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Wreaths Across America Finds Ultimate Customizability on BigCommerce
See how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
63%
increase in revenue
28%
increase in orders
27.5%
increase in average order value
Performance metrics compare 2023 over 2021.
Honoring veterans since 2007.
Freedom isn’t free — which is why Wreaths Across America is on a year-round mission to remember fallen veterans, honor those who serve, and teach children the value of freedom.
Wreaths Across America (WAA) carries out its mission through a wide variety of programs — including its Mobile Education Exhibit (a traveling museum on wheels), Wreaths Across America Radio, a Veterans Remembrance Tree Program, and more.
“But one of the most important things that we do, and are most well-known for, is a veterans' wreath-laying ceremony in December, National Wreaths Across America Day,” said Logan Staples, Director of Customer Operations and Information Systems at Wreaths Across America. “We placed 3.1 million veterans’ wreaths last year, we're almost at 4,000 participating locations across the United States, and we have over 5,500 sponsorship groups.”
As a growing national nonprofit organisation, WAA knew it needed a powerful ecommerce foundation to support its mission online. Turning to BigCommerce in 2017, the organisation has since been on an upward trajectory — and shows no signs of stopping.
CHALLENGE
Weighed down by a complex system.
With a completely customised back-end and a complex system, WAA needed an ecommerce solution that could help the team manage a large number of national orders.
“Through our wreath sponsorship program, we have to be able to accept very specific in-honor-ofs and in-memory-ofs, which have to go to a specific location and be credited through certain groups,” explained Staples. “All of that has to be reported, and it ties into three or four other systems on the logistics side so that we can get the wreath shipped.”
On top of that, WAA Location Coordinators (who are volunteers) must be able to update location pages and information, manage delivery logistics, and coordinate with sponsorship groups. Thus, the team needed a solution that could connect all of WAA’s systems and allow for a seamless order management process.
“Before, we just didn't have anything that could really meet our needs. But with the BigCommerce front-end that we have and the back-end that was built, it's all been working well,” said Staples.
“Before, we just didn't have anything that could really meet our needs. But with the BigCommerce front-end that we have and the back-end that was built, it's all been working well.”
Logan Staples Director of Customer Operations and Information Systems, Wreaths Across America
SOLUTION
Discovering ease-of-use on BigCommerce.
According to Beth Steward, Information Systems Coordinator and Project Manager for WAA, BigCommerce has been “instrumental to WAA’s success” — and it all boils down to ease of use.
Joining WAA in 2022, Steward quickly found that the wreath season (leading up to WAA Day in December) is extremely busy, but having an intuitive platform makes it easy to track orders and train new employees.
“In the customised back-end system that we use, there's just so much information,” said Steward. “So for me, BigCommerce is a savior when it comes to reviewing orders and just being able to see the nitty-gritty without getting into the dinosaur of our other system. The ease of use for me was great.”
Leveraging BigCommerce’s custom checkout.
Having already found success on the BigCommerce platform, WAA is taking it one step further by building a brand new front-end.
With high traffic during the fourth quarter, WAA needed a front-end experience that would allow customers to navigate the site and place online orders with ease. So, WAA created a custom checkout experience that allows customers to edit their shopping carts.
“We're going to make it a lot easier for our sponsors, because when it's easier for them, it's easier for us to be able to build those numbers, hopefully, even bigger than they were last year,” said Steward.
Leveraging the customisability of BigCommerce, WAA will be able to integrate its front-end and back-end, allowing for a more seamless, intuitive user experience.
“I have noticed over the last year or two, BigCommerce has done a lot of improvements for customisations,” said Staples. “We're really excited for the new BigCommerce front-end that we're going to have. It will be a lot more modern and sleek and put-together, and everything will flow a lot better.”
Driving growth with a team of ecommerce experts.
On top of the platform’s ease of use and customisation, WAA turned to BigCommerce to find a trusted partner in growth. Backed by a team of ecommerce experts, BigCommerce offered WAA with the personalised service and support needed to architect the best solution for its business.
“One of the most valuable things about BigCommerce is your team and culture,” said Staples. “Everybody that I've spoken to, whether it be enterprise support, customer service, account managers, anyone — you guys are all very friendly and helpful. When I call in, I actually feel like I matter, that BigCommerce cares, and they're going to help me.”
Working with a Customer Success Manager and a Technical Account Manager, WAA has found the ecommerce expertise needed to support its future growth.
“Our CSM is very good about following up with us if we have any issues. And we have a technical account manager, Ferris Polk, and it's been awesome — Beth and I look forward to our monthly connects with them,” said Staples. “They're very responsive, and if we have any issues, they get right back to us and are very personable.”
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"BigCommerce is a savior when it comes to reviewing orders and just being able to see the nitty-gritty without getting into the dinosaur of our other system. The ease of use for me was great.”
Beth Steward Information Systems Coordinator and Project Manager, Wreaths Across America
“One of the most valuable things about BigCommerce is your team and culture. Everybody that I've spoken to, whether it be enterprise support, customer service, account managers, anyone — you guys are all very friendly and helpful. When I call in, I actually feel like I matter, that BigCommerce cares, and they're going to help me.”
LOGAN STAPLES DIRECTOR OF CUSTOMER OPERATIONS AND INFORMATION SYSTEMS, WREATHS ACROSS AMERICA
RESULTS
Saving time in a busy season.
As a national organisation with a growing number of sponsors, it goes without saying that WAA is nothing but busy. Luckily, BigCommerce has been the key to saving valuable time and resources.
“BigCommerce has definitely saved us time,” explained Staples. “We were growing between 20% and 30% every year for the last five years. Then COVID happened so we dropped a little bit, but since then we've been coming right back up again stronger.”
Having recently been trained on the BigCommerce platform, Steward echoes this sentiment.
“I don't have time to work a clunky system during wreath season,” explained Steward. “When season's in session, it's just crazy busy, so the platform’s ease of use is a huge time-saver for us.”
Since launching on BigCommerce, Wreaths Across America has seen a 63% increase in revenue, a 28% increase in orders, and a 27.5% increase in average order value.
"BigCommerce has definitely saved us time. We were growing between 20% and 30% every year for the last five years. Then COVID happened so we dropped a little bit, but since then we've been coming right back up again stronger.”
Logan Staples Director of Customer Operations and Information Systems, Wreaths Across America
LOOKING AHEAD
Nothing but growth.
For Staples and Steward, the future of Wreaths Across America can be summed up in one word: growth.
“I don't think online ordering is going anywhere anytime soon,” said Staples. “I see that continuing to grow. We use the links to encourage customers to sponsor a wreath, and all of the emails that we send out are made to push people to the online store. So we're just going to keep on growing and the store will grow with us.”
As Wreaths Across America continues to push forward, BigCommerce will continue to provide the scalability, innovation, and support to allow the company to focus on what matters most: growing their business.
“We're not getting any smaller,” said Steward. “We've got a huge push for a big year — nothing but growth to remember and honor as many people as we can.”
Published: September 2023
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