Bering’s Hardware

Multi-Channel Digital Marketing

Client Overview

Bering’s, a Houston-based retail icon, is known for its wide array of high-quality products—from fine china to hardware. With over 30,000 products spanning more than 300 categories, Berings needed an eCommerce solution that could reflect their unique in-store experience while efficiently managing an extensive inventory.

The Challenge

When Bering’s approached TWG, their eCommerce platform was struggling to generate significant online revenue. The website’s outdated design, poor user experience, and lack of integration with their in-store inventory system led to inefficiencies and missed opportunities. With annual online revenue of just $560,000, Bering’s sought a comprehensive overhaul to better serve its customers and drive growth.

Our Solution

To address Bering’s needs, we implemented a comprehensive eCommerce strategy that included:

Website Redesign and Reorganization

User-Centric Design: We developed a visually appealing and intuitive interface that mirrored the elegance and variety of Bering’s physical stores.
Streamlined Navigation: By restructuring the site into 300+ logical categories, we enhanced product discoverability, ensuring customers could easily find what they needed.

Inventory Integration

We integrated the website with Berings’ in-store inventory management system, enabling real-time stock updates and improving operational efficiency. This eliminated discrepancies between online and in-store availability, enhancing customer trust and satisfaction.

Multi-Faceted Digital Marketing Strategy

Search Engine Optimization (SEO):
- Conducted in-depth keyword research to target high-intent search terms.
- Optimized product pages, category descriptions, and meta tags to improve visibility in search results.
Search Marketing:
- Launched targeted Google Ads campaigns, focusing on Berings’ most profitable categories.
- Implemented dynamic remarketing to re-engage past visitors.
Social Media Marketing:
- Created engaging content to showcase Berings’ diverse product range.
- Leveraged Facebook and Instagram advertising to drive traffic and conversions.

Results

Our efforts yielded remarkable results, transforming Berings’ eCommerce performance:

Year 1: Revenue surged from $560,000 to $2,716,102.97, a 385% increase.
Year 2: Revenue grew further to $3,037,387.82, marking a continued upward trajectory.

Conclusion

The redesign and reorganization of Berings.com, combined with a robust digital marketing strategy, revitalized their online presence and established a scalable foundation for future growth. By partnering with our agency, Berings successfully bridged the gap between their in-store and online experiences, unlocking the full potential of their eCommerce platform.

berings.com

The Challenge

Bering’s, a specialty retailer known for home goods, registry, and gifts, approached The Whitaker Group to enhance their sales by leveraging their strong brand relationships on Amazon. At the time, Bering’s had convinced just one brand to allow their products to be sold on Amazon, generating less than $50,000 annually on the platform. They faced significant challenges in expanding their brand portfolio and converting additional partnerships to grow their Amazon storefront.

Building the Brand Portfolio

We began by evaluating Bering’s existing product database, encompassing items sold in-store and online. A rigorous selection process was implemented to identify products and brands well-suited for Amazon. This evaluation considered factors like pricing, brand presence, competition, and profit margins.

For approved products and brands, The Whitaker Group collaborated with Bering’s to approach brands and secure authorization for Amazon sales. Our tailored pitches highlighted the advantages of partnering with Bering’s for this new sales channel.

Strategic Planning and Fulfillment Consulting

For each approved brand, we:

Conducted detailed catalog evaluations to determine which products to carry and in what quantities.
Assessed fulfillment strategies, including Fulfillment by Amazon (FBA), Fulfillment by Merchant (FBM) from their warehouse or a third-party logistics provider, and dropshipping.
Forecasted order quantities, planned FBA shipments, and developed shipment plans for wholesale inventory.
Built the necessary technology infrastructure to manage inventory and orders for dropshipping.

With a mix of fulfillment strategies, we implemented a comprehensive technology stack to streamline Amazon order and inventory management. This technology backbone enabled Bering’s to handle complex operations efficiently.

Listings Marketing and Catalog Management

Once products were approved and added to the Amazon storefront, we executed our full suite of listing optimization services, including:

Crafting optimized titles, product features, and descriptions.
Conducting photoshoots to enhance product image galleries when needed.

Driving Traffic and Conversions with Amazon Advertising

To maximize sales, we developed tailored advertising strategies for each brand in Bering’s portfolio. Our campaigns utilized Amazon’s full range of ad types—Sponsored Products, Sponsored Display, and Sponsored Brands—and included diverse targeting strategies and placements to drive traffic and conversions.

The Results

The partnership with The Whitaker Group delivered transformative results for Bering’s:

Year 1 Sales: Grew from <$50,000 to $915,000.
Year 2 Sales: Nearly doubled to $1.99 million.
Year 3 Sales: Surpassed $2.1 million.

Our success also led several brands to develop exclusive products for Bering’s Amazon storefront. Today, the portfolio includes 11 physical inventory brands across categories like Home, Kitchen & Dining, Outdoors, and Sustainability, alongside 50+ brands offered via dropshipping.

To support this growth, Bering’s:

Hired additional staff members.
Leased a warehouse to expand operations.

The Whitaker Group provided ongoing analysis and forecasting to inform these critical decisions, ensuring sustainable growth and profitability.