All Signs Point to Ecommerce Growth for National Marker Company

Situation

National Marker Company, a division of the Justrite Group, is a leading manufacturer and supplier of safety identification products, selling safety signs, tags, labels, tapes and more since 1934. Nearly 90 years later, the National Marker Company team continues the two founding goals, manufacturing the highest-quality safety identification products, and to help make the world a little bit safer.

With increased competition in the safety identification products industry National Marker Company realized the need to provide a better digital experience to maintain and grow market share.

Challenge

National Marker Company was limited by a legacy home-grown ecommerce solution. To expand market share by serving end-customers and distribution channels, the company began searching for a contemporary ecommerce platform. A primary requirement was the ability to serve multiple user types: a retail user, an anonymous user and a B2B (distributor) account and corresponding users. The user types would dictate what payment methods would be available: credit card payments for retail and anonymous users while B2B accounts would be able to transact with purchase orders. Also impacted by the user type requirement would be the user experience being streamlined for B2B accounts and featuring a consumer orientated experience for retail and anonymous users.

The ability to manage complex products was required, specifically the ability to showcase multiple SKUs on a single product detail page (PDP). The ability to include product assets such as imagery and documentation within the platform for product association was also a requirement.

Solution

After reviewing multiple ecommerce platforms including Magento (Adobe Commerce), National Marker Company chose Znode as the enterprise-level ecommerce platform. Znode provided an improved user experience for all user types utilizing Znode’s native B2B theme and site speed was significantly improved. The user experience was enriched with marketing and product information to entice end-customers (retail and anonymous users) to shop National Marker Company’s vast product offering while offering native B2B functionality for existing distribution accounts.

Znode provided the ability to showcase configured products made up of numerous SKUs on a single PDP. Product data is fed through an integration with National Marker Company’s internal business management system.

An additional benefit was that non-technical resources are able to manage content throughout the ecommerce platform CMS as opposed to the previous home-grown ecommerce platform. The native digital asset management module in Znode served as the central location to house product imagery and corresponding documents.

"Znode is the ecommerce platform we needed. It met all of our requirements and then some. It provides flexibility as our customer and business requirements change.”

- Beth Mazza, Ecommerce Manager at National Marker Company