Case Study Wired for Success

Taking the frustration out of finding the right wire and cable.

IEWC sells the world’s best wire and cable products, and needed a robust and extensible platform to help their customers navigate the 50,000 products they offer online across the globe.

50,000 products. One unified approach. Design

Growth Strategy

Over their first 50 years of operation, IEWC built its business on the strength of relationships. Relationships between salesperson and customer, finance and shipping - it was all done with a handshake and a belief in providing the best customer service in the industry.

In order to drive the company’s next half-century of success, we needed to rethink many manual processes and legacy systems and build an industry-leading site with full transactional eCommerce functionality. And we needed to do that in a way that supplemented, not just replaced, the experience IEWC customers expect.

And then we needed to do that five more times for territories around the world. Design for Tablet

Untangle the buyer’s journey. Design for Mobile

Experience Design

IEWC gave us one primary challenge – make it easier for users to find the right product. With many tens of thousands of wire and cable products to choose from, the buyer’s journey can get tangled pretty quickly. Our Experience Design solution included an automated and dynamic process to manage the product catalog with search and find-ability at the core.

Plus, we gave their brand a boost with a refreshed look and feel that elevated the digital experience to match the Ferrari engine we built to drive it. Design for Tablet

Technology Enablement

Our front and back-end design and development teams integrated five platforms to deliver a powerful, cohesive, and abjectly use-able digital experience. We created one technology stack that connected ERP, PIM, CMS and CRM to provide the commerce functionality users expect and enabled a new level of technical integration and efficiency to the internal workings of the organization.

Sitecore Insite Salesforce MailChimp Coveo Experience Optimization

Seamless integration of five platforms.

Experience Optimization

In order to fully realize the vision of a global eCommerce solution, Verndale worked with IEWC to develop a long-term roadmap that broke down the journey into logical phases. With each major release of functionality - came the ongoing support and enhancement of the platform as we planned and executed the next major release. Leveraging Verndale’s Experience Optimization platform, IEWC was able to maintain the technical solution and evolve the feature set and use of Sitecore’s Experience Marketing platform throughout each phase. for Mobile

Technology roadmap driving phased evolution.


Through our deep partnership, strategic development and integration, and ongoing optimizations of the customer experience at every digital touchpoint, Verndale helped steward IEWC’s digital transformation - driving tangible business outcomes that laid the foundation for the company’s next 50 years of growth.

  • 160 % increase in product quote requests
  • 27 % increase in qualified web traffic