TW Wholesale
TW Wholesale Ltd is a family-run business based in Swadlincote, Derbyshire, specialising in the retail and wholesale of hardware and building supplies. Founded in July 1990, the company operates a superstore and online platform serving trade and DIY customers across the Midlands and UK.
Its product range includes power tools, hand tools, workwear, fixings and plumbing supplies, with leading stockists such as Bosch, DeWalt, Makita, Milwaukee, Stanley and Ox Tools. With next-day delivery, free UK delivery and same-day collection, TW Wholesale combines competitive pricing, expert service and a well-stocked warehouse to support professionals and enthusiasts alike.
TW Wholesale had previously been on Magento Open Source and was looking to re-platform once the contract expired. They needed full integration into their Orderwise back-office system. Any solution also needed to provide full support for drop shipping. AI integration for AI-based merchandising was an important feature for the client to support what was an extremely large product catalogue. Finally, TW Wholesale needed an agency that could not only build a solution but drive growth through digital marketing.
A key driver for the project was, due to the imminence of the Magento 2 contract, timescales were extremely tight, with an eight-week window and a development schedule that occurred over the Christmas period in time for a January go live.
Technology
The Approach
Agency51 was recommended to the client and pulled out all the stops to deliver this project.
Integrating into Orderwise was mapped out in detail and achieved by Orderwise uploading XML files with product/pricing/stock etc via SFTP to Google Cloud Storage. BigCommerce then pulled them from this environment and processed the data. Orders worked in reverse, as BigCommerce wrote files to Google Cloud Storage that were then read via SFTP.
Agency51 implemented the Salesfire third party platform which leveraged artificial intelligence (AI) to enhance online shopping experiences to increase sales and customer engagement.
An intuitive user experience (UX) was also applied to enable the extensive product range to be accessed quickly and easily by customers using the site.
A solid SEO migration strategy was applied by theAgency51’s digital marketing team throughout the build, which then was strengthened by onsite work to improve positionings for keywords with a high search volume which needed to be maximised
After the site went live, Agency51’s the team widened their remit to manage both PPC and SEO. TW Wholesale’s business model means there are constant changes to the products available, so the team needed to adapt a strategy which takes this into consideration
The PPC focus was on pushing key brands, product lines and products with a strong margin to ensure the best Return on Ad Spend (ROAS) possible, with the tight margins in mind.
Integration into Orderwise Inventory Management System
Agency51 applied its experience and estblished skills in integration to provide a joined up ecommerce operation.
Support for Drop Shipping
Agency51 provided a complex fulfilment process to allow drop shipping from different vendors and locations.
Ongoing Digital Marketing
Agency51’s digital marketing team provided expertly delivered PPC and SEO to grow revenue, increase loyal customers and boost brand visibility.
Delivered in Tight Timescales
An 8 week delivery schedule allowed the new site to his tthe ground running after the Christmas period.
The Outcomes
The site was successfully delivered within the 8 week delivery window. TW Wholesale’s B2B BigCommerce platform went live with full Orderwise integration and gracefully replaced the legacy platform.
The site presents its products using the third party Salesfire AI merchandising add-on to optimise user journeys and better present the item customers would wish to purchase. Effective drop shipping means fulfilment works smoothly, enhancing the customer experience.
Digital marketing is in full swing optimising the site for organic searches and paid advertising via PPC. All of these activities help drive demand and sales, with a ROAS that allows further investment in promoting the site.
"We at TW Wholesale pride ourselves in delivering the very best quality to our customers. Our BigCommerce ecommerce site developed by Agency51 has provided a first-class platform to keep delivering this commitment online. And their digital marketing team provides real growth, meaning the customers we’re delighting increases by the day."
