Backed by a fifth-generation family-owned company, Spicers is a leading distributor of commercial print and business papers, specialty products, graphic solutions, sign & display equipment and materials, and packaging and facility supplies and equipment.
I was brought in elevate their eCommerce platform and act as the business analyst on the rebuild, and manage their e-mail marketing initiatives.
eCommerce Scope
The original scope was to find all the complexities of their tech stack, and create solutions to build the website as closely to the prototypes as possible. The main ask for the eCommerce platform was to make products more searchable through keyword search and filtering.
eCommerce Project Overview
The project was separated into phases outlined below
Project Challenges
1. Project data was improperly tabled in the ERP
In order for the advanced search and filtering to work Spicers’ product data needed to be reimagined inside of their database. This was a severe problem that required all hands on deck.
SOLUTION: We established a new data standards for product data, and cleaned up what was there.
2. Customization was not available to the level that Spicers wanted.
Spicers product offering is very visual focus and required customization from a marketing standpoint. This was unachievable under the current structure of the website.
SOLUTION: We decided to iFrame WordPress sections where they needed to be placed. Elementor was used to build the WordPress sections.
Project Work
This is a comparison of the changes to the home screen of the platform.
Email Marketing Overview
The major issue with email marketing at Spicers Canada was that there was no reporting in place. I created a digital marketing report in Looker Studio that encompassed traffic to the corporate site, traffic to the ecommerce site, email marketing analytics, and social media metrics.
Overall Spicers was significantly above benchmarks on their email marketing initiatives.