B2B Ecommerce Case Study
Founded in 1980, Tropicana Wholesale is the UK's leading sports supplement distributor, supplying thousands of gyms, websites, personal trainers, and sports supplements shops throughout Europe. With over 2000 sports nutrition products in stock, they are the authorised distributor of over 100 well known brands such as CNP, Grenade, High5, Kinetica, Multipower, PhD Nutrition, USN and many more.
"Red offer a lot of what we needed as standard and added in some new features without overcomplicating the site from the customer point of view. They have great experience of building B2B sites and we're extremely happy with the new website."
CEO, Tropicana Wholesale
Heavyweight ecommerce functionality from a platform designed from the ground up to service complex B2B requirements
Sophisticated pricing engine calculates customer and product discounts from main pricelist meaning only two price lists (£/€) are needed across entire site and customer base
Two-way integration with Sage 200 ERP system for prices, stock, accounts, invoices/credits/payments, and orders
Built-in call centre capabilities including pricing override at the basket, adding/removing promotions, adding free gifts, and much more
Responsive design across four breakpoints - previous site was not optimised for mobile devices
Spend & save loyalty scheme designed to encourage users to spend x% more than during a previous time period to acquire a reward
Host of quick ordering tools such as saved baskets, saved quick order forms (with optional CSV upload), and back in stock notifications with direct add to basket links
Class-leading promotions engine with advanced features such as selectable free gifts, cloning offers, alerts when close to qualifying for a discount, and countdown timers on each offer
Integration with Mailchimp ESP
Whilst a small portion of their business is through retail channels, they primarily trade B2B and could no longer grow their online business sufficiently using their old ecommerce platform. Like most platforms, its B2B ecommerce offering was basically just a tweaked retail site, rather than one built from the ground up to service the unique requirements of B2B ecommerce, so lacked a lot of the functionality they required to stay ahead of their competitors.
For example, their previous site had 13 different pricing levels for different customers all managed within their Sage ERP system. Now, the new pricing manager within tradeit allows them to have just two pricelists (one in £ and one in €) that are site wide, with discount levels (+/-) which can be applied to both customers, products and brands, meaning that only 2, rather than 13, different pricelists have to be maintained. Customers can also toggle between NET and GROSS pricing.
Ease of Ordering
As most customers order daily and are short of time, a quick and hassle-free experience was paramount. With this in mind, a host of great tools were made available in the users' my account such as saved baskets, saved quick order forms (with optional CSV upload), and back in stock notifications with direct add to basket links. Previously, when customers ordered via telephone it was normally due to bespoke pricing being offered (price drop, free product etc...). Staff would then place these orders online but any price changes had to be applied to their order once it reached Sage, and then charged manually, which was far from ideal. Using tradeit's MOTO tools, this issue no longer exists as administrators are able to login as customers and override their pricing directly at the basket as well as adding/removing any offers and free gifts when processing orders on their behalf.
Promotions & Loyalty
Despite selling to the trade, the site is very heavy on promotions so having a class-leading promotions engine was another key reason for selecting tradeit. As well as being able to select from a plethora of offer types, there are several other great tools available for them to use including countdown timers on each specific offer, the ability to clone offers, 'almost there' flags when near to meeting the conditions of an offer, and selectable & multiple free gift options. Facets have also been added so that users can filter by items that are on offer, and by the offer type (i.e. display all 3 for 2).
The site now also features a spend & save loyalty scheme which means Tropicana Wholesale can incentivise their customers to spend more over a defined time period (i.e. a month) than previously, in return for a reward. Customers can track their progress, and their target, in their my account as well as seeing any unused rewards.
See more at www.tropicanawholsale.com
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