How Birlea became the no.1 wholesaler: A Video Case Study

85%

of orders now processed through the trade store

Over 100 hours

saved per month on order entry and communication

From thousands of pounds

to less than £100 Reduction in monthly order errors

The challenge

Streamlining Operations and Overcoming B2B Order Management Challenges

With over 20 years of experience in the furniture industry, Birlea aimed to become the number one wholesaler of choice. However, managing orders manually presented significant challenges, leading to inefficiencies and high error rates. The need for a more efficient, user-friendly ordering system became evident as customer expectations evolved.

Birlea faced specific challenges related to:

Limited Scalability: Without automation, Birlea couldn’t grow beyond the capacity of its existing sales team, limiting their potential for expansion.
High Order Error Rates: Manual order intake resulted in frequent errors, leading to reduced margins due to increased costs in correcting these mistakes.

Birlea recognized that efficiency and speed were crucial for maintaining their competitive edge in the furniture market. The complexity of managing numerous orders and customer requests underscored the necessity for a robust online solution that could drive automation, reduce touchpoints, and enhance the overall customer experience.

The solution

Prioritizing Personalization and a Customer-Centric Solution

Birlea chose Sana Commerce for its distinctive ability to customize and personalize the web store for various B2B customer segments with unique expectations. Before the selection process, Birlea engaged with their customers to gather insights into their needs for a B2B web store. From these discussions, they identified essential features to prioritize, such as:

Stock availability and visibility
Ability to pay for proforma invoices
Management of personalized pricing, discounts, and promotions

All of which Sana Commerce Cloud could effectively deliver.

The Results

Transforming Order Management and Boosting Customer Satisfaction

With the launch of the trade store, Birlea saw a dramatic reduction in order errors, significantly lowering costs and improving operational efficiency. The automation of manual processes not only saved time but also boosted customer satisfaction by providing real-time information and a seamless ordering experience:

“The trade store has saved roughly over 100 hours within in the office. We want to grow considerably with the business as the business grows we want more customers to be focusing on the trade store allowing us to focus on the business needs.”

Michael Prime, Marketing Manager at Birlea

Significant Growth in Online Orders

Twelve months ago, Birlea’s split between online and manual orders was 80% manual and 20% online. This has now flipped, with over 85% of orders being processed online, demonstrating a strong adoption of the web store.

Time Savings Across Teams

The trade store has saved Birlea’s sales and support teams a considerable amount of time—averaging over 100 hours a week—by automating order input and streamlining customer interactions.

Enhanced Customer Engagement and Sales

Birlea implemented strategies to educate customers on using the web store and provided a central hub for all information, including ordering, invoices, and updates. Additionally, bulk buy incentives and discount codes for the sales team have encouraged more online purchases. This has empowered sales agents with access to real-time insights, enabling them to reach their targets more easily.

Accelerated Business Growth

Sana Commerce has significantly shortened the order cycle and enhanced sales through features like recent purchases and special offers. The platform’s visibility into stock, new items, and invoices has enabled Birlea to upsell products more effectively, reinforcing their competitive advantage in the market.

Superior User Experience and Engagement

Birlea’s web store provides comprehensive functionality, allowing for online payments and invoice management. This seamless experience distinguishes them from competitors who offer only basic capabilities. The platform’s mobile accessibility ensures that agents and customers can manage orders on the go.

Advanced Features and High Engagement

Birlea’s web store supports advanced ordering options, including partial and complete deliveries, with accurate arrival dates. Approximately 80% of customers regularly utilize these enhanced features, with a remarkable repeat purchase rate of over 160 customers returning every 90 days.

High Conversion Rates and Efficiency

The web store boasts a conversion rate of 20%, reflecting its effective design and user experience. The intuitive interface simplifies navigation and transaction processes, contrasting sharply with competitors’ more basic setups.