How e&s Trading are driving innovation and achieve game-changing business results with Adobe Commerce

Behind the scenes of the winning customer experience

The team at e&s recognised the need to transform their eCommerce platform to have the ability to revolutionise their omnichannel customer experience. With a comprehensive digital transformation strategy to drive the business forward, the e&s team worked with Balance to create an Adobe Commerce solution to deliver their vision. ‘The e&s feeling’ which the brand makes their mission, needed to be fluid across in-store and eCommerce, creating the ultimate omnichannel experience for their customers. The eCommerce solution needed to include the many positive aspects of shopping in person at e&s in a new inventive way, including the welcoming atmosphere, the informed and helpful staff, the extensive range of products available, the after-sales services that go hand in hand with the products, and their price match guarantee service. Balance and e&s worked together in partnership to begin designing an experience to meet the technical and experiential criteria required for it to be a success.

At the commencement of the project, the key objectives were clear for e&s and Balance. The solution should be a best-in-class Adobe Commerce solution to help the organisation be a true omnichannel retailer and harness eCommerce’s growth potential. The platform needed to be able to deliver a game-changing customer experience initially for B2C customers, and have the capability to extend to B2B audiences in the future. To achieve this, there was a heavy focus on systems integration. The new solution had to integrate seamlessly with critical business systems, in particular, the organisation’s ERP. By doing so, e&s could retain a single source of data, key to allowing existing systems and processes to ensure a consistent experience in both showrooms and online. The newly combined data sources would provide valuable information to create significant operational efficiencies. Furthermore, be a pivotal tool to improve customer experiences across the board. Customer behaviour, customer data and analytics would be utilised in a continual improvement process.

The platform’s vision was that no matter where customers chose to do research or shop, e&s should be able to provide them with the best possible experience. Simplifying and clearly communicating the complicated requirements of selecting appliances so customers could easily make the perfect choice online was key to this vision. The Adobe Commerce out of the box content flexibility would allow the team to develop extensive customised feature filters, immersive product pages with rich content and engaging promotional landing pages to support guiding customers through the complex product ranges.

The platform was launched in late 2019, feature-rich and ready for action, only several months before the global COVID-19 pandemic hit Australia, which would turn out to be immeasurably important to the business.

e&s saw their online sales increase a whopping 1936% during the first year of the new site. A hugely successful outcome in such challenging times for Australian businesses of all kinds.

The Adobe Commerce solution handled the significantly increased demand on both the front-end and back-end with ease. This allowed e&s to focus on their customers and deliver them superior experiences through solely digital channels throughout a large part of 2020.

The continued partnership between e&s and Balance is focused on improving the experience for e&s customers in new and exciting ways. This collaborative continuous improvement approach has delivered an impressive average growth of 23% month on month since launch with several developments for the solution still in the works.

Superior content management

  • Enhances content management and publishing with a user-friendly and intuitive interface.
  • Streamlines content publishing with preview and scheduling capabilities.
  • Allows eCommerce, Merchandising, and Marketing teams to manage onsite content without the need for developer support.
  • Seamlessly integrates with key business systems, such as the organization’s ERP, to optimise content management.

Powerful insights

  • Provides data visualisation, cloud-based hosting, and robust dashboard and report building tools in a single, unified platform.
  • Empowers the business with powerful business intelligence capabilities, leveraging real-time data to drive growth and improve the customer experience.
  • Offers a global view of real-time stock availability and orders, utilising multi-store inventory (MSI) to enable customer service to easily process orders.

Customer-centric experiences

  • Supports a wide range of content to create immersive experiences for customers, including images, videos, product manuals, promotional banners, adjustable page layouts, and ‘find a showroom’ functionality.
  • Delivers an interactive experience that drives engagement and conversion, empowering customers to search and discover with ease.
  • Provides customers with pricing options that match those offered in- store, including standard pricing, cashback pricing, promotional pricing, get-a-quote, and price matching.
  • Offers flexible fulfillment options, including various standard delivery and delivery with installation services based on location.

Scalability and optimisation

  • Runs on a reliable Amazon Web Service (AWS)-based environment that can support any size of eCommerce deployment or campaign traffic.
  • Leverages a high-performance CDN to optimise content delivery, reducing load on critical infrastructure and increasing responsiveness in key conversion funnels.

The team at e&s recognised the need to transform their eCommerce platform to have the ability to revolutionise their omnichannel customer experience. With a comprehensive digital transformation strategy to drive the business forward, the e&s team worked with Balance to create an Adobe Commerce solution to deliver their vision. ‘The e&s feeling’ which the brand makes their mission, needed to be fluid across in-store and eCommerce, creating the ultimate omnichannel experience for their customers. The eCommerce solution needed to include the many positive aspects of shopping in person at e&s in a new inventive way, including the welcoming atmosphere, the informed and helpful staff, the extensive range of products available, the after-sales services that go hand in hand with the products, and their price match guarantee service. Balance and e&s worked together in partnership to begin designing an experience to meet the technical and experiential criteria required for it to be a success.

At the commencement of the project, the key objectives were clear for e&s and Balance. The solution should be a best-in-class Adobe Commerce solution to help the organisation be a true omnichannel retailer and harness eCommerce’s growth potential. The platform needed to be able to deliver a game-changing customer experience initially for B2C customers, and have the capability to extend to B2B audiences in the future. To achieve this, there was a heavy focus on systems integration. The new solution had to integrate seamlessly with critical business systems, in particular, the organisation’s ERP. By doing so, e&s could retain a single source of data, key to allowing existing systems and processes to ensure a consistent experience in both showrooms and online. The newly combined data sources would provide valuable information to create significant operational efficiencies. Furthermore, be a pivotal tool to improve customer experiences across the board. Customer behaviour, customer data and analytics would be utilised in a continual improvement process.

The platform’s vision was that no matter where customers chose to do research or shop, e&s should be able to provide them with the best possible experience. Simplifying and clearly communicating the complicated requirements of selecting appliances so customers could easily make the perfect choice online was key to this vision. The Adobe Commerce out of the box content flexibility would allow the team to develop extensive customised feature filters, immersive product pages with rich content and engaging promotional landing pages to support guiding customers through the complex product ranges.

The platform was launched in late 2019, feature-rich and ready for action, only several months before the global COVID-19 pandemic hit Australia, which would turn out to be immeasurably important to the business.

e&s saw their online sales increase a whopping 1936% during the first year of the new site. A hugely successful outcome in such challenging times for Australian businesses of all kinds.

The Adobe Commerce solution handled the significantly increased demand on both the front-end and back-end with ease. This allowed e&s to focus on their customers and deliver them superior experiences through solely digital channels throughout a large part of 2020.

The continued partnership between e&s and Balance is focused on improving the experience for e&s customers in new and exciting ways. This collaborative continuous improvement approach has delivered an impressive average growth of 23% month on month since launch with several developments for the solution still in the works.

Superior content management

  • Enhances content management and publishing with a user-friendly and intuitive interface.
  • Streamlines content publishing with preview and scheduling capabilities.
  • Allows eCommerce, Merchandising, and Marketing teams to manage onsite content without the need for developer support.
  • Seamlessly integrates with key business systems, such as the organization’s ERP, to optimise content management.

Powerful insights

  • Provides data visualisation, cloud-based hosting, and robust dashboard and report building tools in a single, unified platform.
  • Empowers the business with powerful business intelligence capabilities, leveraging real-time data to drive growth and improve the customer experience.
  • Offers a global view of real-time stock availability and orders, utilising multi-store inventory (MSI) to enable customer service to easily process orders.

Customer-centric experiences

  • Supports a wide range of content to create immersive experiences for customers, including images, videos, product manuals, promotional banners, adjustable page layouts, and ‘find a showroom’ functionality.
  • Delivers an interactive experience that drives engagement and conversion, empowering customers to search and discover with ease.
  • Provides customers with pricing options that match those offered in- store, including standard pricing, cashback pricing, promotional pricing, get-a-quote, and price matching.
  • Offers flexible fulfillment options, including various standard delivery and delivery with installation services based on location.

Scalability and optimisation

  • Runs on a reliable Amazon Web Service (AWS)-based environment that can support any size of eCommerce deployment or campaign traffic.
  • Leverages a high-performance CDN to optimise content delivery, reducing load on critical infrastructure and increasing responsiveness in key conversion funnels.

Insights that make businesses smarter

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