The Barcode Warehouse Ecommerce Case Study

Class-leading B2B ecommerce for the UK's leading provider of barcode and RFID solutions.

The Barcode Warehouse Ltd is the UK's leading provider of barcode and RFID solutions having successfully traded for over 30 years. The company specialise in supplying barcode scanners, mobile computers and label printers to the transport & logistics, warehousing, postal, healthcare, and retail sectors, and was listed as one of the Daily Telegraph's '1000 companies to inspire Britain'.

"We first contacted Red Technology when we were looking for a new ecommerce platform in 2011 and began working with them in early 2012. It has been a true partnership with them offering expert advice on top of their robust platform. I would have no hesitation in recommending them to anyone."

Business Development Director, The Barcode Warehouse

Project Highlights

Built for B2B ecommerce
Rich B2B functionality such as master and sub accounts with different permissions, quick order forms, saved baskets, wish lists and more
Easy administration
Improved CMS and ecommerce administration features meaning the website is much easier to manage and update for non-technical users
Seamless integrations
Integration between tradeit and back office system's data updating orders, order status, products, stock, pricing and contracted products
Call centre
Advanced call centre functionality including the ability for administrators to override unit pricing at the basket
Responsive design
Fully responsive site with 4 breakpoints, optimised for all devices helping to ensure the best possible user experience
My Account
Customer-specific products can be assigned to user My Accounts so only relevant customers can see and order them
Multi-currency
Multi-currency - enabling purchasing in both Pounds Sterling and Euros
Email marketing
Additional marketing capabilities including new product bundles and triggered email capability

Project Integrations

Project Overview

Having been a customer of Red Technology's for a few years now, they have seen huge growth in their B2B ecommerce business since moving to the tradeit ecommerce platform in 2012 - last year alone saw sales grow by 26%. This continued online growth has endorsed their desire to stay at the forefront of ecommerce technology, and driven this latest project.

The Barcode Warehouse ecommerce site on a computer

The Barcode Warehouse ecommerce fulfilment

The Barcode Warehouse ecommerce site on a mobile phone

Advanced B2B Ecommerce

Operating a strictly business to business model means that their ecommerce site sits alongside other, more traditional sales channels. However, unlike other organisations where this often causes some internal conflict, their sales team have fully embraced the website, even using it as a key selling tool.

The site now enables internal staff to log in to customer accounts and override unit prices at the basket, meaning they can pass on additional discounts (on top of any pre-arranged, reduced pricing) to their key accounts, but still allow them to order online. This can even be done on the fly with the customer at the other end of the phone!

Not only that, they can also set up customer specific products that only that particular user or company can purchase which are only accessible through their My Account. This might be unique parts codes or customer specific, branded items for instance.

Powerful B2B My Account

The My Account also allows them to make use of tradeit's master and sub account functionality meaning users can be set up with different levels of access depending on their role. This might include; whether they can approve pending orders raised from other users, or whether they can only raise orders that then require approval by another user for instance.

There are also a host of other features available to customers in their My Account including the ability to update any details including billing and invoice addresses, check their order history, view saved baskets, add and save quick order forms and create wishlists which can then be emailed to another user.

Responsive Web Design

As many of their target customers are involved in logistics and warehousing, they are often on the move, so delivering the same online experience to tablet, phablet and mobile users was also crucial. As a result, a new responsive design was also implemented alongside further new functionality such as an improved CMS for easy site management, triggered emails to re-engage customers, enhanced delivery options and improved product bundles.