Deploying Sitecore Ordercloud for eCommerce Enablement
Since 1924, American Petroleum Institute (API) has been a cornerstone in establishing and maintaining standards for the worldwide oil and natural gas industry. Today, it represents more than 600 corporate members that participate in all segments of America’s oil and natural gas industry, such as producers, refiners, pipeline operators and transporters in addition to service and supply companies that support the industry.
With API’s current website, the ability to offer its standards, recommended practices, technical reports, data sheets, and specs were limited. API required a site that would allow them to become the authoritative source for industry standards and services on a global scale through a direct-to-consumer sales model.
API needed an ecommerce enabled website that provided not only a seamless digital experience, but delivered the highest quality of information to member organizations and customers. This site would need to show the most up-to-date info regarding standards/services, and training related to industry certifications, licenses, projects, and safety/sustainability regulations.
CEI deployed a full-service team to work alongside the API IT Services Team and business stakeholders. This team included:
The team conducted a competitive analysis, defined user personas, and captured a full set of functional requirements. This allowed the Business and UI/UX analysts to define the user journey, identify and map specific use cases, as well as develop wireframes, hi-res mock-ups, and POCs (Proofs of Concept).
Leveraging Sitecore OrderCloud and XM + Headless SXA, CEI architected and developed an API (Application Programming Interface) focused, headless ecommerce platform. This platform is integrated with industry leading point solution providers and custom, legacy solutions to provide a full-service ecommerce experience. This application workflow is mapped out below:
Sitecore OrderCloud Application
Buyer and Seller Interfaces
Cloud commerce Management
Tax Management, Payments, Shipping, etc.
Product Catalogue and Orders Integration
MS Dynamics- User Management, FileOpen, Coveo Search, Reporting, etc.
API First Headless eCommerce Platform
This experience is fully hosted on Azure. It supports customers, empowers administrators, and enables customer service representatives.
What Specific Capabilities Did API Gain?
CEI delivered a variety of ecommerce capabilities, including:
Cognitive Search including recommendations, relevance, date sorting, and advanced filter facets delivered via integration with Coveo.
Standards purchasing with multiple delivery options including, digital (.PDF) or Print on Demand.
Email subscription management & notifications when addendums, errata and/or new versions are released.
Past purchase history, standards access and management.
Site created in Sitecore Headless SXA, integrated with Microsoft Dynamics for CRM.
Product catalog management with rich UI.
Address validation, tax calculation, and payment gateway integration.
Order management, preview, processing, and refunds/exchange management.
Digital Rights Management preventing unauthorized distribution.
GA4 integration for web traffic reporting and analysis.
The implementation of a headless ecommerce platform along with innovative marketing strategies enables American Petroleum Institute to grow their customer base and expand offerings to meet the evolving needs of the industry. This fosters continued, long-term relationships based on trust and reliability.
In the first 30 days after deployment of American Petroleum Institute’s new Standards Webstore, the following performance achievements and benefits are already being recognized:
Expanded global awareness
Increased global awareness of applicable standards and the benefits of standards adherence within the relevant market or industry vertical.
Decreased customer service and support requests
Customer Service Representatives (CSRs) are reporting lower than expected customer service and support requests.
24/7 Customer and Member Access
Global 24×7 customer and member access to a high-performing platform supplying standards information and buying options.
~800 Standards Published
~800 Standards published to the online catalog (including Versions, Addenda and Errata).
70% of 2023 Daily Online Sales Goal Reached
Achieved 70% of 2023 daily online sales goal within first 30 days.
On Target to Transition 20-25% of Annual Sales
API is on course to transition 20-25% of annual sales to the digital medium.
Aligned Promotion of Training, Certification and Licensing programs
Promotion of Training, Certification and Licensing programs are now directly aligned with supported standards.
Enhanced global outreach, identification, and inclusivity
Improved global outreach, identification, and inclusion of broader, more diversified groups of committee team members.