Client
Western Water International
Industry
Consumer Products / Ecommerce
Duration
Key Metrics:
525%+ increase in monthly ecommerce revenue
Overview
An established consumer products company had a strong core business, but its ecommerce channel and the operational systems behind it were underdeveloped.
Online revenue was limited, marketing activity was fragmented, and the systems supporting orders, inventory, fulfillment, accounting and customer communication were not working together as one operating model.
ORBIT+FORM was brought in to strengthen both the revenue engine and the infrastructure required to support growth.
Problem
The issue was not simply that ecommerce needed more traffic.
The business had multiple operational constraints behind the customer experience. Inventory visibility was limited. Fulfillment relied too heavily on manual processes. Accounting systems were not fully integrated. Marketing and customer communication lacked a consistent lifecycle structure.
That meant growth in ecommerce could create additional strain if the systems behind it were not improved at the same time.
Leadership needed a model that could increase online revenue while also creating greater operational control.
The Solution
The work connected ecommerce growth with the infrastructure required to support it.
Key changes included:
Ecommerce Infrastructure: Built and optimized the Shopify environment to create a stronger foundation for online revenue.
Lifecycle Marketing: Introduced structured email and newsletter activity designed to support repeat engagement and revenue.
Search and Partnerships: Strengthened SEO and developed practitioner and partner relationships to create additional demand pathways.
Inventory and Fulfillment: Improved inventory management and automated key order and fulfillment processes.
Financial Operations: Implemented QuickBooks and created better alignment between ecommerce activity and accounting.
Dealer Growth: Strengthened the dealer model and expanded the company’s Canadian dealer footprint.
Forecasting and Visibility: Improved operational reporting and forecasting so leadership could make better decisions around inventory and growth.
The goal was not to treat ecommerce as a separate marketing channel. It was to connect revenue growth with the systems required to fulfill, measure and sustain it.
For this case study, keep the public metric qualification exact wherever the 525%+ result appears:
525%+ increase in monthly ecommerce revenue over four months through the newsletter-driven portion of the program.
Building the Revenue and Operating System
The work was designed around one principle: ecommerce growth could not be separated from the systems responsible for supporting it.
Marketing, customer communication, inventory, fulfillment and financial operations were strengthened together so that increased demand would not simply create more operational friction.
Shopify became the foundation of the ecommerce experience, while lifecycle email created a more consistent way to re-engage customers and generate repeat revenue. At the same time, the systems behind the transaction were improved so orders could move through the business with greater accuracy and visibility.
What Changed
The engagement connected several areas that had previously operated independently:
Ecommerce and Lifecycle Marketing: Shopify and email became connected parts of the revenue engine rather than separate channels.
Order and Fulfillment Operations: Key fulfillment processes were automated, including the flow of order information into warehouse activity.
Inventory Management: Greater structure was introduced around inventory visibility, planning and reduction.
Accounting Infrastructure: QuickBooks was implemented to improve financial operations and connect revenue activity with the accounting environment.
Demand Development: SEO, newsletters, practitioner relationships and dealer development created additional ways for the business to reach and retain customers.
Forecasting: Better visibility across sales and inventory supported stronger planning and decision-making.
The Impact
The newsletter-driven portion of the program produced a 525%+ increase in monthly ecommerce revenue over four months.
Just as important, the operating infrastructure behind that growth became more structured. The business gained better coordination across ecommerce, customer communication, inventory, fulfillment and accounting.
The result was not simply a stronger online sales channel. It was a more connected commercial system capable of supporting growth with less operational friction.
What Happened Next
The business moved from a largely fragmented ecommerce operation toward a more connected revenue and operations model.
With stronger ecommerce infrastructure, lifecycle marketing, inventory visibility, fulfillment processes and financial systems in place, leadership had a clearer view of how revenue activity moved through the business.
The work created more than a short-term lift in online sales. It gave the company a stronger operating foundation for managing growth with greater consistency and control.
The Business Shift
Several important changes remained in place after the initial growth work:
Ecommerce became more integrated with the rest of the business.
Customer communication became a more consistent revenue channel.
Inventory and fulfillment processes became more structured.
Accounting and operational visibility improved.
Dealer and practitioner relationships supported broader market reach.
Leadership had better information for planning, forecasting and decision-making.
The Takeaway
Growth became more sustainable when the customer-facing revenue engine and the operational systems behind it were improved together.
The 525%+ increase in monthly ecommerce revenue over four months through the newsletter-driven portion of the program demonstrated the commercial impact.
The larger shift was the creation of a stronger system for supporting that growth across ecommerce, fulfillment, inventory, accounting and customer communication.