HydroGarden is one of the leading wholesale companies in the UK, wholesaling, manufacturing and distributing hydroponic products since 1996. The company focuses exclusively on B2B, supplying products and services to commercial clients.
When HydroGarden decided to select a new ERP system to improve functionality and reliability, they also used the opportunity to invest in an efficient and future-proof e-commerce solution.
More efficient order processing
HydroGarden has always believed in e-commerce. Their clients were also enthusiastic, but poor website performance deterred them from ordering online.
The company previously worked with an e-commerce system developed by the same company responsible for their original ERP system. However, orders could take up to 30 minutes to process. HydroGarden wanted a new e-commerce solution to provide a faster, easier online shopping experience that would assist clients buying through the web store.
Integrated e-Commerce for Dynamics NAV
HydroGarden selected Microsoft Dynamics NAV as its new ERP and started the search for an integrated e-commerce platform. The company had always known that e-commerce was essential for its business, and the integration issues with its previous solution made it clear that they needed an e-commerce solution that integrated with Dynamics NAV.
Immediate order processing
HydroGarden learned about Sana Commerce during a NAV/Sana event for customers. As they evaluated potential NAV partners, HydroGarden were advised that Sana was a widely recommended e-commerce solution in the market.
After selecting their NAV partner, HydroGarden decided that Sana was the integrated e-commerce solution best placed to meet their requirements. The company had originally considered a bespoke solution. However, product demonstrations made it clear that the scope of the Sana standard solution would meet their current requirements. A key advantage with Sana Commerce would be that orders would be processed directly, instead of taking up to 30 minutes.
Over £1million in revenue
Since the launch of HydroGarden’s Sana Commerce web store, online orders have increased. The web store generates approximately £250,000 revenue per month and achieved £1 million in revenue in under 5 months.
HydroGarden have seen website order values significantly increase by 58% in just one year (YTD vs. the same period in 2016) in addition to a 31% increase in order volumes for the same period.
More time for new business
One of HydroGarden’s key objectives is to encourage existing clients to use the web store. 85% of customers still place orders by phone, but switching to the web store offers benefits to both them and HydroGarden.
Many clients were waiting until Monday to place orders, even though this is no longer necessary with an integrated e-commerce solution. “With Sana Commerce customers can order during the weekend as well,” says David McFall, IT Manager at HydroGarden. This grants clients more freedom to buy when it suits them, while saving time for the company’s inside sales team, who are now a lot less reliant on the phone.
More time for clients
It’s not just clients who benefit from the Sana web store. It’s much easier for the arketing team to work with product data and images in conjunction with the ERP. They save time, and no longer have to deal with duplicate content and potential errors. This allows them to concentrate on potential crosssales opportunities and personalising messages for existing client accounts.
Meanwhile, the inside sales team now receive fewer telephone order queries thanks to the accuracy of product data. This provides more time for the sales team to nurture existing customer accounts, increase sales and improve existing business opportunities.
International business opportunities
The UK remains the main source of HydroGarden’s sales, but an increasing percentage of revenue is coming from mainland Europe and the Rest of the World. The web store allows clients to place orders whenever they want, regardless of time zone, allowing 24/7 supply of products around the world.