Using Magento 2 To Update Sales Traditions For The 21st Century

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Isaac Herman

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Using Magento 2 To Update Sales Traditions For The 21st Century

07/05/2020 Categories: CASE STUDIES

About the Company:  One of the most prominent worldwide manufacturers of food storage containers recently hired Kensium to migrate their website to the Magento 2 platform. Since this client’s founding in 1948, they have remained steadfast in their sales traditions, and so far it has paid off. The company has expanded its product line past its ubiquitous food containers to include environmentally friendly glass serving dishes, cookware, bakeware, kitchen tools, and even children’s toys. However, the advent of the internet has changed the rules of commerce forever, and even tried-and-true sales techniques need some updating. The Challenge:  Kensium's client needed to update their brand to meet contemporary eCommerce expectations. The company was worried their traditional sales channels were out of touch and needed to keep up with how people consume online content and purchases. At the same time, they wanted to keep their traditional sales channels as part of their brand identity.  The company created a large backlog of quality content that was targeted to 3 specific audiences: Customers who were interested in hosting "Sales Parties" to promote the products. Customers who were interested in becoming official representatives that sold products for themselves and the company.  Customers who simply wanted to go online, find a product, and buy it with the fewest number of clicks possible.  Since it was possible to interact with our client in so many ways, their brand was having a bit of a messaging issue. The challenge was that they wanted to push out a lot of content that would not overlap and interfere with the separate customer experiences.  This company's “sales party” tradition has been fundamentally tied to their brand for decades, and the company wanted to introduce it to a new generation of consumers. They wanted an online extension of this tradition, appealing to young, curious customers without overcomplicating their buying journey and losing the simplicity and ease that many online shoppers expect.  The company also wanted to provide an easier way for customers to learn more about their sales representative program, and the perks and income opportunities that come with it. Their goal was to provide content that demonstrated the value of becoming an official sales representative, essentially updating their traditional sales channels and values for a digital era. Their online shop was not up to their own standards. They wanted a more intuitive eCommerce experience, one that was organized by category and used high-resolution images to showcase the diverse line of products.  In a nutshell, their challenge was to update their historic sales traditions for the digital era and satisfy current eCommerce expectations.  The Solution:  The company was originally using Magento 1 as their commerce platform, but it was approaching its "end of life". They needed more features, namely a better Content Management System (CMS). Pagebuilder, a CMS extension to Magento

1948, they have remained steadfast in their sales traditions, and so far it has paid off. The company has expanded its product line past its ubiquitous food containers to include environmentally friendly glass serving dishes, cookware, bakeware, kitchen tools, and even children’s toys. However, the advent of the internet has changed the rules of commerce forever, and even tried-and-true sales techniques need some updating.

food storage

The Challenge: 

Kensium's client needed to update their brand to meet contemporary eCommerce expectations. The company was worried their traditional sales channels were out of touch and needed to keep up with how people consume online content and purchases. At the same time, they wanted to keep their traditional sales channels as part of their brand identity. 

The company created a large backlog of quality content that was targeted to 3 specific audiences:

  • Customers who were interested in hosting "Sales Parties" to promote the products.
  • Customers who were interested in becoming official representatives that sold products for themselves and the company. 
  • Customers who simply wanted to go online, find a product, and buy it with the fewest number of clicks possible. 

Since it was possible to interact with our client in so many ways, their brand was having a bit of a messaging issue. The challenge was that they wanted to push out a lot of content that would not overlap and interfere with the separate customer experiences. 

  • This company's “sales party” tradition has been fundamentally tied to their brand for decades, and the company wanted to introduce it to a new generation of consumers. They wanted an online extension of this tradition, appealing to young, curious customers without overcomplicating their buying journey and losing the simplicity and ease that many online shoppers expect. 
  • The company also wanted to provide an easier way for customers to learn more about their sales representative program, and the perks and income opportunities that come with it. Their goal was to provide content that demonstrated the value of becoming an official sales representative, essentially updating their traditional sales channels and values for a digital era.
  • Their online shop was not up to their own standards. They wanted a more intuitive eCommerce experience, one that was organized by category and used high-resolution images to showcase the diverse line of products. 

In a nutshell, their challenge was to update their historic sales traditions for the digital era and satisfy current eCommerce expectations. 

food storage

The Solution: 

The company was originally using Magento 1 as their commerce platform, but it was approaching its "end of life". They needed more features, namely a better Content Management System (CMS). Pagebuilder, a CMS extension to Magento 2 Commerce, allowed them to deliver and update content efficiently through its intuitive UI. Equally, they needed to update their platform to customize navigation, search functionality, and product categories. Using Magento and Pagebuilder, Kensium built site navigation that led each customer type through specific pathways of content presented in attractive ways. This converted caual shoppers into buyers by showcasing the unique appeal of the company's brand. Unlike many other eCommerce companies out there, they prioritized customer experience over sales. 
Here are some key features Kensium implemented that transformed their website and allowed our client to deliver specific experiences to each of their customer types: 

  • The “Find a Rep” feature, where shoppers can easily search and find a local sales representative.
  • The “Host a Party” section, in which customers instantly see the perks and monetary benefits of hosting, as well host testimonials and information on how to sign up.  
  • The new “Do Good” page provides an overview of the company's emphasis on sustainability, environmental issues, and female empowerment.
  • A Live Chat customer service tab appears on each page, so visitors to the site can get their questions answered promptly. 
  • New enhancements to their Search feature lets customers find products and recipes that match their interests and needs.
  • Their new product category pages list key value drivers, features and benefits for each product type. 

food storage stats

The Numbers: 

The new website launched on October 28th, 2019.
All data is compared from [October 28th, 2018 – December 31st, 2018] vs. [October 28th, 2019 – December 31st, 2019]:

  • Reduction of bounce rate: 15% decrease of bounce rate between 2018 and 2019.
  • Increase of average order value: 15% increase of average order value between 2018 and 2019.
  • +5% in additional revenue between 2018 and 2019. 

The website Kensium built for this client retains their traditional products and product drivers while updating them for the modern age and modern values. Simultaneously, it provides unique customer experiences for three separate audiences. This includes a new type of end customer for them, the modern eCommerce consumer: people who want to find a specific product, order it, pay, and get it delivered quickly. 

food storage

The Takeaway

This client saw the need for an eCommerce upgrade in order to satisfy these customers. They hired Kensium to implement Magento 2 for them and support their website after it went live. Now the company has the technological capabilities to satisfy modern customer expectations while holding on to the traditional product drivers and sales channels that made them so successful in the first place. 

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food storage

About the Company: 

One of the most prominent worldwide manufacturers of food storage containers recently hired Kensium to migrate their website to the Magento 2 platform. Since this client’s founding in 1948, they have remained steadfast in their sales traditions, and so far it has paid off. The company has expanded its product line past its ubiquitous food containers to include environmentally friendly glass serving dishes, cookware, bakeware, kitchen tools, and even children’s toys. However, the advent of the internet has changed the rules of commerce forever, and even tried-and-true sales techniques need some updating.

food storage

The Challenge: 

Kensium's client needed to update their brand to meet contemporary eCommerce expectations. The company was worried their traditional sales channels were out of touch and needed to keep up with how people consume online content and purchases. At the same time, they wanted to keep their traditional sales channels as part of their brand identity. 

The company created a large backlog of quality content that was targeted to 3 specific audiences:

  • Customers who were interested in hosting "Sales Parties" to promote the products.
  • Customers who were interested in becoming official representatives that sold products for themselves and the company. 
  • Customers who simply wanted to go online, find a product, and buy it with the fewest number of clicks possible. 

Since it was possible to interact with our client in so many ways, their brand was having a bit of a messaging issue. The challenge was that they wanted to push out a lot of content that would not overlap and interfere with the separate customer experiences. 

  • This company's “sales party” tradition has been fundamentally tied to their brand for decades, and the company wanted to introduce it to a new generation of consumers. They wanted an online extension of this tradition, appealing to young, curious customers without overcomplicating their buying journey and losing the simplicity and ease that many online shoppers expect. 
  • The company also wanted to provide an easier way for customers to learn more about their sales representative program, and the perks and income opportunities that come with it. Their goal was to provide content that demonstrated the value of becoming an official sales representative, essentially updating their traditional sales channels and values for a digital era.
  • Their online shop was not up to their own standards. They wanted a more intuitive eCommerce experience, one that was organized by category and used high-resolution images to showcase the diverse line of products. 

In a nutshell, their challenge was to update their historic sales traditions for the digital era and satisfy current eCommerce expectations. 

food storage

The Solution: 

The company was originally using Magento 1 as their commerce platform, but it was approaching its "end of life". They needed more features, namely a better Content Management System (CMS). Pagebuilder, a CMS extension to Magento 2 Commerce, allowed them to deliver and update content efficiently through its intuitive UI. Equally, they needed to update their platform to customize navigation, search functionality, and product categories. Using Magento and Pagebuilder, Kensium built site navigation that led each customer type through specific pathways of content presented in attractive ways. This converted caual shoppers into buyers by showcasing the unique appeal of the company's brand. Unlike many other eCommerce companies out there, they prioritized customer experience over sales. 
Here are some key features Kensium implemented that transformed their website and allowed our client to deliver specific experiences to each of their customer types: 

  • The “Find a Rep” feature, where shoppers can easily search and find a local sales representative.
  • The “Host a Party” section, in which customers instantly see the perks and monetary benefits of hosting, as well host testimonials and information on how to sign up.  
  • The new “Do Good” page provides an overview of the company's emphasis on sustainability, environmental issues, and female empowerment.
  • A Live Chat customer service tab appears on each page, so visitors to the site can get their questions answered promptly. 
  • New enhancements to their Search feature lets customers find products and recipes that match their interests and needs.
  • Their new product category pages list key value drivers, features and benefits for each product type. 

food storage stats

The Numbers: 

The new website launched on October 28th, 2019.
All data is compared from [October 28th, 2018 – December 31st, 2018] vs. [October 28th, 2019 – December 31st, 2019]:

  • Reduction of bounce rate: 15% decrease of bounce rate between 2018 and 2019.
  • Increase of average order value: 15% increase of average order value between 2018 and 2019.
  • +5% in additional revenue between 2018 and 2019. 

The website Kensium built for this client retains their traditional products and product drivers while updating them for the modern age and modern values. Simultaneously, it provides unique customer experiences for three separate audiences. This includes a new type of end customer for them, the modern eCommerce consumer: people who want to find a specific product, order it, pay, and get it delivered quickly. 

food storage

The Takeaway

This client saw the need for an eCommerce upgrade in order to satisfy these customers. They hired Kensium to implement Magento 2 for them and support their website after it went live. Now the company has the technological capabilities to satisfy modern customer expectations while holding on to the traditional product drivers and sales channels that made them so successful in the first place.