One Design, Two Audiences: B2B & B2C
Dr. Comfort, a brand of orthopedic shoes under DJO Global, partnered with Digital Operative to develop an ecommerce experience to meet the needs of two consumer audiences: their primary market of business-to-business (B2B) buyers, and their secondary market of business-to-consumer (B2C) individuals.
- Ecommerce Strategy
- User Experience (UX)
- Visual Design
- Magento Commerce 2 Architecture & Development
A Custom & Flexible B2B Solution
The Dr. Comfort business model is built to accommodate different customer groups, from doctors and medical professionals, to individual consumers, each with unique levels of pricing and access. This tiered approach was the driving force behind the B2B site structure, which was tackled first as it was a complex undertaking involving customer roles, freight policies, and pricing, all based on customer levels, profiles, and memberships. The B2C experience was solved for second, and used the same framework and design, minus all of the B2B functionality.
User Experience (UX)
Creating a Flow That Worked for B2B & B2C
This phase of our strategy and planning process involved the creation of user flows and responsive wireframes for all of Dr. Comfort’s store pages, standard Magento pages, and CMS page templates. Our goal was to give the client the flexibility to manage content via custom content blocks that solved the needs of both of their unique customer bases, rather than using set-in-stone (or plug-and-play) templates.link
The Balance of Clean Design & Functionality
Designing the new Dr. Comfort website was a balancing act between clean, modern design without jeopardizing B2B functionality and purchasing ability. We built custom category and product description page (PDP) templates with a goal of allowing a B2B audience (doctors and medical professionals) to easily browse and place multiple orders for various patients, while also showcasing all of the products’ attributes.
Magento Commerce 2 Architecture & Development
Taking B2B Ecommerce to a New Level
Using custom-built B2B functionality on the Magento Commerce 2 platform, we were able to create a custom, flexible solution that accommodated all of Dr. Comfort’s consumer needs. This included customer roles, freight policies, and pricing based on customer tiers, as well as order tracking visibility, quick order functionality (by SKU), custom return merchandise authorization (RMA) processing, and better enterprise resource planning (ERP) and middleware connectivity between Oracle, Boomi, and Magento.link
Accountable for our Results
Digital Operative successfully developed a custom ecommerce experience that met the needs of Dr. Comfort’s B2B and B2C consumer audiences on Magento Commerce 2. The new site features clean, modern design built on a custom template, and accommodates the client’s tiered customer groups. We are proud to have helped a brand that strives to provide the highest quality comfort to its customers, provide the highest quality digital experience for doctors, medical professionals, and individual consumers.