How a Wine Accessories Retailer Uncorked B2C and B2B Ecommerce Success

March 17, 2015

Posted by Owen Fayle, Ecommerce Vertical Market Expert

Wine connoisseurs are noted for their discriminating tastes. Many put a premium on the quality of the overall wine experience—and that includes online purchases of wine-related products. International Wine Accessories (IWA) is meeting customer demand for a rich and engaging ecommerce(opens in new tab) experience with a relaunch of its B2B and B2C website.

Based in Petaluma in northern California, IWA is a retailer and manufacturer of custom wine cellars, racks, cooling systems, stemware and an array of wine related accoutrements to both wholesalers and direct to consumers through its ecommerce site, in new tab). A NetSuite customer since 2009, IWA has increased revenue 300 percent since going live on NetSuite’s unified cloud-based commerce platform to manage its financials, inventory and order management, CRM and ecommerce.

As the company continued to grow, so did customer expectations for ecommerce excellence. To meet the needs of its B2C and B2B customers, IWA set out to create the engaging and streamlined online shopping experience they required.

The relaunch of its site on SuiteCommerce(opens in new tab) Advanced provided IWA with the future-proof features and functionality needed to achieve this goal. The new site offers rich product imagery, detailed product information including stock availability and shipping timeframes, wish lists and a simplified one-page checkout. Additionally, built-in responsive design capabilities allow IWA to offer a mobile-optimized experience to its customers regardless of the device they use to access the site, letting them easily browse, learn and purchase from anywhere. Currently, smartphone and tablet users account for more than 30 percent of site traffic,.

On the B2B side, with business customers driving between 30 to 40 percent of its business, IWA is able to provide its wholesale customers robust self-service account and transaction management through its B2B Customer Center powered by SuiteCommerce. With the B2B online portal, distributors can see their designated account pricing, track order and shipment status, easily reorder from past order history, submit support queries and view transaction history as well as quotes, outstanding and available balances, credit memos and more.

Within two months of going live on SuiteCommerce Advanced, IWA reported significant results including:

  • Sales conversions up 70% with desktop users, and 17% among mobile users
  • Average time on site increased by 60%
  • Single-page bounce rate dropped 34%
  • Order processing time was reduced from 20 minutes to 20 seconds, providing scalability for growing order volumes

At the same time, IWA has seen a spike in sales of underperforming products thanks to the better search capabilities and faceted navigation, which enables visitors to narrow down goods by attributes.

Learn More
Check out the video below to see how SuiteCommerce enables B2C and B2B merchants, manufacturers and distributors to seamlessly connect every step of a multi-channel, multi-location business — from ecommerce, POS and order management to merchandising, marketing, inventory, financials and customer support. Learn more at: in new tab).

NetSuite has packaged the experience gained from tens of thousands of worldwide deployments over two decades into a set of leading practices that pave a clear path to success and are proven to deliver rapid business value. With NetSuite, you go live in a predictable timeframe — smart, stepped implementations begin with sales and span the entire customer lifecycle, so there's continuity from sales to services to support.

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