Custom Utes

Website: customutes.co.nz
Software: MYOB Exo
Business Type: B2B and B2C

Company Overview:

Custom Utes New Zealand is a fully owned and operated local business, specialising in distributing high-quality utility accessories across New Zealand. Based in Auckland, they serve customers nationwide, providing a wide range of products to meet various utility accessory needs.

They represent renowned brands such as Aeroklas, HSP, Rhino Rack, Weathertech, and UnderCover, offering an extensive product selection including ute canopies, electric roll tops, hard lids, roof racks, nudge bars, central locking tailgate kits, bed liners, and more.

Challenges:

Custom Utes faced several business challenges, including:

1. B2B and B2C Integration with MYOB Exo:
   They required a website capable of managing B2B and B2C sales with seamless integration to their MYOB Exo accounting software. As their products are vehicle-specific, they needed a robust filtering system allowing customers to search by vehicle make and model—information already stored in MYOB Exo.
2. Customer Abandonment Visibility:
   Previously, customers abandoned carts without leaving identifying information, making follow-up impossible.
3. Mailchimp Integration:
   They needed seamless integration with Mailchimp to streamline marketing efforts to avoid duplication when managing customer data.
4. Freight Calculation for Bulky Items:
   Many of their products were too large for standard shipping calculations at checkout, requiring a custom freight quote after order placement.

Solution:

Web Ninja delivered a comprehensive solution addressing each of these pain points:

1. B2B/B2C Sync with MYOB Exo:
   Web Ninja’s platform was integrated with MYOB Exo to manage B2B and B2C operations. Wholesale customers log in to view customised pricing and account information, while retail customers can make purchases as guests and see only retail pricing.
2. Abandoned Cart Recovery:
   The Web Ninja abandoned cart module was implemented, allowing Custom Utes to send automated reminders at intervals (e.g., 2 hours, 24 hours, 7 days) after a cart is abandoned. This feature encourages customers to return and complete their purchase.
3. Mailchimp Integration:
   Web Ninja’s seamless integration with Mailchimp ensures that customer data flows directly from the website into Mailchimp. This eliminates data duplication and allows Custom Utes to run targeted marketing campaigns efficiently.
4. Make and Model Search Module:
   Web Ninja developed a multi-tiered filtering system to meet the need for vehicle-specific searches. Customers can search for products by selecting the make, model, and other vehicle-specific attributes, with each selection refining the options in the following dropdown.
5. Freight Management for Bulky Items:
   Web Ninja flagged bulky items in MYOB Exo, automatically excluding them from shipping calculations during checkout. After order placement, Custom Utes discusses freight costs with customers and adjusts the sales order in MYOB Exo to finalise the total.

Results:

Custom Utes now benefit from a fully integrated system that supports both B2B and B2C sales. Key results include:

• Streamlined B2B and B2C Functionality:
  Retail customers can place orders as cash sales or guest checkouts, while wholesale customers log in to view specific pricing and account details. Wholesale customers can also track backorders (synced with MYOB Exo), reorder via the ‘quick pick’ pantry-style ordering page, and create reusable order templates.
• Improved Cart Recovery:
  The abandoned cart module helps recover potential lost sales, increasing conversion rates by sending timely reminders.
• Seamless Marketing:
  Mailchimp integration ensures that marketing information is up-to-date and easily accessible, improving customer engagement through targeted campaigns.
• Efficient Freight Calculation:
  The custom freight quote process for bulky items now allows Custom Utes to finalise orders more efficiently, ensuring accurate shipping costs and customer satisfaction.

Web Ninja’s solution has significantly enhanced Custom Utes’ operational efficiency, customer experience, and overall sales performance.