WALLINGTON PLUMBING

How a large plumbing and heating supply company generated 5x growth in online sales

0 %
Increase in Revenue
0 %
Conversion Rate Increase

A scalable eCommerce platform upgrade with robust integrations.

One of the largest plumbing and heating supply retailers in New Jersey needed a scalable eCommerce platform and robust integrations that would elevate their eCommerce and enable the implementation of an omni-channel strategy. How Wallington Plumbing & Heating Supply leveraged the power of a Magento x Epicor Eclipse Integration to build a functional omnichannel experience for their customers that drove a 520% Increase in Revenue.

Our Approach

Plan

The original Wallington Plumbing & Heating Supply site was running on a slow WordPress platform, was fraught with security issues, and was unable to connect with the ERP. The existing platform was slow and suffering from multiple security and update issues. All of this made an omnichannel experience unachievable and was holding back sales. We crafted a strategy that included a platform that enabled an enhanced catalog, robust search functionality, and an omnichannel experience that worked with their legacy software Epicor Eclipse ERP.

Build

Our development team rebuilt the website on the Magento platform and integrated the Epicor Eclipse ERP. The website also included an innovative search feature designed to meet customer needs. Our team then added a variety of B2B features that were lacking on the original site, including: View Invoices, Orders, and Online Payment Options. 

Grow

The marketing team engaged in a full-stack digital marketing strategy to boost engagement, including an omni channel strategy to support multiple store locations. 

The Result

This strategy resulted in a conversion rate increase of 160% and a 520% increase in revenue.

Our experience with DotcomWeavers was a great one. They have a very professional staff that's focused on creating the ultimate customer experience. We were happy with all their work and look forward to doing future projects with them.

— Ray DiRussa | Project Manager | Wallington Pumbing & Heating Supply

THE SPECIFICS:

Epicor Eclipse ERP Integration

Our team developed an integration from scratch. Epicor Eclipse had an integration service, but no existing connector to Magento 2 was available. The entities synced between ERP and Magento 2 included:

  • Product Data from ERP to Magento
  • Orders and Customer information in a bi-directional sync between ERP and Magento

The complex custom integration our team performed, allowed Wallington Plumbing & Heating Supply to run their normal business operations more efficiently and leverage the flexibility of time and costs to scale.

Omni-Channel and B2B

The extensible B2B features of Magento created an Omnichannel solution that allowed Wallington Plumbing & Heating Supply to better serve their B2B customers with improved site speeds and a user friendly design. Wallington’s rich product catalog is now shoppable throughout their online store which displays real time inventory available across different locations. The Magento store is equipped with Quick Order PAD for simplified browsing or reorder processes, and enhanced shipping options. Their existing store customers can now shop online and see all current account history through an express registration. New customer data is synced with the ERP in real time and registered customers can see their own special negotiated prices where applicable. Other elements of the online store like BOPIS and Curbside Pick Up have paid off in huge dividends during the current global COVID-19 pandemic when customers would prefer contactless pickup options and minimal exposure. Because of these initiatives, conversions have jumped to an increase of 160%.

Digital Marketing

After the migration to Magento and the complex custom integration was up and running, Wallington Plumbing & Heating Supply then entrusted our experts with the task of creating and implementing an ambitious digital marketing strategy. To ensure Wallington remained a competitive leader in their industry, our objectives were to leverage several platforms to:

  • Boost engagement
  • Increase Site Traffic
  • Improve Conversions


With a 400% increase in mobile users, our master marketing team continues to run their paid search strategy which involves:

  • Remarketing Campaigns
  • Retargeting Content
  • Catalog Management Services
  • Optimizing Google and Bing Ads


At first, this was a pure re-platforming project—no design required. But as the new digital framework empowered DS’ eCommerce, the potential for a revamped customer journey looked too good to pass up.

We kept the core brand intact while elevating the user experience and adding new integrations for key CMS pages including:

  • Product Details Page
  • Checkout
  • Shopping Cart
  • Search
  • Mega Menu


The move to Magento Commerce Cloud gives DS a dynamic and scalable eCommerce engine to drive them into the future.

The Details

UI/UX Design

With each click the user is efficiently guided through a well defined and cohesive D2C journey using a mobile first approach. The website is now equipped with many engaging capabilities and features customers can access from the beginning to the end of their experience..

Customers can:

  • ‘Shop by Project’
  • Seek inspiration under ‘Stencil Ideas’
  • Watch educational videos
  • View suggested products or tools

 

All of which will help them efficiently complete their home improvement endeavors and connect them with CES for their present and future DIY needs.

Social media is an integral part of an expertly developed, mobile-first UX design. We were able to increase social media engagement throughout the customer journey using data-driven competitive research and extensive analysis of customer behavior through the use of heat mapping tools. CES now has a more wide-reaching presence on

  • Instagram
  • YouTube
  • Snapchat
  • Pinterest
  • CES Blog

Web Develpment

During this site overhaul, we aimed to enhance personalized searches and checkout experiences along with a total overhaul of the product detail pages. With the necessary enhancements the CES online store saw an increase in both in average order value (AOV) and revenue per visitor (RPV). Our focus during web development included three major elements essential to every ecommerce business:

  • Conversion Rate Optimization (CRO)
  • Search Engine Marketing (SEM)Strategy
  • Search Engine Optimization (SEO) Development and Implementation


A major step to assist CRO was the integration of several trusted third party tools such as:

  • PayPal
  • FraudLabs
  • Yotpo
  • Social Media Integrations

Marketing

We provided CRO support as well as SEO and SEM strategy. We also provided continued advice and direction to ensure that customer lifetime value (CLV) was stable without raising the cost per acquisition (CPA). Our strategies heavily influenced the total increase in web traffic and overall conversion rates.

SEO and SEM Strategies Used:

  • Google Ads
  • Yotpo
  • Amazon Advertising
  • FOMO
  • Abandoned Cart Emails
  • Social Media Integration
  • Multi-Channel Integration

Ready to have our team work for you?

Schedule a free consultation with one of our eCommerce strategists