Boosting B2B performance.
How Performance Health used Adobe Commerce to exceed their B2B customers’ expectations.
53%
Increase in total orders from 2017 to 2018
Products:
Objectives
Create customised solutions for B2B “power users"
Allow customers to find configurable products and search products with pre-selected options
Enable configuring (WOA) processes and management of deliver-to address and requisition lists
Results
53% increase in total orders from 2017 to 2018
15% increase in online revenue
21% increase in new customers
Pleasing “power B2B users”
Performance Health is a leader in consumer healthcare and the largest global manufacturer and distributor of products to the rehabilitation and sports medicine markets. The company’s products are sold to healthcare facilities and practitioners including physical therapists, athletic trainers and chiropractors. They even sell directly to consumers. Performance Health’s market-leading brands, which are sold in over 100 countries, include Biofreeze®, TheraBand®, TheraPearl®, Cramer®, Sammons Preston® and Rolyan®. The company is headquartered in Chicago, Illinois, with significant operations both in the U.S. and abroad.
Previously, Performance Health was using a home-grown e-commerce solution, which was holding them back. Their customers are professional purchasers and “power B2B users” who manage thousands of deliver-to addresses and sprawling requisition lists, as well as hundreds of different employees buying for the same company online. Performance Health decided to move to Adobe Commerce, as the solution boasts many state-of-the-art B2B capabilities and is so flexible they could create customised solutions to address their problems.
“We felt we could accomplish all our goals with a solution that allowed Performance Health to evolve and adapt faster than our competitors while exceeding our customers’ expectations,” says Kristin Greenwell, e-commerce director for Performance Health.
“With Adobe Commerce, the functionality and experience we've been able to achieve over the last six years of working together are truly exceptional.”
Kristin Greenwell
E-Commerce Director, Performance Health
Inspired by customers
Performance Health implemented Adobe Commerce in April of 2017 and immediately began customising the e-commerce solution for their customers’ needs and expectations. Together with their solution partner, Crimson Agility, they easily integrated their existing backend systems: NetSuite, OnBase, Avatax and CertCapture. Then they started to customise the user experience to their customers’ demands.
A high-performance, cacheable mega-menu loads hundreds of nodes instantaneously, allowing users to easily search through multiple categories from wound care, to clinical equipment and orthopedic supplies. Klevu Search Enhancement helps the customer find configurable products. It will also return products with preselected options for attributes like size or colour, if those details were part of the original search. Meanwhile, the customer can set a view preference for Product Description Pages, which allows them to see drop down product configuration options or a grid view showing all available options at once. This is great for configurable products like gym and physical therapy apparatus or clothing and it allows B2B users to quickly identify and order all available options.
With Web Order Approval (WOA), larger companies can set-up and configure processes to allow hundreds of staff members to make purchase requests for superiors to approve. Approved requisition lists allow users to create and manage “include” and “exclude” requisition lists for corporate users. An include list allows users to only purchase certain items on a list. An exclude list restricts company users from buying certain items on the list.
A high-volume address book allows companies to effectively manage thousands of deliver-to addresses. Performance Health added a searchable data table that delivers thousands of addresses by city, zip, street in a matter of a seconds. The customer can also immediately see “recently used” addresses and can add “favourite” addresses. This is important for Performance Health because many of their customers have locations all over the U.S. — for example, they service many physical therapy chains with hundreds of different locations.
Before Adobe Commerce, some companies found requisition lists too huge and difficult to deal with. Performance Health converted these lists to data tables so they can be easily searched and displayed. An integration with Avalara CertCapture quickly determines a customer’s tax exempt status using certificates of exemption — the expiry and jurisdiction of these certificates is critical in the healthcare industry. Meanwhile, an integration with NetSuite in real time for pricing, orders, customers, deliveries, invoices and cash receipts helps the company enjoy a single source of truth for all data. Customer invoices are handled by the OnBase Document Management System. Now, customers can download invoices in PDF format for one or many invoices, all at once.
“We felt we could accomplish all our goals with a solution that allowed Performance Health to evolve and adapt faster than our competitors while exceeding our customers’ expectations.”
Kristin Greenwell
E-Commerce Director, Performance Health
The Adobe Commerce way
Performance Health implemented their new store in several phases, starting in April 2017 and concluding in October 2018. “Adobe Commerce and its framework allows us to be innovative in solving problems, to improve on the platform itself and evolve as fast as our competitors,” said Greenwell. “Doing things the ‘Adobe Commerce way’ for us means following best practices. This ensures that everything remains upgrade safe and is extensible.”
As a direct result of the features and capabilities that Performance Health added to their site, the company enjoyed a significant increase in customer loyalty, fewer customer service complaints and an impressive 53% increase in orders from 2017 to 2018. With an overall 15% growth in online revenue and a 12% growth in Average Order Value, the Return on Investment from their Adobe Commerce implementation speaks for itself.
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