Statewide Appliance Spares, a leader in appliance spare parts in Australia, sought to transform its e-commerce platform to address several critical challenges. The upgrade, led by James Anthony Consulting (JAC) in collaboration with Kwasi and Digital Marketing Adelaide, resulted in a modern, mobile-optimised website that seamlessly integrated with SyBiz ERP, Klaviyo, and handled over 250,000 SKUs. This transformation drove remarkable growth in sales, customer satisfaction, and operational efficiency.

The Challenges and Solutions

1. Poor Mobile Experience

Challenge: The old website had a legacy mobile interface, resulting in high bounce rates and missed sales opportunities.
Solution:

• Redesigned the website with a mobile-first approach, ensuring responsive design and optimised touch navigation.

• Streamlined the layout for ease of use on smaller screens, improving menu navigation, search functionality, and checkout flow.

• Reduced page load times to enhance performance on mobile devices.

Results: Significant increase in mobile users and mobile device conversion rate.

2. Specialised Search Functionality

Challenge: Customers would struggle to find parts quickly in a catalogue of over 250,000 SKUs unless the search experience was carefully designed to ensure customers are directed to compatible parts only.
Solution:

• Implemented a highly tuned quick search function with predictive typing and compatibility filters.

• Developed a part compatibility system to help customers match parts to their appliances effortlessly.

• Designed search result prioritisation to highlight the most relevant products first.

Results: Search success rate improved dramatically, with users finding their desired products.

3. Complex Part Compatibility Management

Challenge: Ensuring customers selected the correct parts for their specific appliances, to avoid returns and frustration.
Solution:

• Link internal parts compatibility database with the website search engine to cross-reference parts and appliance models.

• Created a dynamic database that routinely refreshes compatibility information.

Results: Customer satisfaction scores increased.

4. Single Step Checkout

Challenge: A multi-step checkout process can be cumbersome, leading to high cart abandonment rates.
Solution:

• Designed a custom one-step checkout process for faster and more intuitive transactions.

• Ensured the one-step checkout would work well for both B2C and B2B customers.

• Integrated AddressFinder to maximise the accuracy of Australian postal addresses.

• Implemented 3D Secure to maximise the security of payments.

• Linked with NAB Transact payment gateway, working directly with the bank to result in the lowest possible transaction costs, rather than a 3rd party gateway.

Results: Cart abandonment rates decreased, and checkout completion time was optimised.

5. Limited SEO Performance

Challenge: The legacy website was limited in how far it could be optimised for Google Search ranking, particularly for mobile searches, impacting organic traffic.
Solution:

• Combined automated, curated, and manually authored SEO content to boost rankings.

• Prioritised key products in the sitemap and optimised meta descriptions, structured data, and mobile usability for SEO.

Results: Organic traffic increased, driving more high-intent visitors to the site.

6. Lack of Personalised Marketing

Challenge: The absence of an advanced email marketing platform limited engagement, customer retention, and re-engagement opportunities.
Solution:

• Integrated Klaviyo to enable real-time customer data syncing with the website.

• Automated email workflows for abandoned cart recovery, product recommendations, and post-purchase follow-ups.

• Utilised advanced segmentation to deliver personalised campaigns based on behaviour, purchase history, and preferences.

Results: Email-driven revenue increased.

7. Integration with ERP

Challenge: Integration with SyBiz ERP was essential to avoid inefficiencies around inventory management, order processing, and customer support.
Solution:

• Fully integrated the website with SyBiz ERP, ensuring regular near-real time updates for inventory, orders, and customer data.

• Automated workflows between the website and ERP, minimising manual errors and processing time.

Results: High operational efficiency was able to be sustained.

8. Coordination of Complex Teams

Challenge: The project involved multiple collaborators, including marketing, leadership, and IT teams at Statewide, plus external specialists like Kwasi and Digital Marketing Adelaide.
Solution:

• Established clear roles and communication channels between all stakeholders.

• Conducted regular progress reviews and iterative testing to align efforts and ensure cohesive delivery.

Results: A seamless collaboration that delivered the project on time and exceeded expectations.

The Results

The upgraded website delivered measurable success across all key performance indicators:

• Sales Growth: Online sales increased four fold in as many years.

• Enhanced User Experience: Bounce rates dropped significantly.

• Operational Efficiency: Integration with SyBiz streamlined backend operations and reduced errors.

• Customer Engagement: Personalised marketing campaigns drove higher customer retention.

• SEO Performance: The website’s improved SEO strategy resulted in an increase in organic traffic.

Conclusion

The collaboration between James Anthony Consulting, Statewide Appliance Spares, Kwasi, and Digital Marketing Adelaide created a strong e-Commerce platform which performed admirably for more than seven years, being finally retired in 2025 to be replatformed to Shopify. By solving critical challenges across usability, search, checkout, marketing, and backend operations, the project positioned Statewide Appliance Spares to continue as a leader in their industry.

This case study highlights how a cohesive strategy and innovative solutions can drive remarkable business outcomes and customer satisfaction.

Key Takeaway: Strategic integration of cutting-edge technology, user-centric design, and data-driven marketing can transform a business’s digital presence and fuel sustainable growth.