WAV

WAV teamed up with Marcel Digital to completely revamp their ecommerce platform. Their existing site was outdated, lacked key ecommerce functionality, and hadn’t been refreshed in nearly six years. Beyond just modernizing the look and feel, WAV needed a powerful, custom-built shopping cart that could seamlessly integrate with their NetSuite ERP, ensuring real-time product, pricing, and inventory updates across the U.S. and Canada.

Additionally, WAV’s vendor partnerships are a huge part of their business. They needed a site that could strategically highlight key brands and products while remaining flexible enough to accommodate seasonal promotions. Creating an intuitive product discovery experience was crucial to reducing friction in the buying journey, improving lead generation, and increasing conversions.

Another major challenge was consolidating WAV’s digital presence. Their parent brand managed two additional sites - MBSI WAV and Last Mile Gear - each with different layouts and functionalities. The goal was to bring all three under one roof in a way that streamlined the user experience while maintaining distinct brand identities. Aligning the needs of multiple internal stakeholders was critical to making this a success.

Marcel Digital delivered a fully modernized ecommerce website with a scalable, user-friendly design built on Umbraco CMS. The new site is mobile-optimized, brand-compliant, and designed to drive revenue growth through an improved digital experience.

• A Successful NetSuite Integration - Thanks to early planning, the team built a custom shopping cart integration that supports all three WAV brands: WAV, MBSI WAV, and Last Mile Gear. The direct connection between NetSuite and Umbraco ensures that product listings stay up-to-date in real time, reflecting accurate inventory levels, customer-specific pricing, and active promotions. One unique challenge was creating a seamless multi-currency experience for MBSI WAV, the Canadian branch of the business. By collaborating early, Marcel Digital built an automated pricing system that factors in currency exchange rates and regional tariffs - ensuring pricing transparency and accuracy for customers.
• Optimizing UX for Brands and Resources - Beyond the technical build, user experience (UX) and site navigation were major priorities. WAV relies on strong vendor relationships, so they needed to showcase partner brands strategically. The new design makes it easy for WAV to promote priority brands and campaigns dynamically. The upgraded ecommerce store features intuitive navigation, allowing users to find products by category, brand, or model number quickly. Additionally, a revamped content resource library enhances customer engagement and lead nurturing by making valuable assets—like blogs, videos, webinars, and product datasheets—more accessible. The tagging system ensures that resources align with specific brands, creating a seamless journey for WAV’s ideal customer profile (ICP).
• A Seamless Shopping Experience - The new ecommerce platform makes buying easier for both new and returning customers. Advanced search and filtering capabilities help users find what they need faster, reducing friction and improving conversion rates.
• A Helpful Customer Portal - A key upgrade was the introduction of a customer portal designed to improve sales enablement and customer retention. After logging in, customers can access their order history, account details, and direct contact options for their sales or technical support rep. One challenge was enabling real-time invoice retrieval from NetSuite, since this wasn’t a built-in feature. Marcel Digital worked with WAV’s IT team to develop a custom SuiteScript solution that allows customers to generate invoices on demand—improving the post-purchase experience and reducing manual support requests.