New Pig Plugs Leaks in Customer Operations With IBM Smarter Commerce

Absorbent Manufacturer Creates Faster, More Social e-Commerce

Select a topic or year

ARMONK, N.Y. & PITTSBURGH - 11 Nov 2011: IBM (NYSE: IBM) today announced New Pig Corporation has deployed IBM software to transform its e-commerce system for its more than 200,000 customers and distributors.  The company, a leading manufacturer of absorbents for leak and spill cleanup products, is using IBM's e-commerce software to automate its Web presence, making buying  easier, faster and more social, resulting in improved customer loyalty and increased online sales revenue.

Together with IBM, New Pig is leading the way as more manufacturers move from the role of traditional suppliers to direct-to-consumer sellers. New Pig is using IBM Websphere Commerce, a key component of its IBM Smarter Commerce initiative, to put the customer at the center of decisions and actions.  For example, the solution's community marketing capabilities enable New Pig to reach its customers through social media tools, such as the company's corporate blog, Twitter, Facebook and YouTube, with tailored promotions and personalized offerings.  

According to a recent report from Gartner, "e-commerce is no longer just for retailers and pure-play online sellers. E-commerce interest and hype have moved into new markets, such as manufacturing, wholesale/distribution, telecommunication, entertainment, software developers/publishers, media/publishing, healthcare, transportation and financial services."(1)  Some examples of this are branded manufacturers launching their own e-commerce sites to develop customer intimacy and generate incremental revenue with improved margins.

WebSphere Commerce streamlines the customer ordering process by integrating marketing and shopping across all channels, including the company's website, catalog and call center. For example, the software has enabled New Pig to take into account how customers would want to purchase its products and create:

"At New Pig, we take our mission to better serve our customers to the extreme, from ensuring a 98 percent success rate of getting orders on the road within 24 business hours to free tech support and easy returns," said Tammie Shoop, e-commerce marketing director at New Pig Corporation.  "Working with IBM software, we can deliver a world-class multi-channel shopping experience for our customers that is easier, faster and more personal."

New Pig is using the newest version of IBM WebSphere Commerce to enhance its e-commerce operations.  This version offers improved search capabilities that make it faster for New Pig customers to find the products they want.  In addition, New Pig can now segment its customer base for marketing purposes and target offers that will strengthen its customer relationships.  These capabilities also will improve conversion rates and average order size at its five e-site stores.  For example, New Pig can segment U.S. customers and provide product positioning based on Occupational Safety & Health Administration as well as Environmental Protection Agency  regulations without confusing the customers in Canada and the United Kingdom.  

Also this Fall, New Pig will launch a unique site for each of its major distribution partners, such as Motion Industries and NAPA Auto Parts.  These sites, built with WebSphere Commerce, will enable partners to view their specialty items and access additional information to help sell their products together with associated leak and spill supplies from New Pig.  

About IBM Smarter Commerce

IBM's Smarter Commerce initiative delivers software and services to help clients transform their business processes to more quickly respond to shifting customer demands in today's digitally transformed marketplace.  IBM estimates the Smarter Commerce market opportunity for software at $20 billion, driven by the demands from organizations who are increasingly looking for ways to bring new levels of automation to marketing, sales and fulfillment to secure greater customer loyalty.

(1) Hype Cycle for E-Commerce, 2011, Gene Alvarez, Gartner, August 15, 2011

About the Hype Cycle

The Hype Cycle is copyrighted 2011 by Gartner, Inc. and/its affiliates and is reused with permission. Hype Cycles are graphical representations of the relative maturity of technologies, IT methodologies and management disciplines. They are intended solely as a research tool, and not as a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

For more information on IBM Smarter Commerce, please visit

For more information on IBM WebSphere Commerce, please visit:

Related XML feeds
Topics XML feeds
Information Management, Lotus, Tivoli, Rational, WebSphere, Open standards, open source