#010 : Insight __ how Signet leads B2B innovation with Adobe Commerce & Dotdigital

https://www.signet.net.au/

From humble beginnings, Signet is now one of the top 100 private companies in Queensland. As Australia's leading packaging, safety and warehouse supplies business, Signet distribute leading industrial brands, such as 3M, Ranpak, tesa and Kimberly Clark. Signet also sells an exclusive range of Signet's Own products and manufactures industrial and HACCP accredited stretch films and flexibles, marking paints, inks and aerosols, labels and signs in Australia.

Across the past year the Signet team has scooped top B2B digital awards & recognition from ORIAs, DotDigital, Yotpo and Inside Retail.

Signet partnered with Overdose. to digitally transform their legacy B2C and B2B business. The B2B customer grouping, SKU range (40k+) and complex price tiering meant a deep Adobe Commerce M2 knowledge, and strong Business Analysis and PM skills were critical.

Integrations

Overdose. integrated the Adobe Commerce site with Signet's Microsoft Dynamics NAV ERP, enabling real-time, bi-directional transfer of product, customer-specific pricing, order fulfilment, shipping, and accounting functions. The site boasts granular AI personalisation through the implementation of Nosto, Algolia advanced search capabilities and Email Automation with DotDigital.

CHALLENGE #001 : Category mix and information architecture

The breadth of Signet's SKU mix meant a clear category structure and information architecture was required to showcase the full Signet range.

SOLUTION : The Overdose. SEO team worked alongside Signet to understand the product range and priorities for the business to deliver a comprehensive information architecture, which was translated in the design phase to a clear website navigation structure.

CHALLENGE #002 : Multiple B2B customers on one account

Signet often has multiple customers attached to one account, each with different permissions and roles.

SOLUTION : The ‘my account’ design and order flow required the ability to switch between users within the account for administrators, with a different order, edit and approval permissions.

CHALLENGE #003 : Pricing tiers

With multiple pricing groups, including contracted and sale pricing, the pricing display and execution for logged in customers were cumbersome.

SOLUTION : Overdose. designed different displays for each pricing type and a pricing hierarchy was mapped to ensure the correct pricing display for each customer group.

CHALLENGE #004 : Checkout flow for different customer journeys

Signet had a legacy B2B checkout flow, which required an extensive signup process for new customers.

SOLUTION : A simplified checkout option was added to allow fast guest checkout on Adobe Commerce, with the provision to create a B2B account with automated ABN lookup and credit approval workflows.

CHALLENGE #005 : Driving digital creativity through automated marketing campaigns with Dotdigital

With the seemingly daily transformation in the marketing and consumer world, Signet needed to keep up with the changing dynamics. One of the challenges for the B2B company was to drive maximum customer engagement and encourage consumers to interact with the brand on a more personal level. The second challenge being the lack of integrations between the critical platforms that Signet was using. Therefore, to redefine its marketing strategy and develop interactive, personalized campaigns, the company conducted thorough research and testing to implement a robust tech stack.

SOLUTION : Putting together a comprehensive tech stack has been a massive game-changer for Signet, enabling the company to create data-focused, personalized campaigns. “Combining different platforms to create a fully operational environment has helped us significantly improve our marketing activities,” said Prue Krook, Digital Marketing Manager at Signet. “Furthermore, the seamless integration of Magento, Dotdigital, and Nosto has made a real difference at an operational level.”

With the now integrated connectivity, the team can carry effective data segmentation and create tailored programs across disparate platforms. Deep diving into the data and maintaining regular database hygiene has aided in better analyzing the customer data and funnel them into key segments – namely, industry code, product range, and spend band. The smooth integration of Dotdigital and Nosto has allowed Signet to split-test between subject lines, generate personalized product recommendations, and integrate dynamic content across landing pages to expand the customer's unique online journey.

Known to push its creative boundaries constantly, the brand created interactive and innovative designs via ‘Sigflix’ and ‘Mystery Discount’ campaigns to increase click-through. The ‘Sigflix’ campaign showcased content in a fun and engaging Netflix format, becoming an instant hit with an impressive customer engagement. The campaign saw customers from the top to bottom spend bands of the database actively engage with the brand. Similarly, the ‘Mystery Discount’ campaign was a huge triumph. It provided a creative spin to maximize revenue through gamification and the ‘Spend and Save’ offer.

Continuing with its personalization journey, the team runs abandoned cart programs and triggered email campaigns with Dotdigital. The brand is further leveraging the captured data to send more content-based emails and foster long–term customer relationships. To optimize the abandoned cart program, the team is conducting a split-test with subject lines for improved open rates. They also conduct split-tests for email design to encourage increased click-through rates that lead to purchase.

Dotdigital’s in-depth industry experience and knowledge has made it easy for Signet to streamline its email automation process. Moreover, the company has not only enhanced its customer experience but also built a stronger approach towards brand recognition, as well as customer engagement. “The best thing about the Dotdigital team is their ability to understand and align themselves with clients’ needs and vision, as well as the fantastic local support,” added Suzie.

Testimonials

"At Signet we're passionate about providing our B2B customers with the best online experiences, benchmarking off B2C best practice. We felt that a partnership with Overdose. gave us the best of both worlds - a deep technical understanding of Adobe Commerce and our related tech stack, along with their vast experience across a range of B2B and B2C industries."

Suzie Young,

Head of Digital and Direct Marketing

- Signet

When we joined forces with Overdose. in March 2020, the team were given the unique challenge of increasing our online revenue, brand presence and new customer acquisition, all in the face of a global pandemic. Previously, we had found our agency to take a reactive stand on campaigns and revenue growth, and this simply wasn’t moving the needle for us. We needed our new team at Overdose to really show their talent through proactive and innovative approaches to our current performance marketing.

The unique relationship between the organic and paid search team at Overdose has played a key part in our success and growth over the past 6 months. We are consistently impressed by the level of depth and thought put into the crossover of strategies to ensure we are spending both our energy and budget in the most effective way.

We have also seen great movement in the expansion of our paid search account to build out ‘portfolio views’ of our product ranges and categories. This approach has really started to give us visibility over the account that we weren’t able to access previously, while also creating greater personalization of targeting and messaging to our customers online.

Overall, the fantastic results we have seen over the past 6 months truly speak to the skill and dedication of the Overdose team, and we look forward to continuing our success with them.

Prue Krook,

Digital Marketing Manager

- Signet

UX/UI

With a variety in product display, details specifications and large category numbers, designs needed to be clean, detailed and importantly optimised for mobile:

1) Simple UI with intuitive UX that allows B2B customers ease of ordering, and reviewing history.

2) Design intelligently for a large IA structure, driven by data and SEO research

3) Ability for multiple B2B users to enter accounts, order, edit and control flow.

Insights :

"SIGFLIX" CAMPAIGN :

• 27% open rate
• 19.47% click-to-open rate

FIVE DAY "MYSTERY DISCOUNT" CAMPAIGN :

• 26.76% Open Rate
• 39.47% click-to-open rate
• 8.59% website conversion

Additionally, the offer lead to an increase in purchases for the customer segment and helped to bump up the average order value of customers who interacted with the campaign.

Overdose. & Chill

Overdose. Melbourne's Managing Director, Laura Jackson is joined by the great Suzie Young, Head of Digital and Direct Marketing at Signet. For episode #034 of Overdose. & Chill, they discuss B2B and B2C commerce, leveraging content creation & an innovative tech stack to drive personalised experiences and how Suzie drives growth through digital strategy, eCommerce and data-driven digital & direct marketing.

Awards :

Overdose. & Summit

Customer success story – Signet: Smashing cross-channel marketing automation goals: See Beatrice Ellefsen and Suzie Young at the Overdose. Composable Commerce Summit as they take you through how Signet (Dotties Award winner – Leading B2B Campaign) drove digital creativity with automated marketing campaigns, to foster long–term customer relationships and smash revenue goals.

The session is kicked off by Aparna Gray, Head of Marketing, APAC at Dotdigital who will cover key 2022 marketing goals, introduce Dotdigital and detail the company’s partnership with Overdose., chosen as Dotdigital’s APAC Partner of the Year at the dotties!

Read the original article here : SIGNET CASE STUDY