Houzer Transforms Brand Into an Enterprise Omnichannel Powerhouse with BigCommerce and Feedonomics
11 Octobre 2023 - 2:00PM
Business Wire
BigCommerce Elite agency partner Coalition
Technologies redesigns Houzer from a legacy marketplace to a
dynamic composable, direct-to-consumer (DTC) business in record
time of six weeks
BigCommerce (Nasdaq: BIGC), a leading Open SaaS ecommerce
platform for fast-growing and established B2C and B2B brands, today
announced Houzer, a US supplier of luxury kitchen sinks and
faucets, has launched its first composable, DTC site on the
platform. With BigCommerce, Elite agency partner Coalition
Technologies and Feedonomics, a BigCommerce company, at the helm,
Houzer fully transformed from a static B2B informational site into
a modern, functional enterprise DTC in six weeks.
“Before we found BigCommerce and Feedonomics, our tech stack was
pretty much as rudimentary as you can get,” said Michael
Challinger, CEO at Houzer. “So the first thing I did was ask, ‘What
should our technology stack be? How do we get a direct-to-consumer
site stood up? And what does the beating heart of our technology
platform look like?’ BigCommerce and Feedonomics kept appearing at
the center. Add that I was up against a time crunch to present at a
Miami conference about our new DTC business, and there was no way I
was going there without one.”
Operating on an outdated tech stack and primarily selling across
marketplaces such as Amazon, Home Depot, Lowe's and Wayfair,
Challinger’s aim was twofold: Invest in the best technologies and
support the brand’s omnichannel needs to syndicate product data out
to a wide variety of partners, easily integrate with new channels
and manage a catalog of complex products.
“It was no small feat, considering Houzer was a legacy website
with a ton of products, and we were migrating them to BigCommerce,”
said Jordan Brannon, president at Coalition Technologies.
“Migrating a site in six weeks that was both live and
presentation-ready to a live audience is an incredible feat. We
knew that we could trust BigCommerce to be a good partner for us on
this project, to be communicative and answer us in a timely
manner.”
With a small team and limited resources, Houzer needed a
solution that would allow the team to focus less on managing its
channels and more on what matters most: growing the business.
“Enterprise merchants need the ability to be flexible. And when
it comes to selling across multiple channels, one can't have an
omnichannel strategy without an integrated omnichannel data
strategy,” said Sharon Gee, senior vice president, sales &
partnerships at Feedonomics. “For Houzer, since they were already
selling on marketplaces and were looking to launch a new DTC site,
it made sense to build a flexible technology stack that could
seamlessly integrate catalog, inventory and orders across their
diverse channels ensuring their catalog was optimized to perform
across each channel to drive increased sales without sacrificing
speed to market.”
Houzer also had the freedom to choose best-in-breed partner
technologies that aligned with their business needs, including Buy
with Prime, ZenDesk for CRM, AfterShip for shipping and
fulfillment, Stripe for payment processing and Bazaarvoice for user
generated content.
“There's wide freedom to be able to work with whoever you want.
You're not forced into any one direction,” explained Challinger.
“But the bigger value, in my opinion, is the degree of access and
fervor BigCommerce puts into each of those partnerships. I can't
emphasize enough how much value I've already seen from the
partnerships that BigCommerce and Feedonomics have, and they're
just getting started.”
Since migrating to DTC with BigCommerce and Feedonomics,
Houzer’s growth has been even more impressive. Their bounce rate
dropped by 23.3%, conversion rates increased by 47%, transactions
by 150% and revenue by 118%.
“Ultimately, the next three months are going to be pretty
pivotal for us, because, to some degree, they'll determine how many
brands we buy,” said Challinger. “And they also are creating this
internal fire of enthusiasm for our team as we see our results and
growth.”
Watch the Houzer video case study to hear Michael Challinger
share his experience in working with BigCommerce, Feedonomics and
Coalition Technologies.
About BigCommerce
BigCommerce (Nasdaq: BIGC) is a leading open
software-as-a-service (SaaS) ecommerce platform that empowers
brands and retailers of all sizes to build, innovate and grow their
businesses online. BigCommerce provides its customers sophisticated
enterprise-grade functionality, customization and performance with
simplicity and ease-of-use. Tens of thousands of B2C and B2B
companies across 150 countries and numerous industries use
BigCommerce to create beautiful, engaging online stores, including
Ben & Jerry’s, Molton Brown, S.C. Johnson, Skullcandy, Solo
Stove, Ted Baker and Vodafone. Headquartered in Austin, BigCommerce
has offices in London, Kyiv, San Francisco, and Sydney. For more
information, please visit www.bigcommerce.com or follow us on
Twitter, LinkedIn, Instagram and Facebook.
BigCommerce® is a registered trademark of BigCommerce Pty. Ltd.
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version on businesswire.com: https://www.businesswire.com/news/home/20231011533123/en/
Dana Marruffo dana.marruffo@bigcommerce.com
BigCommerce (NASDAQ:BIGC)
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