B2B ecommerce success, naturally.
Unique Health Products boosts sales of natural products across Australia using Adobe Commerce.
Established
1996
Employees: 190+
Kunda Park, Queensland, Australia
OSE Digital
69%
Of orders placed online, enabling business expansion
Products:
Objectives
Update website with engaging wellness and eco-oriented merchandising plus simple navigation
Integrate with ERP for faster time-to-market for promotions to support sales reps and retailer customers
Make it easier for B2B customers and field sales representatives to place new and repeat orders
Drive growth with existing customer and attract new retailers
Gain clear and simple access to the content management system
Results
Launched new B2B ecommerce website in 6 months to meet growing demand for healthy products
Enabled execution of 400 promotions monthly, with setup in minutes instead of days
Streamlined order processing and fueled profitable growth by supporting 52% of company sales with online portal
Cemented position as industry leaders in the natural health space increasing average order value by 4.4%
Achieved time and cost efficiencies with simplified publishing of content highlighting industry and product insights
Healthy growth in wellness and eco products
Lugging a heavy photo album of natural product information across Queensland and New South Wales in his company’s early days, Dale Parkes started Unique Health Products out of the back of his van when he was in his 30s. To speed up deliveries to his retailer customers, he’d often ask shop owners to fax through their orders to the home office while he was meeting with them in their stores.
More than 25 years later, attentive service to retail customers is the mainstay of Unique’s successful wholesale business. An expert team provides pharmacies, independent grocers, and major grocery chains across Australia the resources they need to increase their sales of wellness and eco-oriented products.
Over the years, the photo album was replaced by a beautiful, printed catalogue updated quarterly. In addition, a B2B website allowed buyers to purchase directly and for field sales reps to assist with placing a retailer’s order during face-to-face meetings. In recent years, however, as Unique's number of brands and products in the Australian market continued to grow, keeping marketing materials up to date became increasingly challenging.
New promotions and features could not be introduced on the website without assistance from the IT department. The marketing team wanted to be able to make more frequent updates to promote the latest innovations in healthier snacks, supplements, health and beauty items, and eco-friendly home and cleaning supplies.
“By using Adobe Commerce and the important API integrations to our ERP done by OSE Digital in partnership with our in-house IT team, our customers and staff can now see new promotions immediately.”
Mike Rodgers
IT Manager, Unique Health Products
A modern platform for scaling B2B sales
To better position Unique for success in the competitive market for healthy, eco-friendly products, Brisbane-based OSE Digital, an Adobe Bronze Partner, deployed a new ecommerce website for the company using Adobe Commerce.
“Unique sets up all of its sales promotions within its ERP, so enabling their marketing team to efficiently set up promotions on their own without involving IT was key,” says Paul Dunstone, CEO and Founder, OSE Digital. “With Commerce, Unique’s marketers can execute promotions in minutes instead of days, without needing IT’s help.”
In the past, coding the system for special promotions was so much work that it was usually only done for Unique’s largest, high-volume customers. Now, the company’s marketing team can use drag-and-drop features to quickly introduce new offers at scale to serve retailer customers of all sizes.
Faster time-to-market for marketing promotions gives Unique more flexibility to quickly support new product launches, special deals from manufacturers, and inventory clearances. Special pricing can be applied individually or by group, layered on for key accounts, or by customer type, product category, brand, or SKU, with controls for quantity such as by single unit, inner carton, or master carton.
“By using Adobe Commerce and the important API integrations to our ERP done by OSE Digital in partnership with our in-house IT team, our customers and staff can now see new promotions immediately,” says Mike Rodgers, IT Manager, Unique Health Products. “This enables our marketing team to execute up to 400 promotions monthly and better manage and fine-tune activities to impact sales.”
OSE Digital completed the new site launch in just six months, with a fresh, modern look just in time for retailers’ re-stocking orders ahead of Christmas. “We wanted to make it as easy and efficient as possible for retailers to place orders while maintaining our high standards for product and packaging presentation. Our website is an important tool to educate retailers on the latest information about new products and trends, so the experience has to be flawless,” says Kylie Scolyer, Marketing Manager, Unique Health Products.
“Our website needs to be beautiful, both in how it looks and functions. It has to be easy to use and support our retailer customers as they grow their business with us. Adobe Commerce helps us achieve this goal.”
Brigitte Cox
eCommerce Manager, Unique Health Products
Encouraging sustainable, healthy lifestyles across Australia
The responsive design of the fast-loading website means it’s automatically optimised for viewing on mobile and tablet devices. With a few taps on the screen during customer meetings, sales reps can quickly highlight current deals on naturally sweetened energy bars or the newest flavours in crispy, savoury cauliflower snacks.
Since Unique’s offerings have broadened to include more than 4,500 items from over 250 Australian and global brands, intuitive search and repeat purchase features make it faster and easier for buyers to put together orders for their stores. Customers log in for a streamlined checkout process, downloadable invoices, product lists, point of sale (POS) materials, social media imagery, and timely content highlighting industry and product insights.
“It’s simple for our marketing team to publish new blog posts that sustain our thought leadership in healthy living,” says Brigitte Cox, eCommerce Manager, Unique Health Products. “Our retailer customers can take advantage of our materials for use in-store and in their own social media and marketing channels, building word-of-mouth and generating foot traffic to their stores.”
More than 69% of the company’s orders originate through its upgraded website, streamlining order processing and positioning it for profitable growth. Since the new site launched, average order values have increased by 4.4% and the company now supports 52% of company sales with its online portal.
The brands that Unique represents also benefit from the company’s new site, thanks to its robust capabilities to support advertising, analytics, and marketing automation integrations, such as product recommendations. “Our website needs to be beautiful, both in how it looks and functions,” says Cox. “It has to be easy to use and support our retailer customers as they grow their business with us. Adobe Commerce helps us achieve this goal.”
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