Woodcraft

The nation's oldest and largest

Woodcraft, one of the nation's oldest and largest suppliers of quality woodworking tools and supplies, had a homegrown ecommerce platform handling about 20,000 SKUs. But that’s not all: Woodcraft also has 72 retail stores, and mails 1.5 million catalogs to customers in all 50 states and 117 countries.

The omnichannel retailer knew it needed to adopt a faster, easier platform, which would allow it to masterfully deliver a 360-degree shopping experience. The innate flexibility of the Workarea platform enables Woodcraft to deliver on that mission.

Handling the massive volume of Woodcraft’s catalog and branded content, Workarea helps the retailer easily spiff up product detail pages, swap out how-to articles and videos, and create custom discounts. Also, extensive customizations in shipping and tax that Woodcraft dealt with in its homegrown platform were eliminated.

To Increase Consumer Confidence and Conversion Rates

Workarea makes it easy for Woodcraft to present shipping information upfront on product detail pages, including how soon an item can ship, if it is in stock, and how much shipping will cost. On Workarea, Woodcraft has seen their previously complex ecommerce woes whittled away.

“We knew we were restrained by our homegrown ecommerce platform and needed to adopt one that was faster and easier to manage. Workarea is more than a modern product that’s easy to use, it’s flexibility allowed us to cost effectively meet the needs of our unique business.”

Vince Grlovich, Vice President Sales & Marketing

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It is a must for the brand to have the community of woodworkers it has served for 89+ years understand the value and story of each product, and experience far more than the expected product push. Woodcraft is able to accomplish this through Workarea’s advanced content management system. The lean in-house Woodcraft team simply adds to its series of blogs full of project guides and DIY articles.

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