Challenge

Shars Tool Company has been a B2B supplier of high quality tools and accessories from certified manufacturers around the world for more than 30 years. Founded in 1978, the company initially approached Gorilla for a discovery session regarding the redesign their existing website. This evolved to encompass an overhaul of their entire ecommerce channel to accelerate the brand’s growth.

Approach

To start, we focused on designing a site that allowed for an easy-to-navigate and intuitive browsing experience, with user experience being a key area of focus. To that end, we built a ‘Recently Viewed’ tray to display along the bottom of product detail pages, allowing users to revisit products and enabling extended site browsing. We also created landing page banners to help site visitors identify categories, build brand identity, and improve SEO.

The site, optimized for mobile and tablet users, was built on the Magento Enterprise platform for its scalability and flexibility. Key integrations include Mailchimp for email marketing and an embedded ERP system for additional fulfillment and order management capabilities. We also integrated an extension to enable shipping rules and exceptions and to calculate shipping rates on the checkout page. Optimizing site browsing and search was a key goal for Shars, so we expanded capabilities and navigation for product search.

Finally, key to improving the online buying experience for Shars customers was simplifying the ordering and reordering process, so we built out a ‘Quick Order’ landing page that allows users to simply enter a SKU number and quantity and add the corresponding items directly to a shopping cart – making the process as seamless as possible.

Outcome

Since launch, the site has delivered on its objective of providing B2B shoppers with an enhanced online buying experience. Our Managed Services team continues to work with the Shars Tool team on new feature and functionality development.

  • Sessions are up 10.2%
  • Organic traffic is up 11%
  • Page views are up 17.3%