Wovenbyrd Expands into New Markets on BigCommerce

SOLUTION

Human Marketing uses BigCommerce to create a clear path into the DTC space.

After identifying the key features of Wovenbyrd’s new site and deciding on BigCommerce, Human Marketing set to work creating the foundation that would help elevate Wovenbyrd’s ecommerce potential. 

Building a trustworthy branded ecommerce site. 

In building Wovenbyrd’s new website, Human Marketing wanted to do two things that the previous build didn’t: establish trust in the young brand, and create a seamless path to purchase for customers. 

“If our customers knew us, they knew us through Target or Amazon. Our products weren’t even branded on Wayfair. So if someone was coming to our website, they were almost seeing us for the first time,” Baucum explained. 

“We have a few of our own tools that we used during the build process to add new functionality to the BigCommerce page builder and make it easier to update a site or create custom pages,” Williams said. Most important of those tools is the Atomic Widget app. 

Human Marketing created this app in order to easily iterate on their clients’ sites without involving development or design teams in the process, making updates quick, simple, and efficient. The app is available for download on the BigCommerce marketplace here. 

“We used this tool to add some really simple elements throughout the site that did a lot to elevate the brand,” Williams explained. “We added reviews to a number of locations, like the homepage and product pages, to build trust. We also added some icons and copy at specific points to reinforce some of the essentials when it comes to DTC ecommerce, like free shipping and premium quality. It was a lot of little things that really added up to create an established, trustworthy look and feel to the site.” 

Leveraging advanced B2B functionality.

In addition to expanding Wovenbyrd’s DTC journey, Human Marketing was able to create a separate experience for B2B sales on the site. 

“I knew that adding this kind of B2B functionality would really elevate the brand,” said Baucum. “It shows that we’re more than just a simple DTC business, but that we have this enhanced capability that opens us up to a whole other world of customers and opportunities.” 

Through a portal, business buyers can log into Wovenbyrd Trade and receive custom pricing and discounts, access to exclusive products, and personalized shipping options. They also enlisted B2B Edition, BigCommerce’s specialized B2B solution, to add even more functionality to the site as the trade section of the business grows. 

“With B2B Edition, we were able to get custom price lists, payment terms and methods, the quick reorder pad; just some really important features and functions that we knew would be necessary for this area of the business to truly succeed,” Williams explained. “Our roadmap for the site has a lot of this B2B functionality on it as a core part of the business to grow alongside the DTC component.” 

Efficiently managing omnichannel integrations. 

While Wovenbyrd looks to increase its DTC business and begins to create its own space for sales, they still view marketplaces and other channels as valuable sources of traffic and revenue. 

To improve inventory management and avoid redundancies in their tech stack, Wovenbyrd manages their integrations with marketplaces like Target (first-party) and Wayfair using Pipe17, a fully-automated omnichannel stream manager that integrates with the BigCommerce back-end. This allows them to sell on multiple platforms without having to manage multiple inventories, shipping configurations, and more.