Problem
A creator of customized industrial machining wanted to respond to changing customer expectations regarding B2B ordering, while simultaneously reducing unnecessary human interaction in the ordering process.
Solution Details
A leading provider of bespoke manufacturing equipment has anchored their success on the consultative approach they take in designing and engineering their equipment for the unique requirements of a given customer. In additional to large equipment manufacturing, a number of non-specialized wear-related parts are frequently purchased by customers.
In response to customer feedback, and with a goal of reducing human interaction in standard purchases, the Toro team implemented an online ordering portal with the goal of giving customers rapid access to an online catalog of standard replacement parts.
Key features in the success of this portal were customized search enhancements, client-specific pricing, and an automated client enrollment process based on the customer’s email domain. Each of these features were designed to reduce friction and boost conversion inside of the e-commerce portal.
Outcome
A customized e-commerce portal was rolled out to the active customer base. Within the first 60 days, over 75% of orders eligible for the portal were being placed through the portal. Human interaction on these orders was eliminated.
