E-Commerce Suite for Exotic Pet Product Manufacturer

Overview

Brisky Pet Products, a national manufacturer and retailer of exotic pet products based out of Franklinville, NY had built its business using mail-order and a sprawling distribution channel. In a bid to utilize the web to increase direct sales and simultaneously reduce order management costs, Brisky Pet Products decided to purchase an extensive e-commerce suite from Lance Technologies.

Problem

Brisky Pet Products’ initial website was sprawling and equally ineffective. The site, with over a hundred pages of products, was ill-designed with broken links, outdated and often contradicting product material, and unprofessional design. Though the company was renowned in the mail-order business, new visitors to the website would call the company sales number just to make sure they were legitimate! Existing customers never ordered from site but merely used the site to obtain the company's email address and phone numbers. Brisky Pet Products realized that driving sales via the web was crucial for growth. Just as importantly, they realized that the entire sales and order submission process had to happen all on the web. This was crucial to maintaining profitability.

Solution

Lance Technologies’ solution for Brisky consisted of a collaborative effort that produced an e-commerce suite that fit the needs and business processes of Brisky exactly. A completely redesigned website was launched that was hailed by Brisky’s customers as one of the most appealing pet product sites. However, it was the functionality and control that Brisky staff appreciated most. Brisky staff could edit any part of their website using Lance Technologies’ content management system – without any technical knowledge. Everything could be done online, from any computer, from anywhere. Lance Technologies helped Brisky re-categorize products and re-structure key components of the website based on user interface testing, making the site intuitive for end-users. The e-commerce system also allowed Brisky to run concurrent specials, feature items, run mail merges from collected addresses, and more. The end result was a robust system that more than tripled online sales. Lance Technologies’ solution also included a web-based back-end that facilitated order processing and fulfillment, allowing Brisky to cut order processing costs by up to 35%.