Orchestrating an Online Revolution: Tiger Feet’s Journey to B2B Success with Symphony Commerce

THE CLIENT

Tiger Feet

Tiger Feet, formerly BGC Wholesale, is a leading wholesaler for all things greeting, party, gifts, stationery, and events. Operating from nine warehouses across the UK and Ireland, Tiger Feet offers an extensive selection of over 50,000 products to its B2B customer base. 

However, as their business grew, they faced mounting challenges with their previous ecommerce platform, Sana Commerce. In August 2024, Tiger Feet transitioned to Symphony Commerce to enhance their online operations, improve efficiency, and better serve their customers.

Challenges

• Customer Onboarding Issues: A cumbersome process for new customers to create accounts and start purchasing hindered conversions.
• Low Conversion Rates: Poor site performance and usability discouraged visitors from completing purchases.
• Slow Site Load Speeds: Performance issues negatively impacted the user experience and customer retention.
• Costly and Time-Consuming Changes: Updating the website required expensive developer input, limiting responsiveness to business needs and seasonal marketing opportunities.
• Backend Interface: The Sana Commerce backend was complex and inefficient for managing and editing a vast catalogue of over 50,000 products.

Solutions

• Enhanced B2B Features: A seamless process for new customers to register and begin shopping, integrated with Tiger Feet’s customer approval workflows. New customers are automatically assigned to the appropriate pricing tier, ensuring a tailored experience.
• User-Friendly Design Tools: Self-service design capabilities enabled Tiger Feet to make quick and cost-effective changes without relying on developers.
• Improved Performance: Optimised website load speeds ensured a smoother browsing experience for customers.
• Intuitive Backend Experience: A simplified interface made managing and editing the extensive product catalogue more efficient.
• Seamless Integration: A robust integration with Microsoft Navision synced product, stock, and price data while enabling two-way syncing for orders and customer information, streamlining operations.

Outcomes

• Greater control over website management, enabling quick adjustments to align with business priorities.
• Improved efficiency and reduced costs by eliminating reliance on developers for routine updates.
• Enhanced customer experience, with a smoother onboarding process and tailored pricing tiers driving engagement.