Moto Direct is among the U.K.’s leading motorcycle clothing and accessory manufacturers and distributors. Initially a simple buy-and-sell distributor, Moto Direct grew to become a much more complex business involved in manufacturing and brand development. The company now caters to a wide variety of clients around the world, ranging from individual store owners to large distributors.
As Moto Direct was experiencing rapid growth, its existing, outdated B2B e-commerce website was holding the business back. The company wanted to not only improve its web store’s performance, design, and usability but making it easy for its B2B customers to place large, complex orders and allow them to access their account and order information online more easily was of top priority.
It was clear to Moto Direct that a new B2B web store was needed, and one that could integrate with its new Microsoft Dynamics NAV ERP system.
Leveraging the Strength of Sana Commerce + Microsoft Dynamics NAV
Initially, Moto Direct had chosen a competing e-commerce solution partner but began facing major hurdles like the cost of B2B customization and the complexity of integrating B2B logic. Sean Hefferin, Supply Chain Manager at Moto Direct, points out, “We underestimated just how difficult the integration was going to be. We found that we were having to build our business logic and processes in two different systems. To get these processes to be exactly the same was incredibly challenging.” The project quickly fell behind schedule and over budget and significantly delayed the launch of their Dynamics NAV ERP system.
Despite having already invested a lot of time and money into a partial implementation, Moto Direct chose to find a new provider and switched to Sana Commerce. Sana’s integrated e-commerce software uses the business logic and data already stored in Microsoft Dynamics, which eliminated the need to build out the business logic twice. “Having that out-of-the-box integration [with Microsoft Dynamics NAV], where we didn’t need to replicate all our business processes on the website, was a huge time saver for Moto Direct. [With] the Sana product, we don’t need to worry about the day-to-day management of data and other such tedious tasks,” explains Hefferin.
Having chosen Sana Commerce as its e-commerce platform, Moto Direct experienced better business efficiency, faster implementation, and saved money in the long run on integration costs and poor functionality.
Reduced Costs, Increased Efficiency, and More Global Orders
Thanks to Sana’s seamless Dynamics NAV integration, the initial cost of implementing the Sana web store was 50% lower than what Moto Direct had already invested in the partial implementation of the competing platform. Moto Direct also expects the total cost of ownership (TCO) over 3 years to be 27% less with Sana Commerce.
Since there was no need to replicate ERP data into the web store, the maintenance of Moto Direct’s new web store requires minimal business resources – even less than their previous web store! Just four months after going live, Moto Direct was already seeing a reduction in calls and emails as customers become used to accessing the information they need online, saving time both for Moto Direct and its customers.
Moto Direct’s Sana Commerce web store helped the company meet all its initial goals and has received positive feedback from its customers. Within a few months of the web store launch, export customer online orders – which are very often larger and more complex than typical orders – quadrupled compared to the order levels on Moto Direct’s previous website.