We’ve worked with our technology partner Datel for over 15 years on a wide range of e-commerce solutions which integrate web front ends with their Sage business systems. At their recent customer day, an annual event where their customers are invited in to see various presentaions and innovations from Sage and themselves, they presented a joint Datel and bd2 client Wax Lyrical as a case study.
Wax Lyrical’s journey has been a fascinating one, and the full story can be seen in this video which features in The Telegraph’s business club section:
The company, which manufactures scented candles and fragrances, was bought around 5 years ago by serial entrepreneur Mike Armstead who has turned around a business on the brink of bankruptcy struggling with huge debts and outdated processes, to a debt free and profitable company. This success has been underpinned by an investment in technology and the production line so that now virtually all manufacturing is in the UK rather than the Far East – the business now exports most of its products instead of importing. The company re-branded and repositioned as a luxury British brand and signed some strategic licensing deals with partners such as the RHS.
An investment in a new Sage business management system has been key to this success so that the business has the processes and knowledge needed to operate more efficiently. As part of the drive to achieve operational efficiencies, we recently developed a new business to business website aimed at smaller customers which integrates with their Sage systems. As well as their larger customers, such as supermarkets and garden centre chains, Wax Lyrical supply many independent retailers and gift shops all over the UK and increasingly in Europe. Servicing these customers had been expensive as their sales team were physically visiting stores to collect orders, sometimes driving miles to pick up an order for just a box of candles.
The new website allows these retailers to place orders online 24/7 and to access stock and account data. The Wax Lyrical site has now been live for just over seven months and during this period nearly 700 customers have registered as users which is almost the 12 month target of customers. Around 25% of the sales to independents year to date have been made online which has led to significant business benefits such as a reduction on order lead times as there is no manual intervention required to process orders into Sage. Paperwork and postage has been dramatically reduced as all customer admin is now electronic [invoicing, statements etc.]. Wax Lyrical have a much more flexible marketing list for constant contact along with a fairly easy to manage content management system to engage the customer and entice purchase of targeted offerings. This, combined with convenience, has led to the average order value increasing by approx 50% – being retailers it isn’t always practical to call and place orders during the working day so 24/7 access allows time to browse the full range and place bigger orders. International orders have also increased, so much so that we’re now working on adding multi-lingual functionality to the site.
The site has seen other benefits in the business, such as with the field sales team and head office customer services personnel who can now concentrate on targeting new growth, merchandising the brand in stores and supporting larger customers, rather than taking and processing orders. Wax Lyrical have also been able to redeploy a member of staff previously dedicated to order entry.
Feedback from Wax Lyrical and its customers has been very positive; their web admin team have frequently commented on how much more user-friendly our system is compared to their Magento b2c solution; and a brief survey of end-users reported that they find the system easy and very straight forward to use and that access to account information online was seen as very beneficial as was the ability to use 24/7.
“The feedback on the site has all been very positive.” Comments Managing Director Joanne Barber “Thank you to you and your team for delivering something that is very user friendly. We are certainly pleased with the uptake so far and look forward to the site being a much more important part of our business in terms of sales numbers.”