Wholesale Accessory Market increases revenue 33% on new e-commerce site

The multichannel marketplace implemented the e-commerce software technology and redesigned its web site to grow traffic and revenue.

Madeline C. Andre

Wholesale Accessory Market Inc., a wholesaler and retailer of casual apparel, accessories and jewelry, is reporting double-digit percentage increases in revenue growth and web traffic since deploying new web-based business software and redesigning its e-commerce site last year.

The company, also known as eWAM, sells through an e-commerce site that caters to consumers as well as to business customers who log on to see wholesale prices, plus a single bricks-and-mortar store and a contact center at its base in Hueytown, AL. Until it deployed a new Internet- or cloud-based business software suite in February 2013 from GoECart, however, eWAM had relied on a legacy software system that made it difficult to manage inventory and customer data across its selling channels, says Steven Roper, eWAM’s founder and CEO.

“Anything we wanted to change on our previous platform was an upgrade, and it always took very long," he says.

But with the deployment of the GoECart 360 software suite, including applications for managing inventory, customer records and orders received online as well as through its store and contact center, eWAM is reporting several improvements. Productivity in processing orders is up 50%, while the number of errors in data entry and order fulfillment is down by 20%.

EWAM also worked with GoECart last year to redesign its e-commerce site, improving its branding and making its web pages easier to shop, Roper says. The redesign has resulted in a 20% increase in the number of page views per visit compared with the old design, while the number of orders completed online through self-service increased 20%, he adds.

Overall revenue rose 33% year over year in the year following eWAM’s February 2013 deployment of new business software and its site redesign, the company says. The privately held, family-owned business doesn’t report full financial figures.

GoECart’s built-in order management system enables the merchant to more effectively manage sales orders, provide discounts and adjustments as needed, and receive and process purchase orders and returns, Roper says. In addition, the integrated customer history module in the GoECart software suite provides a contact database to record customer details and preferences, allowing eWAM to better serve their new and existing customers, he adds.

 “We needed a robust and tightly integrated ecommerce and order management system to support our growth across all the sales channels and to better compete against much larger companies, while remaining true to our ideals,” Roper says..

The web site redesign launched alongside GoECart 360 implementation ramped up page views as well.

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