About the client

Allied Wire and Cable is a manufacturer and distributor of electrical wire, cable, tubing, and accessories. As one of the largest independent wire distributors in the country, AWC supports businesses that need reliable, high-quality products.

Challenge

AWC’s eCommerce platform could no longer support the company’s growth. The platform had limited connectivity with its enterprise resource planning system, which created inefficiencies in inventory and operations. It also could not support dynamic price breaks on the website, which made buying harder for customers. Content management was cumbersome, and the platform lacked the flexibility AWC needed as order volume and business complexity increased.

Solution

XCentium helped AWC move to a scalable eCommerce platform powered by Optimizely. The new solution was built to support growth, improve the customer experience, and make day-to-day operations easier for AWC’s team.

A staging SQL database connected AWC’s enterprise resource planning data with the Optimizely commerce model. This improved data flow between systems, reduced manual work, and helped support more accurate inventory and operational data.

XCentium also used Optimizely’s unit-of-measure functionality to address AWC’s pricing needs. This enabled dynamic price breaks on the website, giving customers a clearer and more useful buying experience. The platform also gave AWC more intuitive content management tools, so the team could update site content more efficiently and keep product information current.

Outcomes

AWC now has an eCommerce platform that better supports its growth, operations, and customers. ERP data flows through a cleaner integration path, pricing is easier for customers to understand, and internal teams can manage content without fighting outdated tools.

Since launch, the site has tracked 1M unique views, a 12% decrease in bounce rate, a 2.5-minute average session duration, and 65% new sessions.

Technology

• Optimizely
• SQL database