Burt’s Bees has offered earth-friendly, natural personal care products for more than 25 years. From a beekeeper’s backyard in Maine to a global leader in natural products, Burt’s Bees knows personal care solutions from head to toe.
As a manufacturer of natural personal care products, Burt’s Bees’ initially distributed its products through big-box retailers, grocery and drug store chains across the United States, eventually expanding internationally.
Burt’s Bees depended entirely on its retail partners to communicate its brand message. This severely limited the company’s control over its own value proposition, including its sincere commitment to the community and to the environment.
The company felt the time was right to establish direct relationships with its end consumers to better control the brand experience, generate new online sales and grow internationally—without alienating its retail partners.
Trifecta Technologies deployed its award-winning Store-in-a-Box solution, which is based on the IBM WebSphere Commerce platform. Store-in-a-Box provides Burt’s Bees with a seamless cross-channel experience supporting both B2B and B2C—in the United States and 15 other countries—on a single platform.
Burt’s Bees Successes
- New international sites are deployed at 25% of the cost of creating a standalone site.
- Burt’s Bees uses its new customer relationships to test new products, saving countless dollars in product launches.
- The company’s Facebook following has grown beyond 680,000 and their email database to more than 500,000 since launch.
The Collaborative Content Management feature allows Burt’s Bees staff to easily and efficiently manage the catalog and content across channels. Burt’s Bees has now established one-on-one relationships with its end consumers—something that was impossible before.
Today Burt’s Bees reaches its customers directly:
- A monthly email/newsletter
- Customer preference center
- Rich product descriptions
- Customer review blogs
- Social media share buttons
- Helpful product information including videos, instructions for choosing colors, selecting gifts and using products
Trifecta Technologies also integrated Coremetrics for WebSphere Commerce. This provides Burt’s Bees with powerful tools that enable:
- Multi-category content analysis
- Intuitive web analytics for tracking and reporting of sales and preferences
- Target marketing to get the right message to the right customers at the right time