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Marmon Link

Beyond a Website to Transformative Experiences

Marmon Link

Beyond a Website to Transformative Experiences

Launched eCommerce in January 2016

Launched original eCommerce solution featuring more than 250,000 SKUs

Immediate increase in web traffic and page views

A New Name and a Sharpened Focus on Customers

They’ve got a new name but they’re just as focused (if not more) on their customers as they were when they were founded as 3Wire in 2001.

Marmon Link is an industry leading foodservice and beverage replacement parts distributor. They’re committed to providing the highest quality products and services to food and beverage customers coast-to-coast.

Marmon Link offers the single biggest selection of replacement parts, technical support and customer service – for Marmon-branded equipment, supporting industry leading brands such as Cornelius, Prince Castle and Silver King.

The company’s genuine Marmon-branded OEM parts go through vigorous testing and extensive quality assurance. The team is highly efficient and works to ensure the highest customer satisfaction.

Rising Up to the Challenge and Beating the Competition

One of the biggest challenges in the food and beverage industry is that it‘s difficult to anticipate order needs. While other industries have predictive models for replacement needs, Marmon Link customers do not always know when they will need parts for their equipment.

When the need arises, the need is immediate. That means suppliers like Marmon Link must have the inventory available and have the ability to deliver parts as soon as humanly possible.

In order to keep up with competition and meet customers’ immediate needs for replacement parts, Marmon Link knew they had to completely transform the buying experience. They needed to build a distinct digital advantage over their competition or they’d lose customers.

A Marketing-Led Charge

Marmon Link concluded they needed a complete revamp of their user experience to keep up. Where to turn? Website, eCommerce and integration projects are often led by IT professionals or c-suite leaders. However, a different player stepped up to the plate for Marmon Link. We’re seeing more and more eCommerce projects being led by strong marketing leaders, and Jennie Stenback, VP Marketing and eCommerce at Marmon Link was just the person for the job.

From the beginning, Stenback knew that this went far beyond a website. She called it a transformational initiative; allowing for the unique complexities inherent in B2B environments. And she knew it would require an entire company shift, not just a website.

“Referring to these changes as just a website oversimplifies the process. This modernization included simplification exercises, changes in processes and policies, new freight programming, and simplified pricing models. It required an entire company shift and was a team effort on all fronts,” said Stenback.

First Steps to Digital Transformation

The base eCommerce platform Marmon Link originally had in place was rigid and not customizable. Even more challenging, the original platform was blind to search engines on the most critical elements of parts inventory. Marmon Link needed a technology that could scale and grow with the business and enabled them to build an enhanced and modern user experience – allowing for the unique complexities of B2B.

In an article published by Stenback, she illustrated Marmon Link’s digital transformation journey and shared some lessons learned about the process of finding and investing in the right platform, implementing eCommerce across the organization and monitoring and measuring success..

Here are some of the key insights she shared about finding the right platform:

First, it starts with knowing your customers’ expectations and preferences. It’s important that you understand the complex buying processes your customers go through. In order to understand where you need to go, you need to identify where you are starting. Then, you need to make decisions based on data and assessment.

According to Stenback, implementing eCommerce isn’t just one person’s role. You must have buy-in across the organization and with your customers. Cross-functional team development is critical. In Marmon Link’s case, key players in eCommerce included marketing, project management, IT, ERP strategists, business analysts, customer care, finance, logistics and sales. You have to get your frontline sales representatives and Customer Service Representatives (CSRs) on board to help interpret what your customers demand from their buying journeys.

Speaking of customers, Stenback suggests that you should consistently ask your customers for their opinions. For example, companies should get input directly from them to understand what they can do better.

“If you view this as just a website, the result will just be a website,” said Stenback. Implementing eCommerce meant reconfiguring nearly every aspect of their complex systems and gaining buy-in across the organization. It was never just a website project. After preparing the company for major changes, it was time to define eCommerce requirements, research platforms and check references.

The Big Decision

The Marmon Link team needed to find a solution that could service both businesses and individual customers. They needed a platform that had out-of-the-box functionality and considerable customizability. Further, the platform needed to marry a B2B purchasing environment with a B2C-type frontend that enhanced the customer experience.

Marmon Link chose Insite because of the flexibility and robustness. Insite worked alongside the Marmon Link team to customize requirements for a winning solution.

“Insite was patient, innovative and engaging throughout the whole process. The platform is incredibly robust and the team is very knowledgeable,” Stenback said about the decision. “The Insite platform allows for scalability as we evolve our offering for our key customers. We can easily and elegantly make changes,” she continued.

Transformational Results

After implementing InsiteCommerce, Marmon Link made immediate progress toward ROI. They’re converting more users, gaining new customers and are a force to be reckoned with in the marketplace.

Marmon Link has seen significant increases across the board, including seeing an increase in page views and unique visitors.

“Our early website success felt effortless. The website looks great and functions smoothly. Our customer experience is vastly improved. It’s a night and day difference.”

– Jennie Stenback, VP Marketing and eCommerce

“Our early website success felt effortless. The website looks great and functions smoothly. Our customer experience is vastly improved. It’s a night and day difference.”

– Jennie Stenback, VP Marketing and eCommerce

“Our early website success felt effortless. The website looks great and functions smoothly. Our customer experience is vastly improved. It’s a night and day difference.”

– Jennie Stenback, VP Marketing and eCommerce

What’s Next?

Insite is dedicated and focused on making continuous innovations and improvements to the platform to ensure Marmon Link continues to see success with eCommerce. Insite rolls out frequent updates to solve issues and strengthen functionality.

“I could not be more pleased with the outcome. We value Insite’s partnership and look forward to continue making waves in our industry,” said Stenback.

In Stenback’s article, she shared a final tip for marketers leading the charge that we couldn’t agree with more:

“From a marketing perspective, this evolution has opened new opportunities to build our brand awareness, channel-focus and drive market-share growth and gain. In other words – a marketer’s dream project. As a marketer, don’t fear transformational change in a digital world. Embrace it and lead through it.”

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