Leading Aussie Uniforms and Workwear Brands Group transforms its direct-to-consumer experience across all three brands in 6 months

The Australian uniform and workwear specialist, Workwear Group, teamed up with leading digital commerce strategy and solutions agency, Tryzens, to design and launch a new suite of storefronts to enhance customer experience, pave the path to purchase, and increase market reach. The sites, migrated to a new platform, also give the different brands the power to manage and update their own systems easily as the market evolves to expect more convenient and seamless shopping experiences.

Three of the best known and iconic Australian brands – Workwear brands; Hard Yakka, KingGee and Corporate Uniforms brand; NNT now benefit from a new digital commerce platform  built on Salesforce Commerce Cloud.  Together these brands form the D2C business for Workwear Group, a world-class leader in specialised uniform solutions and workwear brands, part of the industrial division of one of Australia’s largest listed groups, Wesfarmers.

From humble beginnings supplying garments to the Australian armed services in WWII, to serving over 1 million customers across the globe today, Workwear Group are passionate about uniforms and workwear and provide the best possible outcomes for their clients through their personalised solutions, leading expertise and commitment to sustainability.

This digital transformation project involved launching five new sites across the three brands, including a brand new site for King Gee in New Zealand and the migration of the three existing brand sites from their legacy platform to Commerce Cloud.  All five sites benefit from having a shared codebase with a unique brand interface implemented between them, allowing for differentiated storytelling and branding whilst providing efficient, elegant and seamless backend integration and control.

The overall solution was designed and implemented with Tryzens and included the integration of a host of third-party business management, marketing, payments and social media solutions. Tryzens also provided its own accelerator to facilitate seamless returns and an improved customer experience.

Doug Swan, Group GM of Workwear Group said “This digital transformation project is a core pillar of our D2C strategy and its achievement in 6 short months was no small feat.  It involved a large team across multiple functions, regions and businesses, all pulling together to get the five sites released on schedule.  It was remarkable by its smooth running which was achieved through a close collaborative partnership on scoping, design and delivery that we are immensely proud of.

 

“Tryzens proved to be an extremely committed and capable partner, providing insight and expertise to complement our own talented team in delivering this successful outcome.  Culturally our values are very well aligned and we quickly established a trusted relationship that ensured we were able to identify challenges and manage risks effectively, delivering this programme on time and to budget.

“The solution that our team now have in production provides us with the tools and agility we need to ensure we stay at the forefront of our market, delivering customer experiences that match our quality as a leading workwear designer and manufacturer.

We will continue to unlock further capability and value for our customers and look forward to a new era of ecommerce for Workwear Group.”

Andy Burton, CEO of Tryzens, added “It’s always super exciting to be a part of a large scale digital transformation project as is typified by this one that Doug and his team at Workwear Group have undertaken.  Bringing a vision from concept to life and empowering our client’s teams with better tools and capabilities to drive continued market success is a hugely rewarding experience.   We were honoured to be selected by Workwear Group to support them in this critical initiative and are very proud of yet again meeting the budget, timescale and quality targets set.  Our collective teams’ camaraderie and focus ensured this programme was destined for success. 

Anecdotally, I love that Workwear Group is providing Australia with the best workwear solutions and talk about them as ‘providing a sense of identity and belonging’ for their customer’s employees.  In much the same way the solution we have worked on together provides each of Hard Yakka, KingGee and NNT with their own modern and manageable identity, whilst the common underlying platform provides that ‘sense of belonging’ that they are all part of the bigger family of Workwear Group.  We look forward to supporting them in continuing their exciting digital journey.”