Alexandra commissioned us to design and build a new ecommerce platform and create a custom B2B experience on the Magento platform which included custom pricing, multi-level accounts, bulk ordering and custom integration of an embroidery tool.

Started over 160 years ago, Alexandra is a leading international provider of workwear, corporate clothing and uniforms to a wide range of business sectors. Alexandra first approached Redbox in 2014 to deliver an ecommerce website on the Magento platform.

In 2014, we built and launched an ecommerce site for Alexandra on the Magento plartform to meet their increasing need for a more digital approach to sales in the B2B industry. A secondary phase, launched in 2016 was to enhance the site by providing specific B2B features that catered particularly for the growing demands of the market.

B2B Ecommerce

The first phase was launched in 2014 which took their catalogue system online to create Alexandra’s first online store. The brand felt the need to create a B2B solution but with a B2C experience for the customer which also integrated seamlessly with their existing ERP system. Part of the B2C experience included the need to create custom features such as ultra personalisable items with up to 1000 variations on single products, ‘quick shop’ options, a fit guide and live chat.

In the second part of the digital commerce transformation, additional B2B features were included to create additional flexibility and customisation for the customers. This required Redbox to create multiple custom codes to adapt to the large amounts of items while still offering a B2C feel to the site.

Custom Pricing

Alexandra offers a wide range of products to customers in all sectors and sizes. With over 1,400 individual price lists to over 91,000 existing customers, the brand required a custom view for each customer upon login, with their agreed individual prices. While traditionally Magento did not offer this kind of option out-of-the-box, the challenge for Redbox was to customise the code to allow for that unique view for each logged in customer. Redbox was able to successfully offer that option and create and bespoke views.

Multi-Level Customer Accounts

Another piece of customisation was for multi-level accounts. Alexandra required accounts with two or more levels. This entailed a master user in the organisation who allowed to set up address and sensitive information while also assigning certain access to other users who were able to place orders with limited access. This custom functionality also required integration with Alexandra’s existing OMS system which held the primary pricing information of each account.

Bulk Ordering on Product Page

It is common with B2B accounts, customers already know what they are looking for. With this customer journey in mind, we created a bulk order page where customers can search items with their SKU. This functionality even includes multiple variations of one style which could be added to the cart all in one go. This was yet another custom feature created by Redbox for Alexandra to create a seamless customer journey.

Embroidery & Product Personalisation

We created a product personalisation module in partnership with Slick Stich embroidery company. This feature allowed for clients to visualise their personalised garments before final purchase. This module was yet another addition to the user B2B journey experience with a B2C feel.

Results & the future

After launching in 2014 the Alexandra.co.uk website was awarded The Retailer of the Year Award in 2015. The judging panel described the website as “innovative and niche” and “a retailer who has added innovative functionality to improve the customer experience”.