Salt Water Connection's Retail Webstore Integration with Infusion

Website: www.saltwaterconnection.co.nz
Software: Infusion
Business Type: Retail

Company Overview:

Salt Water Tackle, a 100% New Zealand-owned and operated enterprise, has established itself as a premier destination for fishing and scuba enthusiasts in Whangarei, New Zealand. Founded 14 years ago by George and Sharon Culley, the business has evolved from its humble origins in a garage to a thriving retail operation featuring a 600 sq m warehouse and two off-site storage facilities. This growth enables Salt Water Tackle to maintain an extensive inventory tailored to the diverse needs of its customers.

Renowned for its comprehensive range of saltwater fishing tackle—including rods, reels, bait, and ice—Salt Water Tackle also offers a wide selection of scuba and snorkelling gear. Their commitment to quality is reflected in their in-house services, which include reel and rod servicing, scuba tank testing, air fills, and regulator servicing. With over 35 years of combined industry experience, the dedicated team ensures that every product meets the highest standards.

Engaging with their community is a core value for Salt Water Tackle. For the past nine years, they have run an annual prize draw, giving away a boat or vehicle to one lucky customer. This year’s winner, Tom Kalis, is a loyal customer, illustrating the strong community ties fostered by the business.

Challenges

Despite its impressive growth, Salt Water Tackle faced several challenges that limited its potential:

1. Inefficient Stock Management: As the company expanded, managing stock across multiple warehouses became increasingly complex. They required an integrated stock management solution that provided real-time inventory visibility within their Infusion system.
2. High Cart Abandonment Rates: Salt Water experienced a concerning trend of cart abandonment, with many customers leaving the website without completing purchases. This trend not only hurt sales but also made it difficult to identify and re-engage these potential customers, resulting in lost revenue.
3. Limited Marketing Engagement: With an increasing online presence, Salt Water recognised the need to enhance marketing efforts to attract and retain customers. However, their existing systems lacked the necessary tools for effective follow-up communications and customer relationship management.

Solution

To tackle these challenges, Salt Water partnered with Web Ninja, which offered a suite of tailored solutions aimed at improving operational efficiency and customer engagement:

1. Advanced Stock Management Module: Web Ninja’s stock management module provided Salt Water with real-time inventory visibility by accurately factoring in sales and purchase orders in their Infusion system. The system calculates available stock using the formula (on hand – committed stock + incoming stock), ensuring customers receive up-to-date information. Additionally, Salt Water can configure stock information sourcing from specific warehouses, offering enhanced flexibility.
2. Abandoned Cart Recovery System: The implementation of the Abandoned Cart module revolutionised customer engagement for Salt Water. This feature captures valuable customer data for those who abandon their carts, enabling targeted follow-up communications. Automated emails can now be sent at various intervals—2, 4, or 24 hours, and even up to 14 days post-abandonment—reminding customers of their potential purchases and encouraging them to complete their transactions.
3. Integration with Laybuy: Understanding the importance of flexible payment options, Salt Water integrated Laybuy into their eCommerce platform. This buy-now-pay-later solution offers customers a viable alternative to traditional payment methods, easing the financial burden of larger purchases. This integration has the potential to boost conversion rates by reducing transaction barriers.
4. Dynamic Homepage Gallery: To elevate the online shopping experience, Salt Water requested a visually appealing scrolling gallery on its homepage. This feature highlights featured products, enhancing visibility for new and popular items. Using the Web Ninja content management system, Salt Water can easily manage and update the gallery, ensuring it reflects current promotions and inventory.

Results

The integration of Web Ninja's solutions has significantly transformed Salt Water Tackle’s operations and customer engagement:

1. Improved Stock Visibility: The advanced stock management system has streamlined inventory processes, allowing Salt Water to provide accurate stock information. This transparency reduces customer frustration and enhances the overall shopping experience.
2. Increased Sales Through Cart Recovery: The abandoned cart recovery system has markedly decreased cart abandonment rates. By re-engaging customers with targeted follow-up emails, Salt Water has seen a rise in completed transactions, positively impacting overall sales.
3. Enhanced Customer Satisfaction: The integration of Laybuy has introduced flexible payment options, boosting customer satisfaction. Coupled with the dynamic homepage gallery, the online shopping experience has become more engaging and user-friendly.
4. Strengthened Brand Loyalty: Consistent customer engagement through valuable content and promotions has fortified Salt Water's relationships with its customer base. The annual prize draw not only incentivises purchases but also nurtures a sense of community among customers, further enhancing brand loyalty.
5. Operational Efficiency: Overall, the solutions provided by Web Ninja have improved Salt Water's operational efficiency. Streamlined processes and better inventory management allow the company to focus on enhancing customer service and expanding product offerings.

Conclusion

Salt Water Tackle has effectively navigated the complexities of retail growth in a competitive market by leveraging innovative technology solutions from Web Ninja. The implementation of advanced stock management, abandoned cart recovery, flexible payment options, and enhanced website features has revitalised their operations and customer engagement strategies. As Salt Water continues to expand, these improvements will ensure its position as a leading provider of fishing tackle and scuba equipment in New Zealand.