UK wallcoverings and home décor company, Graham & Brown, has partnered with composable ecommerce platform, BigCommerce, to launch a new B2B website.

The new webstore aims to improve customer experience (CX) for trade buyers, who increasingly expect more digitally-led, self-service purchasing journeys, whilst also increasing revenues across domestic operations and supporting international expansion. 

Putting CX front and centre of its new B2B ecommerce site, Graham & Brown sought feedback from its trade customers, leveraging insight into their day-to-day needs and key demands to tailor user experience and online features specifically for B2B audiences.

This included a Quick Order tool for frequent or high-volume purchases, real-time visibility into credit balances and industry-specific functionality, such as specifying batch numbers for wallpaper orders. It also delivered personalisation with a bespoke print-to-order wallpaper mural creation tool. This allows trade clients to input custom dimensions and crop and zoom onto a design to create bespoke feature wall murals.

“BigCommerce’s platform has been incredibly successful at delivering and achieving our digital goals from the onset,” said Mike Berry, Head of Ecommerce at Graham & Brown. “Not only has the platform elevated our customers’ journey by creating a more tailored and personalised experience, but it has also significantly eased the burden on our sales team.”

By shifting routine transactions and inquiries online, Graham & Brown has also achieved significant operational efficiencies following the launch of its B2B webstore. Its customer service teams, for example, have experienced fewer inbound calls, as FAQs about stock, pricing and order status are now answered by the website’s self-service capabilities.

“Graham & Brown had a vision to use ecommerce to drive operational efficiency and to power the company’s global growth ambitions. The results so far have achieved this while staying true to the core values of the brand,” Lance Owide, GM of B2B at BigCommerce, added.

Working with BigCommerce to launch its UK B2B site in just 12 weeks, Graham & Brown saw rapid adoption of its new digital offer among trade buyers. 90% of its key accounts adopted the new online channel within the first few months of going live, underscoring the demand among B2B audiences for digital-first, customer-centric buying experiences. 

Following the UK launch, Graham & Brown has since expanded the B2B platform beyond the UK, launching in Ireland and further European markets.