Total Tools renovates its e-commerce strategy with Adobe Commerce
Total Tools, Australia’s largest professional tools retailer, has passionately serviced Australians for over 30 years with the biggest tool brands and renovating advice. Early in its digital transformation journey, Total Tools realised it needed a flexible and sustainable e-commerce platform to help build the next phase of its online growth and keep up with competitors in the local market. Total Tools migrated to Adobe Commerce, powered by Magento and haven’t looked back.
To provide customers with a standard online experience and increase conversion rates, Total Tools understood that it needed to improve the way it did e-commerce. “Although we started our e-commerce journey in 2014, we weren’t seeing a lot of sales through the platform at the time with the original provider, so that was the reason we took the opportunity to go out to the market and see what other platforms were available,” said Brandon Soo, E-commerce Manager at Total Tools. “Since moving to Adobe Commerce, we have seen conversion rates grow as the business becomes more agile, and we were able to transform the customer experience.”
Video courtesy of Digital Nation
Building an E-commerce Strategy
Total Tools is a proudly owned and operated franchise network experiencing nationwide growth in Australia. It needed to transform its digital offering to provide customers with a seamless and personalised online experience.
To redesign their strategy, Total Tools engaged e-commerce agency, Balance Internet, to help find the best solution for them. Using Adobe Commerce as the platform to bring a suite of products together, they went to work on a bespoke online shopping strategy to allocate online orders from the customer’s local or closest store with stock.
This geographic strategy to fulfil online orders meant cheaper delivery costs, more timely delivery and allowed Total Tools to tailor the customer experience to replicate how and where customers shopped for a fully individualised experience.
The platform was required to understand and evaluate stock levels at each store, consider details such as if something was a pre-order, and use customer location. The platform then needed to allocate this to the website to fulfil the service.
The introduction of their bespoke platform, combined with other changes, allowed Total Tools to ramp up their e-commerce presence tremendously. Total Tools were able to experiment and be agile in their online approach, all the while using the philosophy that ‘it’s all about the customer’, and giving customers their own personalised experience through every touchpoint.
With the ability to implement various complimentary platforms into their Adobe Commerce platform, Total Tools has seen a 300-400% growth in e-commerce sales over the last five years.
Nailing the B2B and B2C Customer Experience
By using the Adobe Commerce platform as the heart of their suite, Total Tools has invested in other tech solutions to improve the customer journey and scale when required. The flexibility to do both B2B and B2C implementation was key for Total Tools to provide the same standard of experience whether customers are in-store, online or making bulk business orders.
“Because it all comes down to the customer experience and delivering multiple ways of getting them the products they want,” said Soo. “Bringing all the intelligence together, we can provide a better experience and continue to improve our 1:1 personalisation.”