Electric Motor Shop

Overview

Electric Motor Shop (EMS), a family-owned electrical distributor based in Fresno, California, is a trusted supplier for the industrial sector, serving a diverse range of customers, including electricians, contractors, engineers, maintenance mechanics, and farmers. Despite a strong market presence, EMS recognized the need to modernize their digital operations. To better serve their customers and drive growth, EMS transitioned from a stagnant brochure-style website to a fully functional e-commerce platform. Partnering with XCentium, EMS sought to develop a comprehensive digital solution that would enhance customer engagement, streamline operations, and support future growth.

Challenge:

EMS faced several significant challenges in their digital transformation:

1. Outdated Website with Limited Functionality: EMS's existing website functioned merely as a brochure without e-commerce capabilities, severely limiting customer engagement and self-service options.
2. Complex Product Management: With over 80,000 products in their system and around 8,000 available online, efficiently managing this vast and varied inventory was a priority. The products required specific handling in terms of availability, pricing, and delivery options.
3. Geographical Delivery Restrictions: EMS needed to incorporate complex shipping and delivery logistics, including local delivery restrictions and territory-based product availability, into their online platform.
4. Customer Experience Expectations: EMS's diverse customer base demanded a user-friendly interface with advanced search and filtering options. They needed a site that provided intuitive navigation and efficient order processing.
5. Integration with Existing ERP System: Seamless integration with their existing P21 ERP system was crucial to maintain operational efficiency, ensure real-time data management, and avoid manual errors.

Solution:

XCentium leveraged the Optimizely B2B Commerce platform to build a tailored e-commerce solution addressing EMS's unique needs. Key components included:

1. Enhanced Product Catalog Management:
Dynamic Product Views: XCentium developed a customizable product catalog allowing different product listing views based on the type and number of product variants. Products with multiple variations were displayed in a table format for easy comparison, while simpler products used dropdown selectors.
Advanced Inventory Control: The platform handled product availability, credit holds, and backorders with custom messaging and logic, ensuring customers received accurate and timely information during their purchase journey.
2. Advanced Filtering and Search:
Customizable Filters: Understanding the importance of a seamless user experience, XCentium implemented advanced filtering options that allowed users to refine search results based on specific attributes, such as brand, product type, and availability. This feature was essential for EMS's customers, who often search for products without knowing the exact part number.
3. Integrated Local Delivery and Shipping Logic:
Territory-Based Restrictions: XCentium implemented a sophisticated delivery system managing complex territory restrictions and local delivery options. The system enforced zip code restrictions during checkout, provided real-time messaging for customers in restricted areas, and ensured orders were processed according to local delivery rules.
Flexible Shipping Options: The solution also included logic to manage local deliveries within specific zip codes, with automated messaging and restrictions based on order size and delivery location.
4. Seamless Integration with P21 ERP:
Real-Time Data Synchronization: Integration with EMS’s existing P21 ERP was critical to ensure real-time inventory updates, pricing adjustments, and order processing, reducing manual intervention and minimizing errors.
5. Customer-Centric Checkout Experience:
Credit Management and Order Approvals: The checkout process accommodated EMS’s diverse customer base, including those on credit hold or requiring order approvals. Automated checks ensured that customers on credit hold could not complete purchases without resolving their account status, enhancing financial control.
Guest Checkout with Fraud Prevention: XCentium implemented a guest checkout option with manual order approval processes for large transactions, balancing user convenience with security and preventing fraud.

Results

The new e-commerce platform has been a transformative tool for Electric Motor Shop, delivering significant improvements in customer engagement, operational efficiency, and financial control:

Increased Customer Engagement: The intuitive design and advanced filtering options have simplified the shopping experience, leading to higher customer satisfaction and increased online sales.
Operational Efficiency: Integration with the P21 ERP system and automated local delivery logic has reduced the need for manual data entry, minimized shipping errors, and improved overall operational efficiency.
Enhanced Financial Controls: The credit management features in the checkout process have provided EMS with better control over accounts receivable, reducing financial risk.
Scalability and Futureproofing: The platform was designed with scalability in mind, enabling EMS to continue expanding their product offerings and customer base without compromising performance or user experience.

Conclusion

Through their partnership with XCentium, Electric Motor Shop successfully transformed their digital presence from a static brochure site to a fully functional e-commerce platform. This transformation has allowed EMS to better meet customer needs, streamline operations, and support their business objectives. The result is a more efficient, customer-centric, and future-ready organization, well-positioned for continued growth in the industrial electrical supply market.