Sub Zero Technology Limited is a family owned business that has been designing, developing and manufacturing technical outdoor clothing since 1969. A traditional bricks and mortar business, the company acted as a wholesale distributor selling clothing to trade customers and independent retailers.
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Sub Zero has been a Purpose Media client since 2012. The initial brief was to help them expand and develop an online business strategy. They also thought technology could help streamline their business processes by integrating accounting and stock systems.
Extreme care had to be taken to avoid Sub Zero becoming a competitor to existing trade and retail buyers. It was important they saw and understood the benefits of the flexibility they would enjoy from being able to place trade orders on line, in addition to enjoying an increase in footfall to their stores as a result of online marketing.
Purpose Media Approach
We met with the family to understand their business and what they wanted to achieve from having an Ecommerce website with on-line sales functionality. We recommended that they integrate their website with back office accounting and stock control systems so that the web became a single platform upon which the entire business operated. This meant that whether orders were placed by telephone, fax, email or online, one single user interface could be used to process and fulfill orders.
Sub Zero now has a web based system that differentiates between retail and trade customers. This allows varying price bands and discounts to be applied across different levels of individual customer accounts.
The website also has the option to take payments on line or process order forms and invoices.
We have implemented a complete Ecommerce marketing solution. The company has seen an increase in sales both directly via their website but also to local retailers. This has been achieved by providing the option at “check out” to collect the garment from their nearest stockist, which has strengthened trade relations and helped local retailers to grow their business.
Finally, by analysing visitor statistics we have been able to pin point locations not covered by retailers and concentrate marketing activity in these areas. This has further increased sales, extended geographic coverage and increased profit margins without alienating their trade customers.
The back office solution has also enabled the creation of a marketing database which is now used to send email promotions, other special offers and publicise end of stock clearance lines.
Since the website was launched in 2012, we have worked with Sub Zero on a monthly basis to provide advice and carry out further enhancements to the website. In 2015, we completed an overhaul of the design and launched a responsive website.
A comparison of performance between January and August 2014 with the same period in 2015, shows that the following improvements have been achieved:
- The number of transactions has increased by 15.05%
- Online orders have increased revenue by 1413%
- The number of users has increased by 17.05%
- Visits from mobile users has increased by 22,00