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Aspen looked to Guidance for help implementing their vision for the future – to go beyond a content-only website and a direct phone ordering sales system, to a new and robust B2B ecommerce experience, focused on the customer journey, with better visitor engagement because of its contemporary design and reimagined product presentations.
Delivering breakthrough designs and breaking the mold in spinal bracing has been Aspen's inspiration for 25 years. As an important partner in a patient’s recovery, they understand the critical nature of what they do. They invest significantly in research and development, and innovations are at the heart of the Aspen experience. They pride themselves on serving and leading the spinal bracing industry with products that improve patient outcomes and advance the standard of care.
Individual PDPs on Aspen's website each contain a variety of downloads. But if that's the only place where you could find educational information about Aspen's products, it would make for a difficult user experience – regardless of the audience. Working with Aspen to ensure that their site would be a source of education as well as a B2B ecommerce site, Guidance gathers and organizes product resources and brace modification information into one distinct section of the site.
One of Aspen's strongest assets is its collection of videos, created for both audiences. To take full advantage of their YouTube channel and the dozens of videos they've uploaded to it, Guidance designed a video landing page and provided caption titling that corresponds with the category segmentations in their products section.
"Guidance has transformed our business by bringing digital B2B into the forefront of our customer experience."
Because Aspen didn't previously have an ecommerce platform, Guidance needed to bring additional technology services into the mix to make the system complete. This included implementing Authorize.net for their payment gateway; ShipperHQ for their shipping rate management software; and Avalara for automated tax compliance. All three of these services have existing integrations with Magento, to create a complete ecommerce solution.
However, there was one element to Aspen's integration that didn't already have a solution for connecting with Magento. Aspen uses IQMS as their Enterprise Resource Planning (ERP) solution, which performs critical functions related to their business operations and manufacturing. With the functionality and flexibility of Magento's code deployment tools, Guidance developed a custom Magento API integration for Aspen.
As a result of this strategic ongoing partnership, Aspen now has an ecommerce platform with two clear customer journeys; three distinct Application categories (Acute Restriction, Pain Therapy, and Active Influence); and a newly established taxonomy to organize the products themselves. This enables the Aspen sales team to use the website as a robust product catalog for its customers. They can also add pricing tiers, flexible payment terms, and other elements into the ecommerce system to create a customized experience for their clients – who can handle their own ordering at any time that's convenient for them, instead of relying on the asynchronous direct phone ordering systems of the past. It's a complete analog to digital transformation of their sales process, and it's just the start of a remarkable partnership.
Guidance delivered a redesign and first-of-its-kind re-platforming for a brand that prides itself on innovating its way to better outcomes. Partnering with Aspen's marketing and IT departments throughout the project led to an enthusiastic adoption of the new ecommerce system by their client base and sales team.
Since the launch of the site, Aspen has been able to transition half of their offline sales to their online B2B sales channel.
Aspen partnered with Guidance for a multi-track project to accelerate their growth as a B2B provider of high-quality spinal bracing solutions. The creative track translated an in-progress rebranding strategy into a completely redesigned website. The new site also drew from B2C best practices for educational content and product taxonomies.
Concurrently, Guidance performed a re-platforming from Joomla to Magento's Commerce Cloud. Collaborating with Aspen's sophisticated IT team, Guidance implemented a streamlined web-based order process and helped improve the efficiency of Aspen's sales teams.
The result is a professional, modern, clean site, undergirded by solid and scalable ecommerce technology. It's a digital evolution that reflects Aspen's culture and vision.