Introduction
All Heart is a leading provider of healthcare apparel, footwear, accessories, medical instruments, and various other essentials for healthcare professionals. As a one-stop shop, the company has long been committed to providing quality products that combine both functionality and style. However, with the growth of the e-commerce sector and a demand for enhanced digital experiences, All Heart recognized the need to redesign and upgrade their platform to meet evolving customer expectations.
Challenge: Bringing Together Style and Functionality
As a retailer focused on the healthcare industry, All Heart had a growing need to bring style and functionality together. Their existing platform, although functional, lacked the necessary features and user experience design to stay competitive in a rapidly evolving digital marketplace. The main challenges identified were:
User Experience (UX) and Interface Design: The existing website did not meet the modern standards for e-commerce, and users faced difficulties navigating between product pages, completing purchases, and personalizing their orders. This was especially noticeable on mobile devices where the experience was far from optimized.
Limited B2B Features: While the website served general consumers well, All Heart had a growing B2B customer base that required specialized solutions, such as custom quotes, advanced ordering options, and bulk order capabilities. The platform was not adequately supporting these specific use cases.
Compliance and Regulations: As a healthcare-focused retailer, All Heart was required to comply with a variety of standards, including ADA WCAG 2.0, CCPA, and GDPR. Their previous system did not fully meet these regulatory requirements, leaving them vulnerable to compliance risks.
Integration and Scalability: All Heart's current system was not fully integrated with other essential business processes, including order management and inventory management. They needed a more robust, scalable solution to handle everything from product handling to shipping logistics.
Objective: Redesign and Re-Platform the Experience
All Heart sought a modern, flexible, and scalable e-commerce platform that could not only improve the user experience but also enable enhanced functionality and regulatory compliance. The company was looking to streamline both the B2C and B2B customer journeys, while also bringing advanced features into the fold, such as advanced shipping options, product personalization, and custom quote capabilities.
Solution: Partnering with XCentium
To address All Heart’s unique challenges, the company partnered with XCentium, a leader in delivering Salesforce solutions. XCentium brought deep expertise in Salesforce Commerce Cloud to help re-platform All Heart’s digital presence. By leveraging Salesforce Commerce Cloud, XCentium was able to create a multi-brand, global solution capable of meeting All Heart’s specific business needs.
The solution incorporated several key elements:
Multi-Site, Multi-Brand Solution: With All Heart's diverse product offering, the solution was designed to support multiple microsites, each serving different customer segments. This allowed All Heart to cater to their B2C and B2B users through tailored digital experiences. The multi-brand functionality was particularly important for future scalability and expansion into new markets.
Salesforce Order Management Integration: To optimize order fulfillment and management, the new solution integrated seamlessly with Salesforce Order Management. This not only streamlined the order processing system but also enhanced All Heart’s ability to manage inventory, replenish stock, and fulfill orders more efficiently.
Custom Quote Tool for B2B Users: All Heart’s B2B customers required the ability to request custom quotes for bulk orders and specialized needs. A custom quote tool was developed to facilitate this process, ensuring a smooth and efficient user experience.
Enhanced Product Personalization: With features like embroidery and engraving options, All Heart provided a high degree of product customization for their customers. This personalization capability was seamlessly integrated into the platform, allowing customers to personalize products in real-time before checkout.
Compliance and Regulatory Adherence: One of the most critical aspects of the solution was ensuring that All Heart remained compliant with various standards, including the Americans with Disabilities Act (ADA) WCAG 2.0 guidelines, California Consumer Privacy Act (CCPA), and General Data Protection Regulation (GDPR). The new platform adhered to all necessary regulations, mitigating legal risks and ensuring All Heart could continue operating with confidence.
Advanced Shipping Options and Manual Overrides for B2B: All Heart’s platform needed to offer advanced shipping options, such as split shipping and dropshipping, to meet the complex logistics needs of B2B clients. The solution allowed manual overrides of rules, giving B2B customers the flexibility to meet specific shipping criteria, ensuring a tailored approach to order fulfillment.
Outcome: Elevating the User Experience
The redesigned All Heart platform resulted in significant improvements across the board. With a fresh focus on user experience and functionality, All Heart’s digital presence was not only more visually appealing but also more user-friendly and efficient.
UI/UX Improvements: Numerous UI/UX upgrades were implemented, including enhancements to the product listing page (PLP), product detail page (PDP), and shopping cart. These improvements resulted in smoother navigation and a more intuitive shopping experience, reducing friction for both B2B and B2C customers.
Faster and More Efficient Checkout Process: The implementation of a single-page checkout process allowed customers to complete their transactions more quickly and efficiently, improving conversion rates. The streamlined checkout was designed to reduce cart abandonment rates and improve customer satisfaction.
Salesforce Order Management Integration: With the new Salesforce Order Management system in place, All Heart gained improved visibility into their orders, enabling better decision-making. The system also supported complex order management scenarios, including backorders, rapid replenishment, and split shipments, all of which helped ensure timely and accurate deliveries.
Personalization Features: The ability to offer customized products (e.g., embroidered scrubs or engraved medical instruments) provided All Heart with a competitive edge in the marketplace. Customers were able to personalize their purchases, increasing satisfaction and driving sales.
Compliance and Trust: By ensuring full compliance with ADA WCAG 2.0, CCPA, and GDPR, All Heart built trust with their customers, particularly those in regulated healthcare environments, where compliance is paramount.
B2B Features and Special Handling: The advanced features for B2B users, including the ability to customize orders, request quotes, and manage shipping logistics, greatly improved the overall experience for business clients. Manual rule overrides and special product handling capabilities further enhanced B2B flexibility.
Key Features of the New Platform
Advanced Shipping Options: Multiple shipping methods, including split shipping, dropshipping, and rapid replenishment.
Customer Service Functions: Integrated customer service tools that support queries, returns, and exchanges.
Special Product Handling: Support for custom product handling such as embroidery, engraving, and bulk orders.
Split Shipping and Manual Overrides: Tools to manage complex B2B shipping scenarios and override shipping rules as needed.
Personalized Purchases: Capabilities for customers to personalize products with embroidery and engraving.
Compliance with Legal Standards: Full adherence to ADA WCAG 2.0, CCPA, and GDPR regulations.
Conclusion
The partnership between All Heart and XCentium resulted in a transformative digital solution that addressed the company’s specific challenges and future-proofed their e-commerce platform. By leveraging Salesforce Commerce Cloud, the redesigned platform not only improved the overall user experience but also provided All Heart with the tools needed to better serve both B2C and B2B customers. With enhanced functionality, improved compliance, and a streamlined order management system, All Heart is now positioned for continued growth in the highly competitive healthcare retail sector.
