ATOM Ecommerce Store 2018 | Case Study

At ATOM we are a leading national industrial hardware and safety equipment supplier with over 40 years’ experience providing expert knowledge and assistance to the Mining & Civil, Oil & Gas, Government, Electrical, Maintenance Repair & Operations, Commercial, Construction, Infrastructure & Engineering industries.

After a period of rapid business growth, including securing a large number of new major customers, the need for a strong, full-service eCommerce offering increased.

Throughout 2017 we built up our digital fluency and service offering. We now service customers on a range of channels including, EDI (Electronic Data Interchange), Punchout Catalogues, SAP Ariba and many more). Our vision for 2018 is to allow our customers to “shop their way”, so whether that’s in one of our national industrial & safety walk-through warehouses, over the phone, through our customers’ own ERP or eProcurement systems, or on our hugely popular eCommerce store – we will activate that preferred method for each of our customers.

ATOM’s Ecommerce Website

ATOM’s eCommerce team, quickly identified the need for an easy to use, highly personalised eCommerce website. A range of eCommerce platforms were scoped, and the agreed platform was developed and ready to use within 6 weeks. ATOM eCommerce website integrates very closely with ATOM’s ERP system Micronet, offering ATOM’s customers a range of industry leading features:

  • Search and browse within either your custom catalogue or the full ATOM range.

  • Complete product range at your fingertips, with product information and imagery.

  • See your contract price on all products.

  • Shop online and pay on your Trading Account or via Credit Card.

  • Export orders to excel or PDF.

  • View and print invoices.

  • See backorders and backorder status.

  • Quick Add - Efficiently add products to an order, via SKU code or with excel upload.

  • Quick Reordering - Use templates and historical orders to quickly fill your cart.

  • Create an easily accessible list of your favourites for quick ordering.

  • Easier enquiries - Ask questions directly on products.

  • Prepare and save orders for later.

  • Online Champions - Any questions can be helped by our team of online experts in your local branch.

  • Purchasing workflow - Multiple users can interact with an order, allowing for PO approvals.

ATOM’s Ecommerce Website – Results

In the platforms’ first year of trade (FY18), it has serviced over 2,100 ATOM customers, and driven over 5,000 transactions into the business. On an average month 1 out of every 3 ATOM customers uses the website frequently. We have received a variety of great customer feedback, but also know from the metric of repeat purchase rate of over 20x, that our customers are finding the website easy to use and continue to come back and shop via the website.

ATOM’s Ecommerce Website – Customer Benefits

Feedback we have captured from our customers is as follows:

  • Using the website allows me to save time by shopping online.

  • Save money through browsing the full catalogue and finding the best price.

  • The website is a highly personalised shopping portal – has all my information in the one place.

  • I can check stock and pricing without picking up the phone.

  • It’s a one-stop-shop, see order history, backorders, and pay invoices from the one website.

  • Convenient, shop online and collect in-store very quickly.

  • Save time on repeat orders using the “re-order” feature.

  • Still allows for the human element, I have an Online Champion in the branch who can help me if I get stuck.

  • Business Purchasing Workflow, Authorising and Purchasing orders is really efficient.

Here at ATOM we are very excited for the future of B2B Ecommerce and plan to continue building it into the forefront of all our efforts. We are dedicated to helping customers shop the way they want to shop across EDI, eCatalogue, SAP Ariba and our Ecommerce site.

Try ATOM's online store for yourself or organise a call from an ATOM online champion to get started.

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ATOM acknowledge the traditional custodians of the lands in which we operate in Australia. We recognise their continuing connection to land, waters and community. We pay our respects to them, their cultures; and to elders both past, present and emerging.