Becoming the No.1 wholesaler
in the industry
Becoming the No.1 wholesaler
in the industry
How Birlea Achieved an 85% Increase in Order Processing Efficiency with Sana Commerce.
About
Birlea
About
Birlea
Focus
Wholesaler of furniture products.
Market
Global, serving both small retailer and large blue-chip companies
Company
51 - 200 employees
What Success Looks Like
with Sana Commerce
What Success Looks Like
with Sana Commerce
Streamlining Operations and Overcoming
B2B Order Management Challenges
With over 20 years of experience in the furniture industry, Birlea aimed to become the number one wholesaler of choice. However, managing orders manually presented significant challenges, leading to inefficiencies and high error rates. The need for a more efficient, user-friendly ordering system became evident as customer expectations evolved.
Birlea faced specific challenges related to:
- Limited Scalability: Without automation, Birlea couldn’t grow beyond the capacity of its existing sales team, limiting their potential for expansion.
- High Order Error Rates: Manual order intake resulted in frequent errors, leading to reduced margins due to increased costs in correcting these mistakes.
Birlea recognized that efficiency and speed were crucial for maintaining their competitive edge in the furniture market. The complexity of managing numerous orders and customer requests underscored the necessity for a robust online solution that could drive automation, reduce touchpoints, and enhance the overall customer experience.
Michael Prime
Marketing Manager at Birlea
85%
>100 hours
<£100
Prioritizing Personalization
and a Customer-Centric Solution
Prioritizing Personalization
and a Customer-Centric Solution
Birlea chose Sana Commerce for its distinctive ability to customize and personalize the web store for various B2B customer segments with unique expectations. Before the selection process, Birlea engaged with their customers to gather insights into their needs for a B2B web store. From these discussions, they identified essential features to prioritize.
All of which Sana Commerce Cloud could effectively deliver.
Stock availability and visibility
Ability to pay for proforma invoices
Management of personalized pricing, discounts, and promotions
Transforming Order Management
and Boosting Customer Satisfaction
With the launch of the trade store, Birlea saw a dramatic reduction in order errors, significantly lowering costs and improving operational efficiency. The automation of manual processes not only saved time but also boosted customer satisfaction by providing real-time information and a seamless ordering experience:
Significant Growth in Online Orders
Twelve months ago, Birlea’s split between online and manual orders was 80% manual and 20% online. This has now flipped, with over 85% of orders being processed online, demonstrating a strong adoption of the web store.
Time Savings Across Teams
The trade store has saved Birlea’s sales and support teams a considerable amount of time—averaging over 100 hours a week—by automating order input and streamlining customer interactions.
Enhanced Customer Engagement and Sales
Birlea implemented strategies to educate customers on using the web store and provided a central hub for all information, including ordering, invoices, and updates. Additionally, bulk buy incentives and discount codes for the sales team have encouraged more online purchases. This has empowered sales agents with access to real-time insights, enabling them to reach their targets more easily.
Accelerated Business Growth
Sana Commerce has significantly shortened the order cycle and enhanced sales through features like recent purchases and special offers. The platform’s visibility into stock, new items, and invoices has enabled Birlea to upsell products more effectively, reinforcing their competitive advantage in the market.
Superior User Experience and Engagement
Birlea’s web store provides comprehensive functionality, allowing for online payments and invoice management. This seamless experience distinguishes them from competitors who offer only basic capabilities. The platform’s mobile accessibility ensures that agents and customers can manage orders on the go.
Advanced Features and High Engagement
Birlea’s web store supports advanced ordering options, including partial and complete deliveries, with accurate arrival dates. Approximately 80% of customers regularly utilize these enhanced features, with a remarkable repeat purchase rate of over 160 customers returning every 90 days.
High Conversion Rates and Efficiency
The web store boasts a conversion rate of 20%, reflecting its effective design and user experience. The intuitive interface simplifies navigation and transaction processes, contrasting sharply with competitors’ more basic setups.
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- Always In sync with real-time data.
- Deliver a seamless self-service experience that builds loyalty.
- Fuel growth with analytics that uncover trends and maximize ROI.
