Reimagining B2B Commerce: Engage & Inspire
- Experience & Commerce Platforms
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.
Moving B2B Transformation Forward ...
D’Addario is on a business transformation mission, where the first step is focused on a key revenue driver: their B2B site. Comprehensively optimizing and modernizing their digital B2B experience, focusing on utility and customer convenience, is a fundamental goal, alongside alleviating the business from cumbersome update and maintenance processes of their legacy site, which was heavily dependent on updates pushed through the technology team.
... Without Removing B2C Functionality
While B2B is the main focus and revenue driver, D’Addario didn't want to leave B2C options out all together. As such, the decision was made to perform an end-to-end upgrade and relaunch of the company's website with the needs of individual customers in mind. In addition, B2C specific offerings were added to D’Addario's products and services offerings.
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