Industry West’s Journey to a 90% B2B Revenue Boost with Ian Leslie (episode 521)
Ian Leslie is the CMO at US B2B homewares brand Industry West. It all started with Industry West in 2010… now they have a Shopify store and B2B sales reps, with sales of over $20m a year.
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Dive in:
[05:41] Industry West ecommerce journey: Drupal, Magento, Shopify.
[07:33] Creating bespoke, aesthetic, B2B design experiences effectively.
[09:59] Redesign improved eCommerce site’s functionality and aesthetics.
[13:37] July Shopify launched B2B module, enabling customization.
[16:51] Educate teams; align website and sales efforts.
[20:45] Listen to Ian’s Top Tips!
The Importance of Design and User Experience in eCommerce
A visually appealing and functional design is key for conveying the right brand message and enhancing user experience, particularly in eCommerce. When Industry West first moved to Shopify from Magento, the company experienced a downturn. They thought it was a platform issue. But it was due to poor design implementation. The new redesign helped recapture the brand’s bespoke feel, especially for their B2B customers. This made a huge difference in user engagement and purchasing behavior.
Simplicity Enhances Customer Satisfaction
Simplifying processes for customers leads to better engagement and higher conversion rates. One change Industry West did was simplify the trade account creation process. The brand also made trade discounts easier to understand. Instead of quantity-based discounts, they transitioned to a cart-based discount model, reducing friction for customers.
Customization is Key for B2B Success
Customizing experiences for high-value customers can improve long-term relationships and sales. Industry West introduced a Shopify B2B module that allows for tailored catalogs and pricing for their top clients. For example, franchisees who repeatedly order the same products can now have a dedicated catalog that makes reordering seamless. In doing so, they’ve reduced unnecessary barriers in the buying process.
Effective Internal Communication Between Teams
Aligning teams is important for a unified customer experience. Ian touched on the challenges of bridging the gap between the eCommerce team and the sales team. He stressed that both teams should support each other. When departments are aligned, customers enjoy a more cohesive experience.
Constant Adaptation and Pivoting for Long-Term Growth
Brands must be agile and ready to pivot in response to market trends, economic conditions, and internal inefficiencies. Ian says Industry West constantly reevaluates its strategies. This includes moving away from complicated enterprise systems that don’t suit their size. They focus on staying lean and customer-centric while also acknowledging market fluctuations. Companies must be willing to regularly assess their operations and systems to remain efficient, customer-friendly, and growth-focused.
eCommerce Book Top Tip
- The Midnight Library by Matt Haig
eCommerce Traffic Top Tip
- SMS marketing
- Simplify your writing and segment your traffic well
Tool Top Tip
- Matrixify app for Shopify
Carbon Top Tip
- Be mindful of return policies. At Industry West, they let customers keep products with minor issues to avoid the environmental impact of shipping and re-boxing.
Interview links
- Check out Industry West
- Ian’s previous episode where he talks about their B2B experience on Shopify
- Listen to episodes 289 and 332 where Ian discusses Industry West at the time of the pandemic
- Ian on LinkedIn and X
- Shopify’s case study on Industry
Related Episodes
- How Priory Direct is Changing B2B eCommerce with Sustainable Packaging (episode 482)
- Growth Lessons in the Beverage Industry with Rapscallion Soda’s Gregor Leckie (episode 497)
- Scaling Smarter: How GiftsOnline4U is Transforming the Gift Business with Asgar Dungarwalla (episode 513)
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