Weerman e-commerce platform reduces order time and increases turnover
About WEERMAN FLOWER WHOLESALE
Weerman is one of the largest flower wholesalers in the world, providing thousands of wholesalers and florists worldwide with the widest and most varied range of cut flowers and foliage on the market. Weerman’s e-commerce system is highly unique. Every day customers follow the auction live through the e-commerce system and buy cash and carry products online directly.
Weerman e-commerce platform reduces order time and increases turnover
About WEERMAN FLOWER WHOLESALE
Weerman is one of the largest flower wholesalers in the world, providing thousands of wholesalers and florists worldwide with the widest and most varied range of cut flowers and foliage on the market. Weerman’s e-commerce system is highly unique. Every day customers follow the auction live through the e-commerce system and buy cash and carry products online directly.
The challenge
Around 75% of the sales are made via Weerman’s webshop. The webshop was outdated, just like those of the competitors. Customers could see an enormous list of flowers and plants from which to choose using only a limited number of filters. For customers, the ordering process was lengthy and complex, with no possibility for customer differentiation and did not allow cross-selling.
The solution
Based on the Magento Open Source, Typeqast built an e-commerce platform with a user interface based on the customer journey. A customer that starts the ordering process sees only the products that are relevant to them because the platform and our ERP system are connected via a ‘smart’ database. The platform includes complex pricing systems including a.o. type of packaging transport. During the onboarding, we discussed what the goals of the project were, which technology would be best suited for the solution, and what the best approach would be. Typeqast worked in two-week sprints, during which a partial solution of the project as a whole is delivered and tested. These sprints were followed by a formal go/no-go decision on our side. In the meantime, we were kept informed about the progress of the project via various communication channels.
The results
In less than six months, the Typeqast team has succeeded in putting together what Dutch developers were unable to achieve over the previous two years. And for a much lower price. The new platform reduces the ordering time for our customers because we can present a selection that is more than relevant, based on historical purchasing behavior. At the same time, turnover has increased through cross-selling. All details entered by customers and the choices they make are (automatically) analyzed and used to improve our service provision. This puts us on a par with developments in many other business sectors, in cutting out unnecessary links like foreign wholesalers.
