Bringing the Heat on the East Coast of America
Heatable is a fully digital heating oil company and offers customers a low-cost, convenient way to get heating oil delivered to their homes via an intuitive and highly streamlined order, pay and delivery process that is fully integrated into Heatable’s ERP and in truck logistics system. Heatable launched in southern New Hampshire and Maine in October with a vision of disrupting the existing antiquated heating oil industry, which still primarily relies on phone-based ordering and paying by cash and cheque.
The key initial deliverables for this project were, the roll-out of a custom e-commerce web platform, which was to be tightly integrated via API’s to a range of internal and third-party systems. As part of the new build, seamless integration with an existing ERP system (E3) needed to be architected. The platform also had to integrate and sync with two native apps and bi-directionally push and pull information in real-time. Due to the launch date for Heatable, the project had a very strict 6-month completion deadline. With no room for slippage.
What we delivered
Heatable’s CMS of choice for the project was Kentico’s EMS, with its integration bus layer and advanced enterprise marketing suite (EMS) being at the heart of the solution. The i3 Digital team delivered a 4-day onsite stakeholder UX/UI/Technical discovery workshop at Dead River’s offices in Maine. This included the website’s IA, product and content prioritisation, detailed customer definition (personas), key customer journey planning, client engagement, and key conversion points.
Kentico’s e-commerce engine has been customised to facilitate online oil orders, by fully integrating with their existing E3 ERP system. A number of other third-party systems have been integrated via Kentico’s API, including Authorize.net merchant payment gateway.
The platform’s email engine has also been tied in with a third-party SMS engine and associated push notification module for in-app communications to facilitate multi-channel communications and push marketing. Marketing automation features built into the site include cart abandonment workflows, as well as a workflow for customers entering the site via the newly created SMS channel.