By using Cin7 as an inventory solution and CRM, Workplace Depot crafted data-driven buyer personas, boosted its marketing results, and skyrocketed sales.
Steve Miller chose Cin7, and partner BlueHub, to support the expansion and renovation of the industrial business his parents started, transforming it into a leading UK Industrial and Commerce company poised for international growth.
Workplace Depot started in 1991 when Ken and Wendy Miller spotted a chasm between suppliers and sellers. Armed with nothing but catalogs and determination, they built a bridge between suppliers and sellers that would change their lives forever.
Fast forward to 2012, and enter Steve Miller, the son with a vision as vast as his parents’ ambition. He didn’t just join the family business; he remodeled it. Under Steve’s guidance, Workplace Depot morphed from a catalog company into an e-commerce juggernaut, complete with three bustling warehouses.
As the company scaled new heights, its antiquated systems groaned under the weight of progress. It was like trying to build a skyscraper with a hammer and nails– impressive, but not efficient.
Steve set out to find a CRM and inventory management solution that could provide the sure footing he needed to sustain his business and keep pace with Workplace Depot’s growth. This search led him to Cin7, with BlueHub playing a crucial role in ensuring a smooth transition.
Annabelle Earps, Digital PR Manager at Workplace Depot, paints a picture of where the company was prior to Cin7.
BlueHub emerged as a key partner in this digital transformation. When Workplace Depot had no previous knowledge of Cin7, BlueHub stepped in with comprehensive support. They provided a detailed, step-by-step guide for implementation and even spent time on-site during the launch, ensuring a seamless onboarding process.
Once implemented Cin7 didn’t just update Workplace Depot’s systems; it catapulted them into the 21st century. Suddenly, the team went from working with hand tools to power tools.
Cin7 offered everything they needed, including:
Workplace Depot used Cin7 to knock down old walls and get a clear view of their customer base.
After using Cin7 to collect data and permissions, the company’s subscriber list skyrocketed from 0 to nearly 10,000 subscribers. BlueHub’s initial assistance in understanding the company’s logistics proved instrumental in this rapid growth.
Using Cin7 to craft email campaigns was like bringing in a dream team of contractors to take a blueprint to a fully furnished high-rise. One landmark-worthy campaign achieved a 46% open rate and a 5% click-through rate. Smiling, she states, “That email campaign made a 3.3X ROI.”
Using Cin7 as a CRM also drove new developments in sales.
Not only did Cin7 scale up their marketing and sales growth, it also improved the customer experience. Annabelle says that by digitizing and remodeling their inventory, they “don’t have stocking issues now.” She also says that customers love the upgrades, “Real-time inventory with Cin7 helped us achieve 4.4 on Trustpilot and 4.9 stars on Reviews.io.”
With increased revenue, lower costs, and no more deadstock money-pits, the sky is the limit for Workplace Depot.
Workplace Depot’s team isn’t content to rest on their laurels after achieving their goals. They just set even bigger ones, including expanding beyond the UK shores. “We’re hoping to grow international sales. We just had the Paris Olympics as clients, and we want to continue expanding to different geographical locations.”
From humble catalog beginnings to a powerhouse of industrial and commercial equipment, Workplace Depot’s journey is a testament to the power of innovation and the right tools. With Cin7 as their foundation, they’ve built more than just a business—they’ve constructed a legacy as enduring as the products they sell.
