Revamping B2B eCommerce: The Bisley Workwear Success Story
In 2010, Bisley Workwear, a leading brand within Gazal Apparel, embarked on a digital transformation journey that would redefine its B2B operations. As the newly appointed Head of Online, my mission was to overhaul the existing sales process, which relied heavily on phone, fax, and email orders, manually entered into SAP. For anyone who knows this process, it is extremely time consuming and prone to human error.
Recognising the need for a streamlined, future proof solution, I initiated a comprehensive review of the business’s requirements, spanning internal structures, processes, and fulfilment strategies. Upon evaluating several enterprise solutions, the decision was made to develop a bespoke open source platform, tailor made to meet Bisley Workwear’s specific needs.
The project timeline was ambitious. Starting in January 2010, I presented a thorough set of requirements by February and commenced development in March, aiming for a launch in October. Thanks to the dedicated efforts of a small team, the platform launched a month ahead of schedule in September 2010.
The bespoke platform, fully integrated with SAP, allowed real time visibility into stock levels across multiple warehouses and future purchase orders. This innovation enabled retailers to make informed decisions, placing orders against future stock arrivals, thereby optimising inventory management and improving customer satisfaction.
With an annual revenue surpassing $100 million, the new platform not only revolutionised the ordering process but also cemented its place as a core component of Bisley Workwear’s operations.
Even today, in 2024, the platform continues to support the brand, testament to its robust design and the strategic foresight that guided its development.
This project was not just about building a website; it was about laying the foundation for a more efficient, customer centric business model that empowered retailers and streamlined operations. The success of the Bisley Workwear platform is a highlight of my career, reflecting my commitment to digital innovation and strategic leadership in eCommerce.
Image source courtesy of the Internet Archive.
| Website | bisleyworkwear.com.au |
|---|---|
| Company | Gazal Apparel Pty Ltd |
| Brand | Bisley Workwear |
| Years | 2010 to 2014 |
| Type | B2B |
| Platform | Bespoke Open Source |
| Integrations | ERP (SAP), WMS, CRM and the Email Marketing Platform (Active Campaign) |
| Revenue | > $100m per annum |
The platform supported both B2C and B2B and was successfully rolled out to around fifty stores across Gazal Apparel, including Van Heusen, Lovable, Hold Me Tight, Nancy Ganz, Midford Schoolwear, and The Mens Shop.
In addition to the above B2C websites, it was also implemented for:
- other B2B websites like Businesswear;
- corporate uniform stores such as Bakers Delight, BP, and TNT; and
- prestigious school uniform stores like Scots College and Newington College.
