B2B eCommerce site becomes a “shining star” of the sales team.
Action Supply Products is a second-generation, woman-owned, family business serving Pennsylvania, West Virginia, Ohio and North Carolina. For nearly 40 years, it has been a one-stop, all-encompassing industrial and safety supply distributor offering products that keep customers safe and productive.
Action Supply was utilizing its ERP vendor’s out-of-the-box website tools for eCommerce, the Epicor B2BSeller eCommerce module. Unfortunately – as is common with many ERP vendors’ eCommerce offerings – the performance didn’t meet the needs of a modern B2B organization.
The website was slow and complicated to manage. Uploading documents and product images was a cumbersome process, and even minor site changes required Action Supply to send in a change request– which was expensive and could take weeks to complete.
“It was a stagnant site that wasn’t helpful to the shopper,” said Shelley Fink of Action Supply Products. “In fact, the site wasn’t something we even marketed because we weren’t proud of it.”
With a growing and diverse customer base, Action Supply needed a B2B eCommerce site that was flexible to its products and brand. It set out to find an eCommerce partner to help it achieve the following goals:
“Ultimately, we wanted an exciting site that we would be proud to showcase,” said Fink. “We needed an eCommerce partner to help our website become a shining star of our sales efforts.”
- Action Supply Products, Inc.
After reviewing several eCommerce software, Action Supply chose Channel Software’s CSX eCommerce platform. Built for modern distributors and manufacturers that want to grow and scale their business, the Channel Software platform is a responsive, flexible and easy-to-use solution that seamlessly integrates B2B eCommerce with any ERP system.
The Channel Software eCommerce platform also includes:
“After meeting with the Channel Software team, I could see how dedicated they were to our success,” said Fink. “They have a user-friendly console that would let us change things ourselves – we didn’t have to put in a case request! This was important because it helps us stay current and responsive to our customers.”
Action Supply’s modern eCommerce website from Channel Software has become an integral part of its sales initiatives, enabling customers to shop and purchase more products, more easily. Robust functionality, fast site searches and rich product pages have opened up new sales opportunities and improved customer experiences.
Soon after launch, Action Supply proactively promoted the site to customers that were poised to gain immediate benefits.
“We have some customers that we knew would be excited to order online instead of by email, so we shared the site with them first,” explained Fink.
The site also gives Action Supply new tools for showcasing its diverse products. “On our old site, we could only use text to market some of our services,” said Fink. “Now, we can market our rentals, repairs and customer spill kits more easily. Customers can interact with the site, like building their own spill kit.”
The new site is responsive and easy to navigate, so customers can make a purchase whether they are on a desktop or mobile device. The Channel Software mobile app adds yet another layer of sales power:
Action Supply employees quickly learned the back-end console for the site. “As far as managing the website, everything is spelled out for you and it’s very user friendly,” noted Fink. “We didn’t need to know programming or anything like that.”
Channel Software worked closely with Action Supply on a punchout site to serve a large customer.
“We needed to be very exact with the punchout, like moving around data fields and using the customer’s part numbers, which are different than our numbers – so we had to segregate those to serve our customer’s needs. Channel Software was a partner with us every step of the way to make sure it was done right,” said Fink.
The site also displays customer-specific pricing for individual parts and variants, such as sizes or units of measure.
Action Supply reports that the Channel Software team has been a true partner throughout the process. “It’s so refreshing to email my contact with a question and get a prompt response. I don’t have to open up a help desk ticket. I can also call my contact directly if I need to, and not have to file a request,” said Fink. “Channel Software isn’t just a provider, it’s a partner. They respond quickly and have terrific communication. I can feel the difference with them!”