Reimagining B2B Commerce: Engage & Inspire



  • Manufacturing


  • Experience Elevation
  • Commerce Acceleration


  • Optimizely
  • inriver

Get to Know D'Addario


D'Addario is a manufacturer of musical instrument strings, primarily for guitars, currently headquartered in Farmingdale, Long Island, New York. It is a family-owned and -operated business that is one of the largest musical accessory manufacturers in the world.

When they felt that they weren't getting the results from their e-commerce platform that they needed, they turned to Valtech for solutions in updating both their B2B and their B2C offerings. 

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Finding the Harmony Between B2B and B2C Commerce


The Valtech team integrated with both D’Addario’s existing experience partner and their own Marketing and Product teams to establish a sustainable and flexible technological ecosystem, supporting the customer centric focus expressed through their new visual experience. Together, we focused on business and technology, creating an eco-system accommodating more than 5000 SKUs, near-real-time inventory status and personalized pricing, and capable of personalizing the product and content experience to their customer.

Up-to-date inventory, personalized customer pricing, automated customer on-boarding and immediate order dispatching sound like dangerous dependencies to back-office systems, but we introduced a method for how to get off-line support without losing out on these features required to create a truly magnificent customer experience whether the customer was another business or a consumer.

For their exclusive B2C functionality, Valtech worked with D'Addario, as an end-to-end partner, to relaunch the flagship daddario.com site, rebuilding and redesigning a consumer-centric product, loyalty and e-commerce experience, hinging on visual story-telling to fold in artist relations, product positioning and company heritage content. The relaunch included an end-to-end redesigned product experience with full e-commerce capabilities, a merch-store, an artists experience, a loyalty program called Players Circle, and a custom product configurator.

Combining B2B and B2C Into a Perfect Symphony


Ultimately, the solution delivered, enabled by Optimizely’s CMS and Commerce platform, brings a globalized platform, supporting the need of D’Addario’s B2B and B2C business across three continents.

In addition, 65% of revenue was accrued through the B2B commerce portal in 2018 alone. D’Addario saw a 139% increase in B2C revenue and a 275% increase in revenue generated from custom products.

We were impressed with the team, the facilities, the fact that it's not a small company, but it's not too big, so it's kind of a perfect size where we think you have the capabilities and the resources to have a broad background and experience, but yet have a personal touch and good project management locally. We were impressed with that, and also Valtech's reputation as being a really acclaimed developer on the Optimizely platform, which is what we chose for our e-commerce.

Jim D'Addario, CEO of D'Addario

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