Global chemicals distributor Univar Inc. is mixing it up more with digital commerce—and it’s starting to pay off, executives say.
The company’s e-commerce platform, at MyUnivar.com, has produced steady increases in web traffic since it relaunched a year ago, as customers use it to access documents and place and track orders from any desktop or mobile device, David Jukes, president and CEO, says.
“We’re seeing an increasing number of orders placed outside of standard business operating hours,” Jukes says.
MyUnivar.com, built on the CloudCraze e-commerce platform from Salesforce.com Inc., was designed with such features as two-click re-ordering, personalized product recommendations and instant downloads of SDS documents to expedite service for customers as well as purchasing. “We’ve made things like SDS sheets available 24/7 online that customers formerly had to wait for,” Martinez says.
When customers log into MyUnivar.com, they often see alerts that recommend purchases of items based on their past buying activity. “If a customer is off-cadence from their ordering pattern, we say, ‘You might want to place an order for this.’ It saves them time from having to return and order.