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MyChelle Dermaceuticals: NetSuite Assessment and Optimization 

GRAYBOX worked with MyChelle Der­ma­ceu­ti­cals to improve their over­all busi­ness oper­a­tions by pro­vid­ing ongong Net­Suite sup­port after inte­grat­ing the sys­tem into their oper­a­tions a few years pri­or. GRAYBOX deter­mined their ongo­ing sup­port by con­duct­ing shop­ping cart aban­don­ment reports and ana­lyz­ing all cur­rent site data.

Overall Outcome

GRAYBOX became MyChelle’s trust­ed part­ner in all things dig­i­tal by improv­ing var­i­ous aspects of their ecom­merce marketplace.

The Results

MyChelle’s ecom­merce pres­ence improved sig­nif­i­cant­ly, along with their ongo­ing abil­i­ty to mon­i­tor site data and imple­ment new ecom­merce mar­ket­ing campaigns.

  • 29%
    Increase in Year Over Year Transactions
  • 9.41%
    Ecommerce Conversion Rate
  • 40%
    Improvement to ROAS
  • 38.50%
    Increase in Average Order Value

The Overall Problem

MyChelle implemented NetSuite a number of years ago as an effective SaaS offering to run their business operations and drive their ecommerce presence. As time progressed, and their business needs became more complex, a number of system-related challenges started to interfere with their ability to continue to grow. The MyChelle business model included a combination of B2B and B2C sales channels, in addition to sophisticated inventory management and salesforce automation needs.

Additionally, the ecommerce presence for MyChelle was driven 100% by NetSuite, resulting in a very tight interconnection of marketing, ecommerce, sales, and operations functions. MyChelle reached out to GRAYBOX in their search for that unicorn consulting agency that both deeply understood ecommerce and marketing, but were also experts with NetSuite.

MyChelle made the right sys­tems choice ear­ly in their busi­ness. This posi­tioned them for long-term suc­cess, but any tools will start to show their age with time as busi­ness needs evolve. By eval­u­at­ing their use of Net­Suite, GRAYBOX was able to craft a roadmap to improve MyChelle’s oper­a­tions and build even more longevi­ty into their ERP and CRM systems.

David Hughes, VP of Strategy at GRAYBOX

Our Solution

1. Current State Assessment

GRAYBOX starts any NetSuite related project with an assessment of the current state. NetSuite is a complicated and diverse system, and there are myriad ways in which companies can choose to implement the features to meet their goals. We started our relationship with MyChelle by taking a deep-dive into how their system was configured, starting with general features and configurations, and going deep into inventory, data usage, and processes. Coming out of this assessment GRAYBOX provided a comprehensive report on the workings of NetSuite, along with multiple pages of optimization recommendations to help MyChelle get even more value of of their existing tools.

2. NetSuite Optimization

With a roadmap of improvements in place, GRAYBOX began the work of optimizing the MyChelle NetSuite implementation in support of their business goals. The GRAYBOX team was able to cover a lot of ground within the flexible framework of NetSuite. GRAYBOX implemented existing system features for managing transactions in multiple currencies to better facilitate selling internationally. They worked with the Advanced Promotions engine in NetSuite to create a new toolset of promotional offerings the MyChelle Marketing Team could use to increase sales velocity, while having created a number of reports, alerts, dashboards, and automated workflows to provide improved visibility into the performance of the business.

3. Ecommerce Updates in Support of Marketing Initiatives

Ecommerce is ever-evolving, and tightly coupled to a company’s marketing efforts. For nearly two years, GRAYBOX provided weekly updates to the ecommerce configurations, banners, and offerings in support of upcoming marketing campaigns for MyChelle. NetSuite’s Site Builder toolset is known for “working on production,” so the GRAYBOX team formulated a process that allowed us to closely collaborate with the MyChelle team on collateral and timing, and dependably update their production site without going through a development site preview, week-in and week-out.

Our suc­cess relies heav­i­ly on ecom­merce, and we see GRAYBOX as an exten­sion of our team. The paid search work they’ve done for us has been very effec­tive and they’re real­ly respon­sive when our needs change. Since hir­ing them, we’ve seen marked improve­ments in results across email mar­ket­ing efforts, SEM, SEO, and site con­ver­sions. I also appre­ci­ate how GRAYBOX pro­vides great analy­sis and insight into results, not just reports with num­bers. On a per­son­al note, every­one I’ve met is high­ly qual­i­fied and a delight to work with – they’re con­sis­tent­ly help­ful. They’re true pro­fes­sion­als and I rec­om­mend them highly.

Maggie Joslyn, Director of Ecommerce, MyChelle

Our Results

GRAYBOX succcessfully became MyChelle's ongoing digital partner, while improving internal operations and structure long-term.

Without adding employees or expensive additional software packages, the MyChelle team was able to operate more efficiently, with better visibility to their business health and performance, through more effective use of the existing NetSuite toolset. GRAYBOX was able to extend the life of their ecommerce operations by a full year while still increasing annual sales, in preparation for replatforming to a new ecommerce platform.

  • 29%
    Increase in Year Over Year Transactions
  • 9.41%
    Ecommerce Conversion Rate
  • 40%
    Improvement to ROAS
  • 38.50%
    Increase in Average Order Value