Background
Founded in 1883 Widdop Bingham (https://www.widdop.co.uk) is the UK’s leading distributer of giftware exporting high quality gifts internationally based in the United Kingdom. Their product range includes clocks, candles, figurines, sentiment gifts and home accessories and has over 8000 products in its range, including brands such as Disney. Widdop Bingham has 12 regional representatives operating across the UK and Ireland and export worldwide to over 75 countries.
Selling online to its network of resellers has become an ever more crucial part of Widdop Bingham’s go to market strategy. In order to provide a modern, slick and powerful web experience Widdop Bingham realised they would be able to boost sales and provide a first class user experience.
The Challenge
Integration with Widdop Bingham’s bespoke back end system was essential. It contained the complex pricing structures for all their worldwide clients right down to individual products. Equally, the system, also supports a native iOS and Android application which allows Widdop Bingham sales representatives to sit with customers and put together orders
Equally, the system accommodated an extremely powerful shared baskets functionality. This gave Widdop Bingham clients the ability to order across multiple branches into one shared basket. This would need multiple delivery addresses, hence splitting the order.
Widdop Bingham also wanted to cross sell and upsell to customers who perhaps were not necessarily aware of the full depth and breadth of the brands and product ranges available to them. Given this varied assortment of products personalising and highlighting trending products was of paramount importance.
The Project
PureNet provided a rich B2B website which reflected all the complexities of functionality available in Widdop Bingham’s own back office system. The solution is seamlessly integrated and allows a joined up experience for clients whether they were purchasing via the website, through a rep via a native application or over the phone. It incorporated a catalogue mode and even allows Widdop Bingham staff to login as the client in order to purchase on their behalf through an ‘Impersonation Mode’. The system provides the ability to back and forward ordering.
Additionally, the system incorporated PureClarity, a third party AI based personalisation engine which allows segmentation and product recommendations based on the clients’ actions on the site, such as the goods they have purchased, viewed, searched for and other behavioural activity.