#USA #Los Angeles #B2B Ecommerce #Virto Commerce #Notions Marketing

Introduction

In a groundbreaking move for the B2B commerce space, Virto Commerce has successfully launched a state-of-the-art self-service platform for Notions Marketing, a leading global distributor in arts and crafts supplies. This modern solution is set to redefine how thousands of independent retailers and large retail chains interact with their suppliers, introducing a 24/7 self-service option that promises to streamline operations and enhance user experience.

The Need for Change

For years, Notions Marketing struggled with an outdated legacy system that hindered efficiency and customer interaction. Retailers had to spend considerable time calling or emailing to place orders, and they faced cumbersome processes for obtaining contract pricing and navigating inventory. The legacy system was rigid and did not support modern eCommerce needs, adversely affecting Notions’ ability to attract new customers.

The transition to a more advanced self-service portal became imperative, not just to keep pace with market requirements but to also ensure that existing operations could continue seamlessly. The partnership with Luminos Labs, a systems integrator specializing in composable B2B platforms, was crucial. The objective was clear: replace the old system with a more dynamic solution that retains key functionalities while adding new capabilities.

A Game-Changing Solution

The newly introduced self-service platform was built with B2B operations in mind, focusing on scalability and the unique needs of high-volume wholesale distribution. Virto Commerce and Luminos Labs collaborated to implement over 20 targeted extensions on Virto’s modular platform, enhancing functionalities across multiple categories such as Orders, Pricing, and Inventory without altering the core functionalities. This modular design allows for future upgrades and new capabilities without further custom coding, ensuring long-term adaptability.

Key integrations include:

• - Real-time ERP connectivity that provides live pricing and inventory access.
• - inRiver PIM for maintaining up-to-date product data.
• - Authorize.net for compliant payment processing while maintaining security.
• - Automated email transactions with Klaviyo for smoother communications.
• - UPS integration for accurate address validation.
• - Single sign-on via Azure AD, enhancing user convenience through the “My Notions” portal.

These advancements have significantly reduced the time required for bulk ordering. Where once placing large orders involved 2 to 4 hours of manual effort, it now takes just about 5 minutes when done online. This efficiency is not only beneficial for existing customers; it also frees up resources that can be redirected towards customer engagement and sales growth.

Enhancing Customer Experience

The new platform has transformed the purchasing process for Notions Marketing’s clientele. Customers can self-register, browse the catalog without logging in, and see contract pricing applied directly to their transactions. Seasonal restocking—which once incurred lengthy communications for support—can now be performed quickly using previously purchased filters and saved lists. Importantly, the storefront is now publicly accessible and optimized for search engines, making it easier for potential customers to discover Notions' offerings organically, creating new channels for customer acquisition that were previously unavailable.

Moreover, more than 90% of the functionality from the legacy system has been preserved, allowing both existing customers and new users to navigate the platform with familiarity while embracing improved features.

Future-Proofing the Business

The architecture provided by Virto Commerce is built to support scalability in the future. It can accommodate expansion into B2C markets, multi-site operations, international storefronts, and support for various brands—all without needing another major replatforming initiative.

As Alexander Siniouguine, Founder and CEO of Virto Commerce, aptly highlights, this implementation showcases what can be achieved when composable architecture is applied in conjunction with a client-focused development team. Notions Marketing now stands poised not only to meet the demands of today's market but to expand its reach and capabilities as opportunities arise.

Legacy and Growth

Founded in the 1930s, Notions Marketing has grown from a small distributor to a major player in the arts and crafts supply market, catering to more than 10,000 retailers worldwide. Acquired by Nicole Craft Brands in 2023, the company continues to prioritize excellent customer service and innovative solutions. With a massive distribution center spanning 1.2 million square feet, they are uniquely positioned to scale operations effectively using their newly developed platform.

Conclusion

In summary, the launch of this new self-service platform by Virto Commerce marks a significant milestone for Notions Marketing, demonstrating how modern digital commerce solutions can transform business operations. The partnership embodies the potential of B2B eCommerce and sets a precedent for others in the industry, paving the way for a faster, more efficient, and customer-centric future.