Hardware & Appliances
How Construction Fasteners & Tools Boosted Mobile Commerce Revenue +550%
A webstore for construction workers on the go needed a mobile friendly website.
In 1979, four friends in Calgary started a small business supplying tools to the construction industry. Over the last four decades, Construction Fasteners & Tools has become one of Canada’s leading locally-owned suppliers for industrial, construction, manufacturing, and maintenance applications—with 15 locations. The secret to their success was the strong relationships the four founders had with local builders and suppliers. Today, the company’s top priority is still to provide every customer with the best omnichannel experience–in store and online.
When they needed to upgrade their webstore, Construction Fasteners & Tools had very clear ideas about the features and functionality they needed. They knew their contractors work remotely from project sites, and when a piece of equipment breaks or they’re missing the right part, they need to order using their mobile smartphones. A mobile friendly website with a responsive design was essential.
The company had outgrown its Wordpress site, and with an expanding catalog size, ERP integration was becoming a challenge. The team decided it was time for the eCommerce site to “grow up.” Anyone in the construction industry knows that due diligence is paramount, so Construction Fasteners & Tools focused on two vendors and visited their user conferences to learn more. It was the level of professionalism, depth of content, and the vast community on show at the Imagine conference that made the decision easy.
Heading into Imagine 2016, we weren’t sure which direction to go. After the conference, it was very clear. We were going with Magento.Mike Gartner
eCommerce Manager, Construction Fasteners & Tools
Mobile Commerce? Magento provided the right tools for the job.
The website upgrade was a major strategic shift for the company. So important was the project that the President of the company moved his office to be near his web team. The goal was to re-tool the business with mobile commerce at the center. Magento provided the right tools out-of-the-box and the flexibility that allowed Construction Fasteners & Tools to customize the perfect solution for their mobile commerce store. Together with the Magento Solution Partner, Le Site, they focused on developing a mobile friendly and responsive website with exceptional search capabilities. They created a site that easily integrated with their other critical business systems, like SAP.
The combination of B2B2C features was critically important in delivering a positive customer experience. Construction Fasteners & Tools can now enable pricing by customer groups, and can enable purchase orders for certain groups too. A custom brand module allows visitors to click on a brand and go directly to an SEO friendly landing page with a unique URL, an idea inspired by retail shopping sites.
A solid foundation built for growth and mobile commerce.
The new mobile commerce site automatically resizes brand images on the fly to improve page load times and usability for mobile users. Additional filter capabilities allow the team to customize category pages to simplify search results. For example, if a customer searches for a cordless drill, they will highlight the brand because that is important to the purchase decision. But when searching for screws or nails, they focus more on product specifications like diameter, length, and price.
Using the Magento APIs, the team developed a connector for ERP integration with SAP Business One. The integration now delivers real-time updates of product, customer group data, prices, and orders to SAP.
With a growing product catalog of over 25,000 SKUs, Construction Fasteners & Tools has the right platform to scale with their growth, and build a successful eCommerce business. The shift to a B2B-focused model with strong mobile commerce capabilities had a positive impact on the business: Customers are re-ordering, buying more, and spending more time on the site. The results speak for themselves: mobile revenue increased by a staggering 550 percent.