Chapter 12 NaturallyCurly: Integrating data across EDI and API endpoints

Tracey Wallace / 1 min read

Why they won

Arizon Digital was a finalist for the Innovation Award for Agency Innovation for their work on NaturallyCurly.

For ERP integration across EDI & API complexity, saving the team time and reducing data errors.

Business stats

Business outcomes of the innovation

  • +49% increase in revenue
  • +52% increase in customers
  • +65% increase in orders
  • +15% increase in staff productivity

What they do

NaturallyCurly is a content + commerce brand that focuses on products and services for those with curly hair.

They even have a best-selling beauty book on the market.

When the brand was recently purchased by a parent company, the company shifted into growth mode, and they’ve been scaling up their operations since. BigCommerce has helped them to keep up with the growth.

The challenge behind the innovation

The old checkout and ERP solution wasn’t meeting NaturallyCurly’s needs anymore. Orders were mysteriously being dropped, there were communication problems across systems and the processes were extremely time-consuming.

Accordingly, NaturallyCurly knew that in order to grow, they needed to move their warehouse to the parent company’s much larger facility in New York.

But in doing that, they still needed their sales platform (BigCommerce) to be able to communicate seamlessly with the new warehouse system.

In general, they saw an opportunity to further scale their solution by enabling real time, validated order information to flow into their parent company warehouse systems.

How they make it work

The extensive set of APIs provided by BigCommerce helped to solve this challenge by allowing real-time exchange of data with other systems.

Arizon Digital, a BigCommerce partner and ecommerce agency, has built a cloud integration solution utilizing the BigCommerce APIs and enabling the data exchange with warehouse systems in real time.

The solution has helped NaturallyCurly create rules for their warehouse system that automatically flag and send notifications when errors are found anywhere in the sequence of data transfer and validation.

The swift visibility that comes with this error reporting helps NaturallyCurly respond to issues quickly. Their weekly staffing productivity has increased by 15%.

Final word

NaturallyCurly has seen tremendous positive impacts after completing this project. The YoY (year-on-year) growth stats noted below speak for themselves:

  • +49% increase in revenue
  • +52% increase in customers
  • +65% increase in orders

The innovative features and API capabilities of BigCommerce have proven to be advantageous against the competition.

The collaboration between NaturallyCurly, BigCommerce and the Arizon team has been highly effective in maximizing the business value and enhancing NaturallyCurly’s overall business process.

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Table of Contents

IntroThe 11 Most Technically Innovative Ecommerce Brands of 2022
Chapter 2 Bob Johnson’s Computer Stuff: Future-proofing on-site search
Chapter 5 Autograph Foliages: Migrating to a 40%+ in revenue
Chapter 6 Berlitz: Selling online courses to modern ecommerce shoppers
Chapter 8 Flip Flop Shops: Multi-store pick, pack, ship and in-store pickup
Chapter 9 Freund Container: B2B empowerment through RESTful APIs
Chapter 10 Glory Cycles: High-end product-level customization for an expert customer
Chapter 11 Ironlak: Streamlining checkout complexity in a local hosting environment
Chapter 12 NaturallyCurly: Integrating data across EDI and API endpoints
Chapter 14 Pruvit Gear: Saving $1,000,000 annually + custom print-on-demand services
Chapter 15 Restaurantware: B2B & B2C in a single dashboard
Chapter 17 Sam’s Furniture: Online furniture browsing + buying customers can’t resist
Chapter 18 Silver Jewelry Club: The newest flash sale site on the block
Chapter 19 Sorority Specialties: Catering to Gen Z’s ecommerce expectations


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace

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