Titan Brands' 10X Growth Through Automation with Celigo
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Applicable Industries
- Consumer Goods
- Equipment & Machinery
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Leasing Finance Automation
- Supply Chain Visibility
Services
- Cloud Planning, Design & Implementation Services
- System Integration
About The Customer
Titan Brands is an online-based retailer of consumer and business goods. The company specializes in commercial and farm attachments, loading ramps, fitness equipment, and various outdoor items. They sell over 3,000 different products to businesses and consumers across the US and Canada. Titan Brands started by selling ramps and attachments, but as they quickly grew and orders increased, the company needed to move away from manual order processing. In 2013, they procured a solution to help automate their processes across different ecommerce channels. However, as the company grew from 50 SKUs to over 3000, they faced challenges with their initial solution and decided to procure a different solution in 2016.
The Challenge
Titan Brands, an online retailer of consumer and business goods, experienced rapid growth, expanding from 50 SKUs to over 3000 and processing over 3,000 orders a day. Initially, they used ChannelAdvisor to automate order processing across various ecommerce channels. However, as the business matured and expanded, the need for customization increased, and ChannelAdvisor was unable to meet these requirements. Additionally, ChannelAdvisor's transaction-based charging model became increasingly expensive for Titan Brands, especially during high-volume periods. The company's costs began to skyrocket, and the team felt penalized for their success. In 2016, Titan Brands decided to seek a different solution to meet their growing needs.
The Solution
Titan Brands chose Celigo as their new middleware platform for its entire ecommerce and supply chain operations. Celigo was selected for its customizability, centralized management, and a business model that didn't charge by transaction volume. Titan Brands started by leveraging Celigo’s prebuilt integrations with multiple online marketplaces to NetSuite, including Amazon, eBay, and Walmart. This allowed them to update pricing, inventory, listings, sales, returns, and provide near real-time data to customers. As orders grew to over one million annually, Titan Brands expanded its use of the Celigo platform to automate additional processes across its supply chain and broader organization. They integrated Salesforce Marketing Cloud and Klaviyo to automate all transactional and customer journey emails, enhancing the customer experience. They also integrated their payroll system, Paylocity, with Azure Active Directory to automate employee onboarding and offboarding. As the company continued to grow, it adopted Snowflake as its data warehouse and Domo as its Business Intelligence solution, leveraging Celigo for integrations from applications into Snowflake.
Operational Impact
Quantitative Benefit
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