How Australian manufacturer BCI Wheels achieves 24/7 eCommerce scale with StoreConnect + Salesforce.

BCI Wheels is Australia’s #1 manufacturer and supplier of old school, muscle and classic steel wheels.

We’re talking classic muscle cars, vintage sedans, a tough 4×4, or a retro-style daily driver. They design and produce wheels ranging from 14 to 20 inches that are strong, good-looking and built to strict international safety standards. Everything they do comes from a genuine passion for cars and the people who own them.

Three years ago, the business changed hands. The business had fantastic products and a loyal customer base, but lacked automation and the processes needed to effectively service their customers or fulfill orders. The website looked great, yet nobody could buy anything online. Orders came in by phone or email, were scribbled on paper and weekends brought zero sales. Rapid growth made the old manual system impossible to keep up with.

What followed was a complete overhaul: BCI Wheels partnered with StoreConnect and Salesforce to build a true 24/7 online store that finally matched the quality of the wheels they sell.

Life Before StoreConnect

When the new owner bought the business, the product was world-class but the processes were stuck in 1995.

There was no online checkout, so the website was basically a digital catalogue that couldn’t take a single dollar after hours or on weekends. Come Monday morning, the team faced an avalanche of emails and missed calls. Custom wheel orders were tracked on handwritten notes tucked into physical trays and tracking down the status of one order could burn half an hour or more.

“Beforehand it was very, very manual labour… mostly phone calls and emails. We spent a lot of time on the phone. Weekends were dead and no one could buy anything.”

— Sam Kelberg - Co-Owner / Manager, BCI Wheels

Shifting into Top Gear with StoreConnect

StoreConnect turned bciwheels.com.au into a 24/7, fully transactional storefront that lives natively inside Salesforce. Customers now add off-the-shelf or custom wheels to cart, choose trusted shipping via Transdirect, apply discounts and check out, any time, any day.

Behind the scenes, every order flows automatically through pick → pack → ship stages that the whole (small) team can see instantly. Stock levels update in real time. Adding a new wheel is as simple as duplicating the last listing and tweaking the specs.

“The main thing for us was to find something we can scale with… and I’m not computer savvy at all. The support we get with StoreConnect is usually fixed within 24 hours and it’s been gold.”

— Sam Kelberg - Co-Owner / Manager, BCI Wheels

The Results: More Time Under the Hood, Less on Hold

• Weekends now generate ready-to-fulfil orders waiting on Monday morning

• Custom wheel status is one click away, no more digging through paper trays

• Customer questions answered in minutes instead of “I’ll call you back”

• Adding new products or running promotions takes seconds, not days

• The lean crew can finally focus on designing the next killer rim instead of admin

“We’ve definitely got time back. If a customer rings and asks ‘Where are my wheels at?’ we bring it straight up and tell them on the spot. That confidence means everything.”

— Sam Kelberg - Co-Owner / Manager, BCI Wheels

Full Send Ahead

With StoreConnect and Salesforce now the heartbeat of the business, BCI Wheels is already planning the next lap: expanding into complementary parts, exploring AI-driven fitment tools and continuing to release fresh wheel designs for the cars we love.

From a refinery night shift to running one of Australia’s hottest steel-wheel brands, the owner and his tight-knit team have proved that when the right system meets pure passion, the result is unstoppable momentum.

Ready to put your business in the fast lane?

See how StoreConnect can turn your Salesforce into a 24/7 revenue machine just like it did for BCI Wheels.

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