BodyHealth, a leading health and wellness brand specializing in premium supplements, needed a flexible e-commerce solution to support their growing wholesale business. Their previous platform, Netsuite SuiteCommerce, was inflexible, cumbersome, and unable to meet the unique needs of their B2B customers. Partnering with Newthink, BodyHealth migrated to Shopify Plus, leveraging its advanced B2B features and seamless integrations to improve both operational efficiency and the customer experience.
Challenges and Solutions
1. Inflexible Wholesale Features
Challenge: BodyHealth struggled with Netsuite SuiteCommerce’s lack of customization options for wholesale needs. Many crucial B2B features were either difficult to implement or unavailable. Solution: Shopify Plus offered the necessary tools for creating tailored wholesale experiences. Newthink implemented customer-specific catalogs, personalized pricing, and customizable payment terms, providing a much more flexible and scalable solution for BodyHealth’s wholesale operations.
2. Cumbersome Shopping Experience
Challenge: The shopping experience on Netsuite SuiteCommerce was clunky and inefficient, which led to low conversion rates and high bounce rates, especially for wholesale customers looking to place large orders. Solution: Shopify Plus allowed for the creation of a bulk ordering grid directly on the product page. This feature simplified the ordering process for wholesale customers, enabling them to quickly add multiple quantities and significantly improving conversion rates and Average Order Value (AOV).
3. Manual Wholesale Application Process
Challenge: The process for onboarding wholesale customers was manual, requiring staff intervention for approvals and account setup, leading to delays and inefficiencies. Solution: Newthink automated the wholesale application process using Shopify Plus features and apps, allowing customers to apply for wholesale accounts online and reducing the need for manual staff intervention. This sped up onboarding and improved operational efficiency.
4. Integration with NetSuite for Inventory and Fulfillment
Challenge: BodyHealth needed to maintain real-time synchronization between their e-commerce site and their back-end inventory and fulfillment systems which remained at NetSuite. Solution: Newthink utilized an existing connector to integrate Shopify Plus seamlessly with NetSuite, ensuring smooth, real-time updates for inventory and fulfillment processes.
Key Integrations
To further enhance the e-commerce experience, Newthink integrated several third-party tools into BodyHealth’s Shopify Plus store:
- Recharge: Enabled subscription-based offerings, increasing customer retention and creating a steady revenue stream.
- Zonos: Streamlined international shipping by automating duties, taxes, and cross-border pricing, making it easier for BodyHealth to expand globally.
- Klaviyo: Implemented for advanced email marketing automation, allowing BodyHealth to run personalized campaigns and increase engagement and sales.
Results
The migration to Shopify Plus significantly improved BodyHealth’s wholesale business:
- Improved Wholesale Experience: Tailored catalogs, pricing, and payment terms led to a more personalized and efficient shopping experience for wholesale customers.
- Higher Conversion Rates and AOV: The bulk ordering grid improved order efficiency, resulting in higher conversion rates and increased Average Order Value (AOV).
- Streamlined Wholesale Application: Automating the application process reduced staff workload and sped up onboarding, providing a smoother experience for new customers.
- Seamless Integration with NetSuite: The integration ensured real-time inventory and fulfillment updates, reducing the risk of errors and improving operational efficiency.
Migrating from Netsuite SuiteCommerce to Shopify Plus allowed BodyHealth to overcome key limitations in their previous platform. By leveraging Shopify Plus’ B2B features, third-party integrations, and Newthink’s expertise, BodyHealth significantly improved their wholesale operations, enhanced the customer experience, and increased both conversion rates and operational efficiency. This migration has laid the foundation for future growth, helping BodyHealth meet the evolving needs of their wholesale customers with a flexible, scalable e-commerce solution.