October 23/30, 2017: Volume 32, Issue 10
By Lindsay Baillie
Stanton Carpet is looking to simplify the way it transacts with retail customers via a new B2B website—stantonb2b.com. The site makes it easier for retailers to find products, submit requests to create a rug, view dropped products and order swatches, among other features.
The new B2B site, which launched Oct. 9, is something Stanton has been working on for approximately two years. “A lot of what we’ve incorporated in this first phase comes from feedback we received from the retailers, because ultimately we are creating the site for them to use,” said Chad Johnfroe, director of information systems, Stanton Carpet.
With the development of this site the company has created what Jonathan Cohen, president and CEO of Stanton Carpet, calls “the Amazon of B2B. This is another way we can provide retailers with really great service aside from our other areas of service in the organization. While they are not required to do business with us online, there are so many more things available on the site. It’s better, faster, easier. We feel like we have the best of both with this new B2B system.”
On the company’s previous site, which Stanton refers to as its customer service interface, retailers could place orders. However, it was static and more of a utilitarian site. Retailers who were using the old system are now automatically enrolled in the new site.
With the B2B site, retailers can seamlessly navigate through different menus to view multiple accounts, custom rug jobs, reservations, helpful links regarding topics such as display and installation guides, promotional items, dropped products, new product introductions and more. Dealers can also create a rug as well as order swatches and stock. The create-a-rug feature was developed to help retailers save time when placing a custom rug order. The new site provides brief explanations for finish options, attached backing/padding as well as quarter-turn options. The create-a-rug section also includes a visualizer box that allows the user to zoom in on the product.
Other enhancements include greater access to customer service reps. Through the new site the customer service support desk is now available 24 hours a day and seven days a week. This is a dramatic change from its previous hours of operations which ended at 6 p.m. EST. The site also contains quick links for dealers with autofill, a mark-up tool and the option to view retailer vs. consumer pricing.
A key element to the creation of the new B2B site is it reinforces Stanton Carpet’s commitment to sell only to the flooring retailer. While certain features, such as the create-a-rug option, will soon be available on an updated consumer website, customers will not be able to purchase products directly from Stanton. If a consumer chooses to create a rug, they will only be able to submit a rug design, which then goes to the nearest retailer who can follow up about the desired product.
Stanton has scheduled a few webinars to help walk retailers through the new site. The company has also alerted dealers of the updated site through email and a “Top Five Reasons Why” campaign. The company also plans on showcasing the website at Surfaces 2018.