eCommerce Redux: Great Northern Corporation Leverages Voice of the Customer to Bolster B2B eCommerce Success

Leveraging customer feedback, analytics and a flexible B2B eCommerce platform, enhanced functionality continues to further company's market dominance

Minneapolis, June 25, 2013Insite Software, a leading provider of B2B eCommerce platforms and shipping solutions with more than 950 customers worldwide, today congratulates customer Great Northern Corporation on its successful re-launch of, the industry's pioneering B2B eCommerce site for the custom corrugated packaging industry.

Launched in 2007 and powered by Insite Software's InsiteCommerce eCommerce platform, was the first site to offer real-time quoting capability on custom box orders capitalizing on a customer service opportunity where the industry was notoriously lacking. Leveraging the InsiteCommerce platform, Great Northern was able to translate all the highly specialized business rules and workflows associated with creating a custom corrugated package to its online offering, improving its customer reach, realizing a 25 percent average annual online growth over the first five years, and landing a number of significant, national-branded accounts.

The re-launch of builds upon customer feedback and analytics gained throughout the first years of operation. Enhancements include the integration of the InsiteCommere calculator function, which enables customers to gain the estimated shipping cost of their order without leaving the order page.

Additionally, after analytics showed that 85 percent of the orders were from first-time buyers, Great Northern introduced new educational content designed to help educate and inform to assist with purchasing decisions. Content included an industry blog, images of custom boxes produced for other customers, and other information designed to help customers better understand the different types of products available to meet their needs.

The new enhancements to the site have improved the number of pages per visit and visit duration substantially, leading to an increase in conversion rates.

"Customer service is a cornerstone of our business so it was very important for us to deploy an eCommerce platform that enabled us to ensure the needs of every visitor to were met," said Matt Ruggle, marketing manager, Great Northern Corporation. "The integration and flexibility of InsiteCommerce combined with our dedication to customer service has provided the tools we need to enhance the customer experience with each click, resulting in increased sales."

"Our InsiteCommerce platform enables companies such as to quickly enter the growing B2B eCommerce market with a more robust online sales tool that meets the needs of customers today, and is flexible to support new features as the site evolves," said Alan Littman, vice president of marketing and strategic accounts, Insite Software. "This 'land and expand' strategy allowed to address an immediate market need with online sales, while laying the foundation to enhance its site over time with new features that keep Great Northern one step ahead of the competition."

About Insite Software

Insite Software is a leading provider of B2B and B2C ecommerce platforms and shipping solutions, serving more than 950 customers, design agencies and .NET development firms across the globe. Headquartered in Minneapolis, Minn., Insite Software's solutions are used by leading manufacturers and distributors to sell and distribute their products to dealers, franchisers, stores, contractors, consumers and others. Insite offers ecommerce solutions for companies at all stages of adoption and addresses the unique needs of B2B and B2C sites. InsiteCommerce's ecommerce development platform offers .NET and other development firms an advanced toolkit to become self-sufficient and deliver more ecommerce projects in a short period time. InsiteCommerce is fully integrated with a wide range of cloud platforms, CMS, CRM, and ERP providers including Epicor, Infor, Microsoft, Sage, SAP, Sitecore, and Windows Azure. Visit us at, or via phone at 866.746.0377.