Last year, Dawn initiated a digital pilot programme with a small group of customers in order to understand the features they needed the most and how they interacted with the platform.
According to these insights, the most important elements were simplicity and speed, with around-the-clock access being especially significant. For instance, the test phase found almost 30% of orders were submitted outside regular business hours, while 25% of them came in over a weekend.
“The biggest win this year is launching eCommerce for our customers. With this exciting new offering, Dawn is adding to its history of innovation by creating its own digital path - driving significant change across its core business,” said Bob Howland, Dawn’s chief digital officer.
“This platform was built with input from our pilot programme customers and in partnership with some of the best companies in the digital space.
“Now, Dawn customers can conveniently explore all of our products and find inspiration and insights to help grow their business.”
The ecommerce platform enables customers to view the company’s entire product catalogue. They can also place orders 24.7 while doing inventory with a one-click reordering option and view their ordering history.
Other features include accessible search tools such as filtering, sorting and pairing suggestions.
The platform is accessible via desktop, tablet or mobile and has an integrated payment portal, which allows customers to view and manage their invoices.
According to the company, this is just the starting point of its digital journey. Following the platform’s launch, Dawn plans to continue using customer feedback to create new features and update to enhance user experience.
