Melissa and Doug
- Quote
- “We had a strong partner in our B2B build that was crucial to our maximizing output.”
The challenge
Melissa & Doug recognized that their sales model did not scale to serve a high potential long-tail customer segment – the 10,000+ small local retailers that order < $5K a year in product. And lack of business intelligence on this long tail of customers was preventing growth.
The team needed a financial business case on the effort, and a partner to execute bringing it to life alongside existing systems.
-
$10M
increase in incremental revenue -
$450K
cost-to-serve savings -
10X
increase in average order value
The approach
We developed a business case with ROI model and a three-year strategic roadmap to guide the creation and expansion of a wholesale ecommerce portal.
The business case and roadmap included:
- Always-on self-service account access, merchandising to drive share of wallet, visual and interactive product catalog, easy and intuitive ordering workflow
- Full-featured B2B commerce experience integrating Salesforce Order Management with Salesforce B2B Lightning
- The use of B2B Lighting Commerce Accelerators for improved implementation speed of project
- Integrations with back office systems including homegrown ERP, Middleware, Cybersource, Salesforce OMS, Sailthru
- Digital Marketing services augmenting the team to do ongoing growth marketing – driving portal adoption and revenue growth
The outcome
The portal gave users always-on access and seamless ordering—no reps needed. That lowered service costs for small retail accounts and drove a major lift in share of wallet.
Smart use of data turned cross-sell and upsell into real revenue. Plus, new small-retail customers came on board, adding even more growth.
