Today, we catch up with trueCABLE, an online network cabling supplier based in Missouri. The brand was created in 2015 with the simple goal of shaking up an outdated industry by delivering the fastest, most reliable low-voltage supplies directly to consumers. Initially selling through Amazon, the business has grown rapidly and now does an increasing percentage of its business via its own Shopify-powered website.
During the podcast, Jessica Floyd, VP of Marketing & Business Development at trueCABLE, shared her reaction to ranking 18th place on this year’s Lightning 50 USA. She also revealed the key role that original content and tech tools like Brightpearl and Inventory Planner have played in helping the business scale so successfully.
Show Notes | Series 2, episode 6 | trueCABLE
About our podcast
Brightpearl’s Lightning 50 E-Commerce Growth Hacking podcast, hosted by Caroline Baldwin, is a bitesize podcast that gets under the hood of highly successful e-commerce brands to discover the key technologies they are using to power growth.
About our guest
trueCABLE is an online network cabling supplier based in Missouri. The brand was created in 2015 with the simple goal of shaking up an outdated industry by delivering the fastest, most reliable low-voltage supplies directly to consumers. Initially selling through Amazon, the business has grown rapidly and now does an increasing percentage of its business via its own Shopify-powered website. For this podcast, we spoke to Jessica Floyd, VP of Marketing & Business Development at trueCABLE.
Transcript highlights:
- “We sell direct to consumer, which is a little different to how things have been done in the past in our industry so we back that up with great customer support. That's one of our differentiators. We sell within the US – we have a distribution center in Kansas City and we leverage a lot of technology to automate some of the time consuming things so that we can keep our team lean and focus on the higher level things that our people are so great at doing.”
- “Ultimately I think our growth is down to focusing on customer experience. It sounds a little cliche, but we believe in treating people the way we would want to be treated. We've developed our products to be an end to end system so when people are purchasing the products, they are confident that it's all gonna work when they go to install for their customer. We have a forever warranty, which proves we stand behind our products. We're shaking things up and being a little different.”
- “One of our biggest challenges has been the supply chain challenges which happened during the pandemic and continue to linger. That's affected our customer experience with things being out of stock. To help, we use Inventory Planner – we’ve really been dialing that in over the last six months. We used an Inventory Planner consultant to help us configure our settings so that we can plan better because the sales cycle is so long on our product.”
- “We got on board with Brightpearl in early 2019 and we have nothing but great things to say about it. We use the warehouse management system and went through the beta test to integrate with Sage Intacct, so that is key for our accounting and finance. Brightpearl opens up a lot of opportunities as we grow.”
- “Gorgias is a crucial tool in our customer service. It takes customer tickets out of the inbox and integrates with all our social channels. It means our customer service team can work together on tickets and use live chat on the website.”
- “Content has been really important for us. We do a lot of content on our Cable Academy, such as how-to articles, videos, infographics, tips for using our products. That has helped tremendously with SEO and ranking on Google. It’s a way to build brand recognition as well as driving more traffic to our website.”
- “Being recognized in this year’s Lightning 50 alongside some of the major players in e-commerce means a lot. We've come a long way in just a few years – we started as a small seller on Amazon and now we could be considered a midsize business. We've got more than 20 people on the team and have really scaled in the last few years. It's one of those things where you look up and think ‘wow, it’s happened so quickly’.”
Top takeaways
- trueCABLE ranked in 18th place on the Brightpearl Lightning 50 USA for 2022
- It was also named as a top four electronics and components brand
- The achievements follow consistent growth, including 21% YOY growth in 2020/21
- trueCABLE credits Brightpearl, Inventory Planner and Gorgias for growth over last year
- The business also says its clear focus on improving customer service has helped. Its website has been completely rebuilt in the last year to boost user experience and conversion rates.