is so easy to use," he says. "We don’t have spreadsheets flying around and people have access to the same data all the time."

Because both platforms are so easy to use, Dave sees a broad new horizon for the company, saying, "now, anything is possible." Marketing and IT teams can launch new functionality, build new landing pages, and update content much faster. That makes an enormous difference as Saddleback Leather looks to make the most of its resources.

"We get things done a lot faster, cutting out an extra two or three weeks from the development cycle," Dave says. "Not only does that save costs directly, but it also allows us to start seeing sales results much sooner."


We get things done a lot faster, cutting out an extra two or three weeks from the development cycle. Not only does that save costs directly, but it also allows us to start seeing sales results much sooner.

Dave Munson, CEO


saddlebackpack

THE TAKEAWAY

By moving fast and focusing on customers, Saddleback Leather can now let its products tell their story in more personal and compelling ways. Most importantly, Dave can increase his focus on his personal mission of improving lives and providing opportunities around the globe.

"We've gotten more done since April than we have over almost 10 years," Munson says, adding one employee approached him and said the progress was incredible. "He told me how he noticed we had done more recently than in all the years he had worked at Saddleback." "Our culture and atmosphere are so much more positive, and people are in a good mood. Everything is coming together, and our company is growing at a fast rate. It’s fantastic."