D to C eCommerce Transformation

by smagicstage | Aug 17, 2022

WE TRANSFORMED A WHOLESALE MANUFACTURER TO AN ECOM COMPANY…

and grew both revenue and margin in the process.

OUTCOMES

Revenue growth

ecommerce growth

Net Margin Increase

twelve month timeline

Situation

We were approached by a family-owned gutter supplies business to help with ecommerce growth. The Hallett ownership was curious about recent trends in ecommerce, seeing substantial growth in what had traditionally been a phone-order business.

Hallett was looking to drive substantial growth not only for the obvious reasons, but also to prepare for possible exists, mergers and acquisitions.

As we dug into their ecommerce business, we found backend operational processes that needed fixing before frontend marketing could occur at any scale. Manual order entry and poor data integrity at the inventory level hounded the day to day experience in the business.

Solution

What started as an ecommerce support project turned into a business transformation. In the space of a year, we moved transitioned Hallett to a new ecommerce business, transitioned accounting into the cloud, and replaced an offline order entry system with a fully integrated order and inventory system.

Along the way we had to modernize their stock management practices and standardize inventory data. It was quite a lift, but the outcomes have been worth the work.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

TRANSFORMATIVE OUTCOMES

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27X ROAS ON PAID SEARCH

Through testing and optimization, we achieved a 27x return on ad spend with this client. For every dollar invested, we are generating $27 in revenue.

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Consistent increases in organic search results

This client now ranks higher, for more keywords, than they have in the history of their company, including front page rankings for key broad-match queries.

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Doubling gross revenue

From the time Science and Magic engaged with this client in late 2019, revenue has increased from just under $1MM to over $1.5MM in 2020, $2.25MM in 2021, and tracking towards $2.5MM+ in 2022.

DOUBLING GROSS REVENUE

From the time Science and Magic engaged with this client in late 2019, revenue has increased from just under $1MM to over $1.5MM in 2020, $2.25MM in 2021, and tracking towards $2.5MM+ in 2022.

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90-Day Transformation from B2B to D2C

by smagicstage | Aug 31, 2021

wholesale to ecommerce in 90 days

When the pandemic hit, our client needed to pivot...fast. We helped them make it happen.

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Situation

A private equity-backed licensed apparel company wanted to pivot to an ecommerce-focused D to C model, integrated with its current B to B model. After an initial failed in-house attempt, Science and Magic were brought in to help quickly transform a traditonal wholesaler to an eCommerce company.

Solution

We rebranded, moved the client’s ecom operation to a headless commerce tech stack, implemented a marketing automation program, and deployed dynamic ad campaigns in search and social, as well as leveraging their NFL license partnership through an auction site experience we developed alongside their ecom platform.

CUSTOMER JOURNEY – AREAS OF FOCUS

Figure 1A – Experience Engineering

OUTCOMES

Monthly ecom revenue increase

conversion rate increase

site traffic increase

Day Turnaround

90-Day Turnaround

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Campaigns by black friday? no problem.

We pulled the necessary levers to have the client’s inventory synced into the new ecom environment out of Microsoft Great Plains. That was a feat in itself.

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New Revenue model brings new questions

How fast can we grow? How do we budget for tech, personnel and media to get to our goals? All questions we were able to assist with.

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New Team? We've got their back

To grow more quickly, the client acquired a competitor’s marketing team to level up their internal capabilities, and to get ready for the ride that was about to get even more exciting…

MICROSITE: AN ONLINE AUCTION EXPERIENCE

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an entirely separate auction site experience w/ the NFLPA

Our client’s partnership with the National Football League Players Association included a tie-in to the NFL’s My Cause, My Cleats that required building a stand-alone auction site experience where people could bid on items, in addition to the main e-commerce site. We built this experience alongside their new e-commerce platform, all within six months of our initial engagement.

INCREASE in Monthly Ecom Revenue

Results were a precursor...

All of our work was just setting up the client for where they were ultimately headed, M&A land. It’s not that we worked ourselves out of a job, but we kinda did.