Adobe recently announced the finalists for the 2020 Adobe Experience Maker Awards. This year, the program included former Marketo Revvie and Magento Imagine Excellence awards to add to the vast talent showcasing the “most innovative and successful digital transformations across the entire Adobe Experience Cloud portfolio.” Perficient Magento Commerce client, Benchmade, was selected as a finalist in The Mastermind category, a distinction given to just 3 of more than 350 total submissions.
Benchmade was nominated in The Mastermind category, which “recognizes the company that has delivered a unified commerce experience across multiple B2C and B2B channels.”
Benchmade’s Journey to Successful B2C and B2B Commerce
For over thirty years, Benchmade has been designing and manufacturing knives for the most demanding customers with hundreds of product variations. Considering Benchmade has extensive and complex product data, they needed proper product information and a streamlined purchasing process for customers. This drove their desire to find a partner to help upgrade its B2C site to elevate the buying experience, while also improving the overall design.
Upgrading Magento Commerce
Although Benchmade was already utilizing Magento Commerce, they needed to upgrade their instance from Magento 1 to Magento 2 in order to utilize its richer features and new functionality, like the improved product and checkout sections.
We migrated the Benchmade site to an updated version of Magento 2 to improve the overall site architecture. To streamline the ordering process, we helped to re-architect product and attribute data for the extensive catalog. Part of this effort entailed creating better connectivity between product families and variations to create a more user-friendly selection process. We also improved Benchmade’s organic visibility by developing a detailed SEO strategy around the newly elevated data architecture.
Transforming the Customer Experience
Utilizing Magento Commerce Cloud, we were able to transform Benchmade’s customer experience to be uniquely tailored to each specific customer by creating a seamless, interactive customer experience across mobile and desktop platforms. With the restructuring of their site and migrating to the latest Magento Commerce Cloud technology, we increased their online sales, resulting in a 27% increase year over year on average order value.
There are separate B2B and B2C websites, each of which allows a customer (B2C) or dealer (B2B) to purchase Benchmade products, captures various site-specific metrics, calculates individual analytical data, and fulfills orders using separate warehousing codes from the particular channel’s sales. With the new and improved data structure and SEO strategy, Benchmade realized a 23% increase in site traffic for unique visitors.
We are thrilled to be a part of Benchmade’s commerce journey and look forward to continued improvements and successful engagements. Congratulations again to the Adobe Experience Maker Awards finalist, Benchmade!