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.
Heatable’s new e-commerce platform is modern, responsive, attractive, user-friendly and delivered on a highly secure platform. The customised e-commerce functionality allows customers to easily check oil prices in their area, order, pay and book delivery in a matter of a few clicks.
The platform allows the team at Heatable to run targeted digital marketing campaigns at the web level, as well as facilitating personalized messaging by a site visitors IP or location. By integrating geolocation services, Heatable will be able to present images tied to geography and also contextualize SMS or push notification messages by the end user’s location.
After a few weeks, hundreds of customers have signed up and placed orders on the system. The initial response to Heatable has been phenomenal and has exceeded all expectations. Many customers have shared their experiences on Google and Facebook, they are saying that they love the convenience and ease of the website and smartphone app as well as our low prices.
i3 has been instrumental in developing and launching Heatable. They are true partners and worked with us from the early concept all the way to launch. We could not have done it without them.David Simmons - Project and Business Leader