B2B eCommerce agency services

Automation Through Software Integration: Levelling up WooCommerce

A modernised user experience with a fresh, brand-aligned design

Who are A.S. Handover?

A.S. Handover is a British company with over 75 years of expertise in handcrafting professional-quality brushes. Based in Welwyn Garden City, they cater to a wide range of artisans, from signwriters and gilders to specialist decorators and scenic painters.

Formed from a 2002 merger between Edward Mason Ltd. and A.S. Handover Ltd., the company has a rich history dating back to World War II. Today, A.S. Handover remains a leading supplier to prestigious clients, including Buckingham Palace, and is renowned for its gold leaf and gilding materials. Now an employee-owned trust, the company continues to craft high-quality brushes with a blend of tradition and innovation.

In this project we delivered:

This is an
integrated project

Integrating your website, ERP, CRM and more can save you time and make you more money. This project contains the following integrations.

WooCommerce / Orderwise

The epic

The project brief was to integrate WooCommerce, an eCommerce platform that works with WordPress, and OrderWise, a system used to manage inventory, orders, and customers. The goal: to ensure that both systems automatically shared data, so everything stayed up-to-date without manual effort, enabling WooCommerce to have up-to-date product information, accurate stock levels and real-time order processing.

This was translated into four key objectives

Deliver a B2B eCommerce website built to best practice standards to increase speed and integrate all key data flows into Orderwise to reduce manual input.

Increase the visibility of C & A Building Products in search engines by improving organic search rankings for key terms, aiming for a 20% increase in rankings in the first 12 months.

Increase conversion rate on the website by 15% through ongoing analysis using conversion rate optimisation techniques.

Integrate the website with third-party tools to improve marketing and SEO and effectively manage customer relationships. Automating these processes to reduce manual data entry errors and lighten the workload for the internal team.

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Our approach

We took a step-by-step approach to integrate WooCommerce and OrderWise.

1. Understanding the Systems
We first mapped out how data flows between the two platforms, identifying key areas like product updates, stock levels, orders, and customers that needed syncing.

2. Designing the Integration
We created automated API calls to:

Sync new and updated products.
Update stock levels every 15 minutes.
Transfer orders and customer details to OrderWise.

3. Automation and Testing
We set up automated workflows to run hourly and tested each function thoroughly to ensure everything synced correctly.

4. Ongoing Support
We monitored the system post-launch to ensure smooth performance and quickly addressed any issues.

This approach ensured seamless, real-time data syncing between the two platforms.

Selecting the right
platform: Magento 2

We guided C & A Building Products through our proven platform selection framework, ensuring they landed on a solution that would support their long-term ambitions. Magento emerged as the best fit, offering the flexibility, scalability, and B2B-focused features needed to future-proof their eCommerce operations

Magento 2 Build: Migrate the existing functionality of the eCommerce website to Magento to build a reliable base for the automation of processes and integration of platforms. The Orderwise integration was split into separate projects for budget transparency and development efficiency.

Systems Integration: Implement an Orderwise integration to sync products, stock, customers, companies, credit, and orders, ensuring Magento reflects the master data maintained in Orderwise.

Website Launch Strategy: Develop a detailed launch plan to ensure a smooth transition for customers from the previous eCommerce software to Magento, using email marketing to manage the process.

SEO and Marketing Tools: Develop a comprehensive SEO strategy to achieve growth objectives, implementing SEMRush and providing training to the C & A team.

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