Thane Direct UK, a global online retailer, turned to Base to transform their marketplace and multi-channel strategy for selling inventory. With effortless integrations, streamlined operations, and unparalleled scalability, Base has become the backbone of Thane’s expansion strategy.
The Challenge: Adapting to a Rapidly Evolving Market
Thane Direct UK is an international business that sells a wide variety of products via TV advertising and social advertising.
Thane was ready to pivot to a multi-channel distribution model, but they needed a software partner that could help them make the switch. In the past, customers would purchase products via mail order and in retail shops, but in recent years, their e-commerce sales have sky-rocketed.
The COVID pandemic kicked online sales into high gear, and Thane spotted an opportunity to expand their business by selling directly on multiple marketplaces and channels. That way, their retail clients, like B&Q, wouldn’t have to stock and store Thane’s merchandise in-house. Instead, they could sell with confidence, knowing Thane would do the heavy lifting of confirming ordering, dispatching merchandise, and ensuring the products reach the customers.
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Plus, onboarding new retail clients was expensive, and sometimes those costs were bigger than the potential gains of the new relationship. Thane needed a large number of guaranteed sales to balance out the technical investment, so their old model made it too risky to take a chance on a new retailer.
To expand their business, Thane needed to make selling on multiple channels a simple, light-cost service they could offer clients without requiring a massive tech investment on their end. Agility was key as their team were in the market for a solution that added new clients and products without slow, tech-heavy integrations.
The Solution: Love at first click
Within seconds of using Base, Thane Direct UK’s Operations Director, Sam Dooley knew she was working with something special.
Scale at speed
Thane’s initial Base deployment, a process that might take lesser vendors upwards of 6 weeks, was completed in about half the time. Integrations were managed with the click of a button, and Base’s sizable store of plugins let Thane offer exactly the features each integration needed, without the high technical cost.
When we take on new suppliers or new customers, scalability is really important, said Sam. If we were using another integration method, we’d have to spend a lot on technical time, which can be a high cost for just a small number of products.
With Base, adding new vendors is amazingly cost-effective. It’s cheaper and more attractive to add new clients because the technical cost is practically zero. Adding new products, or beefing up the stock of existing products, is a much more efficient process too. Without the high upfront technical cost they used to face every time they grew their business, Thane is free to scale.
A quick-win lead source
Base’s lightning-quick integrations with a wide number of marketplaces and retailers has provided Thane with a new source of places to sell products.
Thane is now able to add new marketplaces and channels where they can sell their products. As their team continues to expand their online selling channels, every additional retailer they find via Base requires just a few minutes of tech time to get them up and running. With new clients integrated, they can update stock and change product listings in a click.
As Sam explains, Base has allowed them to cut their costs drastically. Base has saved us systemic time and systemic cost with our development teams and it saves us administration time every day.
The Result: Base’s benefits have set Thane on a winning trajectory
In Base, Thane found the combination of agility and efficiency they needed. They can now offer multiple product ranges to multiple retailers because of Base’s ability to integrate with different systems. Base links the retailer software with Thane’s in-house tools, and the result is a seamless multi-channel selling experience.
For Thane, Base offers strategic advantages they simply couldn’t find in another vendor:
- Smooth integration with multiple marketplaces and retailer channels
- Short integration cycle that got them up and running in half the time
- A fuss-free tool to offer their product range to multiple retailers
- A better way to scale their business and future-proof their model
Thanks to Base, Thane Direct UK’s projecting a thrilling growth trajectory underpinned by game-changing software that cuts operational costs. Base’s incredibly easy integrations are still making waves at Thane, each one a new opportunity to scale.
