Cloud-Based E-Commerce System Helps South Cypress Floors Increase Sales and Improve Customer Service
PROBLEM: South Cypress Floors, a cross-channel retailer, wholesaler and distributor of flooring products, sought to increase its online sales so it could survive and thrive in an industry with fierce competition and thin margins.
SOLUTION: The company turned to a customizable, cloud-based e-commerce system.
RESULTS: Since implementing a new e-commerce platform in 2007, South Cypress Floors has seen an eightfold growth in revenue while employing just three dedicated sales professionals.
South Cypress Floors, a Birmingham, Ala.-based cross-channel retailer, wholesaler and distributor of flooring products with an emphasis on specialized tiles, realized several years ago that it needed to upgrade its e-commerce platform so that its founders could focus on strategic goals instead of day-to-day operations.
"We were working with more than 70 manufacturers at the time, and all of our back-office operations were located on my computer," says Matt Dyar, chief technology officer of South Cypress Floors. "As you can imagine, sharing information with staff at other locations was challenging."
What's more, "our systems lacked automation and detailed support for the flooring industry's specific needs, resulting in paper-bound processes and many delays," Dyar adds. "Simply put, the systems we were using were becoming unsustainable."
In 2007, Dyar began searching for an e-commerce solutions provider, ultimately choosing NetSuite for the following reasons:
- its e-commerce solution was highly customized, meaning it could meet the unique unit sizing requirements of the flooring industry, such as square foot vs. linear foot sales;
- its centralized records and unified database could enable employees to seamlessly interact with prospects at any point along the long purchase sales cycle;
- its product management capabilities would allow SouthCypress.com to quickly and easily update information on thousands of products; and
- its analytics and reporting function would help South Cypress Floors to maximize return on inexpensive keyword search terms.
The decision was the right one, according to Dyar. For starters, because of its work with NetSuite, South Cypress Floors has seen an eightfold growth in revenue from 2007 to 2011 with just three dedicated sales professionals. NetSuite's solution has also enabled the flooring retailer to shift half of all of its transactions to the web, moving it closer to its goal of becoming a truly paperless office.