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American Paper & Twine Co. Logo

B2B eCommerce Website

American Paper & Twine Co. Logo

B2B eCommerce Website

Overview

American Paper & Twine Company (APT) is a wholesale supplier and distributor of janitorial, packaging, disposable food service, safety and office products. With more than 50 sales professionals and 30 customer service representatives that cover its distribution network, APT prides itself on delivering a level of service that has been faithfully passed down generation to generation. APT serves Southeastern U.S. with its corporate office headquartered in Nashville, Tennessee.

Challenge

APT is a growing business with big goals and has increased their sales by steadily adding distribution facilities in various locations, including Chattanooga, Memphis, Little Rock and Knoxville. The challenge was this: They needed to compete with online “Big Box” retailers with an updated eCommerce solution. APT was using a less efficient ERP eCommerce solution with outdated functionality that was limiting their growth.

With the increase in business, APT needed to offer their customers an online purchasing experience that provided a higher level of B2B functionality, such as budgeting, order approvals, and shopping list management. To get this functionality, APT knew they needed a technology partner who was current on the latest technology and who could offer them eCommerce best practices for their wholesale distribution business and also look professional.

Solution

“Our customers were comparing us to the ‘Big Box Stores’, expecting a high level of functionality for the ordering and delivery of our products and services,” said Karen Shaffer, Vice President at APT. “We wanted to partner with an eCommerce provider we trusted that was also technologically savvy. We chose the InsiteCommerce solution.”

The investment with InsiteCommerce made perfect sense. Operating a rapidly growing business, APT’s website now provides:

  • Tools allowing customers to manage their procurement process
  • Real-time pricing capability to keep on top of constantly changing inventory
  • Detailed product information for 80,000 SKU’s

Results

APT has seen positive results since implementing the InsiteCommerce platform. With the new eCommerce website, they decreased the number of customer service calls, which in turn has increased their capacity for more value-add customer assistance. The good news for APT is business is booming and partnering with InsiteCommerce helped them ease their technology growing pains.

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