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Scaling up – Migration from Woo Commerce to Shopify

Increasing DTC and marketplace revenue for a B2B2C industrial manufacturer based in Wisconsin, USA.

Services: Full-Service Growth - Includes Growth Strategy, Optimized UX Design, CMS Implementation, Conversion Optimization, Demand Generation Tactics, Customer Analytics, and Reporting

Channels: DTC, Amazon, Walmart, Google Shopping, Phone, Facebook Marketplace

Industry: Specialty Manufacturing

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About Client

DITEC Marine is a global leader in the development, manufacture, and sale of safe and effective cleaning products.

DITEC Marine, more than 27 years old international company adopts multi channel selling strategy and sells its 70+ SKUs via:

  • E-commerce portal

  • Marketplaces (Amazon and others)

  • Channel partners (also called House Accounts) viz. Distributors and retailers

  • Agents or sales persons

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Challenges

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DiTEC Marine Products was facing slow business growth than planned due to:

  • Technical challenges on DTC web application - slow page speed, longer navigation path, broken links, checkout page errors

  • Poor User Experience – high customer drop off in middle of funnel or ‘path of purchase’, high abandonment rate

  • Create insightful customer sales analytics dashboards for analysis and commission disbursement every quarter (with an objective to make it every month)

  • Lack of customer loyalty – high recency, high returns

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Our Approach

NectarSpot’s 10 step for ‘audit+remedial’ framework was utilized to understand current gaps in terms of user experience, technology and branding (positioning)

  • Technical challenges on DTC web application - slow page speed, longer navigation path, broken links, checkout page errors

  • Poor User Experience – high customer drop off in middle of funnel or ‘path of purchase’, high abandonment rate

  • Lack of customer loyalty – high recency, high returns

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What We Did (Span of six months)

  • Strategy, Planning, Migration (WooCommerce to Shopify), Design, Development, Shopify CMS implementation, Front-end Development (Liquid Theme), CRM and Klaviyo Integration (Marketing Automation)

  • Rebranding - ‘Made in USA’ campaign syndication on social, web and marketplaces (Amazon Ads and Google Shopping Ads)

  • Third Party Apps Integration (Zoho Inventory, Books, Finance with CMS; Amazon Seller with Amazon Inventory and Zoho Books)

  • Marketplace Feed Implementation and optimization - Amazon, Facebook Marketplace, Google Shopping and Wal-Mart

  • Optimization Techniques - Before/After Images and Gallery, Single Page Checkout, Higher Page Speed

  • Demand Generation - Google Shopping, Google Ads (Search, Display and Video), Facebook Ads, Loyalty Program, ‘Refer a Friend’, Email Marketing

  • Analytics, Segmentation and Reporting

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Results

  • Increase in overall DTC (Direct to Consumer Channel) by 49 percent (aggregate average monthly comparison – before vs after transition May, Jun and Jul 2021 vs Aug – Dec 2021)

  • Increase in overall marketplace sales (Amazon) by optimizing A+ content, keyword optimization and others by 180 percent (YoY comparison for same set of months – May to Jul )

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