Human Element is pleased to announce the launch of DynacraftWheels.com on the Magento 2 platform. This project is a milestone for Dynacraft Wheels as they venture into an entirely new B2C market after a 30-year history as a wholesale-only company.
Founded in 1984, Dynacraft Wheels designs and manufactures adult and kids’ bikes along with scooters, ride-ons and electric scooters. The company’s primary business has been distributing to retailers like Toys R Us, Target, Walmart and more. This Magento 2 project marks the company’s grand entrance to direct-to-consumer markets, and features a new modern look for their brand, a custom Netsuite integration, a Fit My Ride Tool, and a Where To Buy feature powered by ChannelAdvisor that continues to support their B2B partnerships online.
The team here at Human Element planned, architected and designed this unique Magento 2 Community build from the ground up. With this project, Dynacraft is interacting with a brand new B2C customer audience, so our strategy team focused on keeping the functionality and site architecture simple and direct, while giving the company a new family-friendly look and feel.
Dynacraft’s Custom Magento Features
The custom NetSuite integration is simple and streamlined to fit into their existing B2B structure, while opening doors to manage customers individually. Products are created and updated on-the-fly from NetSuite into Magento. Inventory is updated twice daily and orders flow into NetSuite from Magento in real-time, making fulfillment quicker for their warehouse team.
We created a Fit My Ride tool that allows a user to select their child’s height, weight and age to return the ideal bike size and products for their child. There is also a unique search feature that gives users the ability to search just for product user manuals and assembly videos. And our absolute favorite part is the video on the homepage.
We also integrated the site with Where to Buy from ChannelAdvisor to show customers where else they could find these the Dynacraft products online. Dynacraft didn’t want to compete with their partners, so each product page shows the retail partners who carry the product, their price, stock availability, and a link to their product page. This feature was key to ensuring their partnerships with key B2B retailers remained strong.
B2C Challenges and Opportunities
Human Element and Dynacraft worked together to define and develop solutions for the challenges of a B2C site launch. Their previous site acted mostly as a catalog and did not allow consumers to checkout with products, but instead redirected them to retail partner websites for purchases. Dynacraft wanted to make sure those B2B partners would continue to benefit from their web presence, while also opening up the opportunity to make their brand known to consumers. Other potential issues Dynacraft worked to resolve included:
- Preparing an IT department that has never worked directly with consumers
- Granular inventory management control and customer data accounting specific to the B2C world
- A holiday season launch and planning for a different kind of Black Friday than previous years
- Maintaining their branding in a new environment
In identifying the challenges, Human Element and Dynacraft focused on the great opportunities for growth, including:
- Direct sales with increased profit margin as consumers discover the brand and come to them directly for their products
- Becoming a well-known consumer brand through new content features that were difficult to build in their previous platform
- The ability to market Dynacraft products and sell them directly as their own brand, and take on the competition in a new way
This has been a really exciting project, and we value the partnership we’ve developed with the Dynacraft team. We are looking forward to seeing Dynacraft’s success in this new market as they discover how their customers shop and buy online, and to building and designing new features to support that growth in the future.