all work
Antylia Scientific
Self-Service for Environmental Express, Powered by Shift7 Rocket Commerce
Overview
Antylia Scientific, a leading manufacturer of laboratory and industrial fluid handling products and supplies, sells their products under a variety of brand names including Environmental Express. Their previous online customer experience needed modernizing, including:
- An online-catalog website experience built on dated technology left customers frustrated and unable to find what they were looking for, without ability to show pricing or offer secure checkout
- No integration with Salesforce CRM left sales without any insight into customer online behavior
- An unsupported on-premise PIM was the single system of record for customer-facing product information
Solution
- Designed an improved Information Architecture for Environmental Express, for dramatic improvements in user ability to navigate site content and discover products
- Built a personalized self-service portal experience using Salesforce B2B Commerce for EnvironmentalExpress.com
- Shift7 Rocket Commerce Accelerator features designed for the manufacturing business model brought the site to life in just 3 months
- Self-Service Portal is integrated to Cybersource for payment, Vertex for tax, and Boomi middleware for ERP and PIM
- In other phases of work actively underway: inriver PIM foundation is being built to be a single system of record for product information across Antylia Scientific brands, Salesforce B2B Commerce platform will expand to power customer self-service for other Antylia Scientific brands
Platforms
- Salesforce B2B Commerce Cloud
- Shift7 Rocket Commerce Accelerator
- inriver PIM
Impact
- Dramatic improvement in site user experience, now a reflection of the brand
- As existing users of Salesforce Sales Cloud CRM, Environmental Express customers’ online and sales/service interactions are now seamless across the Customer 360
- A mature digital foundation is in place for future expansions including product syndication to other online retailers, and expansion of self-service to other Antylia brands
- 2022 plans include first-time investment in new growth marketing tactics focused on increased market share through new customer acquisition, and share of wallet through increased order frequency
