Ciranda
B2B Commerce Empowers Customers and Digital Performance for Ciranda
Ciranda, a leading supplier of organic, non-GMO, and Fair Trade ingredients, provides essential products to some of the top organic and natural brands in the United States. Headquartered in Hudson, Wisconsin, with warehouses across North America, Ciranda’s commitment to quality and sustainability puts them at the forefront of the food, beverage, wholesale, and agriculture industries.
To continue their success and respond to the complexities of B2B commerce, Ciranda partnered with Americaneagle.com to enhance their ecommerce platform. Our team was tasked with OroCommerce design & development that would help streamline operations, improve customer self-service capabilities, and prepare Ciranda for long-term growth.
Challenges
B2B commerce is complex, and Ciranda’s needs were no exception. Before the project began, Ciranda faced several pain points providing effective service to a broad spectrum of customers—from smaller buyers to larger accounts with intricate needs.
A more robust solution was essential for managing Ciranda’s nuanced customer interactions. Specifically, smaller, lower-tier customers needed to be able to place orders independently. In addition, our team would need to plan future upgrades to accommodate their larger accounts’ more complex payment and operational requirements.
Ciranda required features that reflected their values, such as traceability and transparency in sourcing, while also building efficiencies into processes like ordering samples, requesting quotes, and managing invoices. Over time, the goal was to shift more customers into online self-service to alleviate pressure on the sales and customer service teams.
Solutions
To address these challenges, Americaneagle.com designed and implemented a feature-rich OroCommerce upgrade tailored to Ciranda's needs. The goal was to empower customers while simplifying operational workflows. Below are the standout features integrated into the platform during this phase of development:
- Interactive content tools: The website now has documents and articles tagged with relevant information and product associations for easier customer navigation. Additionally, an interactive sourcing map was created to align with Ciranda’s commitment to transparency.
- Enhanced product ordering: Customers can now request product samples directly through the website or submit custom quote requests based on specific product attributes.
- Smart checkout functionality: Advanced routing logic for warehouses and shipment carriers was integrated. This promotes efficient logistics and accurate delivery planning for each order.
- Improved customer accounts: A custom user registration flow enables smoother onboarding for new customers. Returning users can now access critical tools, like making invoice payments via the “My Account” section, fostering greater independence for buyers.
By implementing OroCommerce, Ciranda now supports lower-tier customer needs and has laid the groundwork to transition its larger accounts to use the platform in future phases. These features reflect Ciranda’s customer-first approach, enhancing user experience across buyer tiers.
Americaneagle.com’s OroCommerce implementation for Ciranda demonstrates how smart, customer-centric solutions can address the unique challenges of B2B commerce. The results are proof! They achieved 109% online revenue growth in one quarter after the redesign and a 30% increase in average order value.
Americaneagle.com has positioned Ciranda for continued success in the competitive natural and organic ingredients market by enabling better self-service tools, improving operational logic, and supporting future scalability.
Results
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109%Online Revenue Growth in One Quarter After the Redesign
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30%Increase in Average Order Value
