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Palmer Donavin

Distributor drives sales & revenue with customer-focused webstore

Outcomes

83% INCREASE
In revenue generated by site

40% INCREASE
In number of orders YTD

65% INCREASE
In number of logins YTD

The Challenge

Palmer-Donavin was founded in 1907 and is a wholesale distributor of residential building materials in the Midwest. They are an employee-owned company with eight different locations and 500+ employees servicing over 14 states.

With an online presence for more than 20 years, their prior eCommerce site had limitations. They had no internal process to manage the online site and customization was limited. They wanted a fresh start and began looking for solutions that would provide a platform to grow with and would easily integrate with their enterprise resource planning (ERP) system. Most importantly, they needed to provide a better customer experience to their customers.

The Solution

Palmer-Donavin needed an eCommerce platform from a partner that would support future growth and provide an easy transition for everyone. That’s when they found Second Phase, a division of Billtrust, who’s webstore solutions offered a FlexPro Webstore, Cloud LSI + Product Information Management (PIM) capabilities and remote sales management functionality, all while being mobile friendly. Palmer-Donavin then spent months cleaning up product data while working with customers to accommodate their needs from an online site.

The Results

Palmer-Donavin’s new eCommerce site is much more user friendly, providing accurate information and offering other value through chat, same-day delivery tracking and the option to toggle pricing. With Second Phase, they’ve seen an 83% increase in site generated revenue, a 65% increase in site logins and a 40% increase in the number of orders. Finally, customer requested enhancements, such as the ability to pay through automated accounts receivable (AR) solutions like Billtrust, are being easily implemented constantly.

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