Thule

Thule, a Swedish based company, has long been a market leader in providing high-end equipment and racks used to transport sports and other gear. While the company was very successful selling their products through a global network of dealers and distributors, their Oracle ERP system was not able to effectively meet the demands of customers who routinely dialed in with orders and inquiries.


Enhanced B2B E-commerce Site Improves Online Ordering to 80%

The Challenge

  • Customer Service spent more time entering orders directly in the ERP. 
  • 10% of customers were using Thule’s online ordering and service website.
  • Increased call volumes and consumers were unhappy with the wait times.
  • Retailers wanted real time inventory and a better B2B experience.
  • Customers thought the site was unreliable, outdated, lacked functionality and was not user-friendly.

The Results

  • With an enhanced B2B e-commerce platform, Thule increased their online ordering from 10% to 80%.
  • Thule tripled adoption within 6 months after the new B2B site launch which greatly improved the morale of the reps.
  • Having a robust B2B site allowed Thule to keep up with growth and pace of the business with minimal HC expansion.
  • 20% increase in North American sales
  • 250% (not a typo) increase in Canadian orders
  • 45% increase in customer service response times



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