Case Study: Buff, Inc. reactivates dormant accounts and boosts sales with Handshake Corporation

Reactivating Dormant Accounts with B2B eCommerce

Buff, Inc., the maker of Buff Headwear multifunctional accessories, was struggling with unscalable, manual ordering—faxed or emailed orders, missing item numbers, backorders and long fulfillment delays—and a number of “house accounts” had gone dormant because buyers preferred a faster, self-service ordering experience. The company needed a way to support both its in-person sales channel and growing customer demand for online ordering without overburdening customer service or alienating reps.

Buff deployed Handshake Rep for sales reps and Handshake Direct Online (HSDO) for buyers, integrated the platform with their customized NetSuite ERP, and supported the launch with promotional email campaigns and rep-friendly commission rules. Within months over 50% of orders were placed online, 25 dormant accounts were reactivated in two months, product discovery and clearance of older inventory improved, and automation (order syncs, confirmations and tracking) dramatically reduced manual work and sped fulfillment.

Buff, Inc.

Molly Izenstark

Customer Service Supervisor