A B2C Website for the Optimal E-Commerce Experience
WEB DEVELOPMENT | MARKETING AUTOMATION | SALES ENABLEMENT
A clear and bold heading
After traditionally selling through channel partners, Hammermill wanted a website to sell their products straight to consumers and create a new stream of revenue.
Selling to every fish in the sea
For a long time, Hammermill, the leading mill-brand paper in North America, only sold their paper through wholesalers and distributors. But, as an uncoated paper brand with a friendly brand voice, they wanted a new way to connect with their customers. Their website needed to be e-commerce forward while allowing them to tell their own brand story — directly to consumers.
A clear and bold heading
The user-friendly website makes Hammermill paper accessible everywhere, from home offices to enterprise businesses, leveraging customer behavioral data and marketing automation for an optimized experience.
Best of both worlds: e-commerce and customer experience
We built a website on the Shopify platform, highlighting Hammermill’s paper collections — Premium, Multi-Purpose, Everyday, Colors, Cardstock, and Recycled — and individual product pages. Shopify also allows for subscriptions, enabling customers to receive a monthly paper order and creating recurring revenue for Hammermill. The website is the perfect mix of fun, practical, and informative, capitalizing on Hammermill’s whimsical branding with animal imagery and playful product descriptions on every listing.
We integrated the website with Hammermill’s CRM, HubSpot. Through HubSpot, we can track things like revenue by discount code, average order value, and revenue recovered from abandoned carts. We used HubSpot’s Marketing Hub to implement marketing automation workflows to follow up on abandoned carts and inactive customers, and to encourage regular shoppers to upgrade to a monthly subscription. HubSpot is also what we use to send the fan-favorite newsletter SharkBites, so this integration means all Hammermill’s marketing metrics live in one place. Maximizing both Shopify’s and HubSpot’s capabilities created a superior e-commerce experience with robust reporting on the entire customer journey.
This website is fun and shows off the creativity of the Hammermill brand, but the best part is that it empowers Hammermill's team to form a direct relationship with their customers, which means they can provide an even better customer experience.
Emilee Christianson
CEO