Customer Case Study

Two Storefronts, One Platform

North Coast Electric, a full-line electrical distributor, partnered with Unilog to launch B2B and B2C stores and later upgrade to the CX1 CIMM2 Touch platform.

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Industry

Electrical

Location

Seattle, WA

Products used

CX1 CIMM2

Executive Summary

North Coast Electric, the largest independent family-owned electrical distributor in the West, has partnered with Unilog since 2012 to build B2B and B2C online stores. In 2015 the two evolved the sites with the CX1 CIMM2 Touch platform and a redesigned experience featuring better search, a modern interface, and simpler checkout.

A Pioneer Outgrowing Its Own System

North Coast Electric (NCE), a full-line electrical distributor based on the West Coast, became a pioneer in its industry when it developed its first online web order entry system in 1997. After a few years with that basic system, NCE decided it needed a true eCommerce site, and in 2011 began searching for a digital commerce provider.

NCE wanted a partner who understood distribution and how it differs from retail eCommerce. In 2012 it engaged Unilog to develop two online stores: a B2B web store for electrical customers and a separate site for retail lighting customers. NCE invested in enriched content, expanded its content team, and trained its inside and outside sales force on the new technology.

A Web 2.0 Rebuild Shaped by Customers

As eCommerce adoption grew, NCE partnered with Unilog again in 2015 on its Web 2.0 project, which had two core initiatives: upgrade NCE’s sites to the new CX1 CIMM2 Touch platform and redesign the overall look and functionality.

Drawing on customer feedback, NCE asked Unilog for three enhancements to its digital storefronts:

Adaptable web search

Additional search algorithms to deliver better, more relevant results regardless of how a customer searches.

Improved user interface

A completely redesigned interface incorporating more industry best practices and familiar processes.

Simpler checkout process

A consolidated, improved transaction process to make checkout quicker and easier.

A Single Portal, A Real Differentiator

After launching its online storefronts, NCE saw a surge in eCommerce activity. By incorporating the functionality and technology needed to service its customers, NCE could provide a single portal and become a differentiator in the electrical distribution marketplace.

I think the differentiation that we see between a lot of other organizations is Unilog’s willingness to be flexible, to listen to their customers, and to recognize that this is an industry that they’re committed to. Their success, to a large degree, is dependent upon our success.

Les JohnsonChief Information Officer, North Coast Electric