eCommerce Implementation Success: B2B Wholesale Distributor Increases Sales with Adobe Commerce

The Challenge

When Complex B2B Logic Meets Obsolete Technology

CVI Laser Optics, a leading specialist in High-Performance Laser Optics for Science and Industrial OEM sectors, manages a demanding B2B business model defined by complex product configurations, custom pricing, and precise production lead times.

Their platform failed to support this complexity, leading to severe operational and customer experience issues:

• Integration Blockade: The legacy software was not primed for seamless integration with their ERP system, forcing manual data entry and hindering real-time order and inventory management.

• Operational Inflexibility: CVI's team lacked self-service control, relying on developers for routine updates to product catalog, content, and pricing, creating unnecessary bottlenecks and operational overhead.

• Critical Pricing Errors: The system could not accurately handle CVI's complex B2B pricing logic. Customers were routinely shown erroneous volume discounts and irrelevant multi-currency calculations, damaging trust and creating sales friction.

The Solution

Leveraging our proven Magento implementation methodology, we delivered a robust, future-proof Adobe Commerce Cloud site that solved CVI's critical pain points and empowered their team. This comprehensive solution achieved:

• Seamless ERP Integration: Full, bi-directional integration between Magento Commerce and the ERP system to automate the entire order-to-fulfillment process, significantly freeing up valuable internal resources.

• Empowering Customization: Implementation of a custom Prime Customer Prototyping module and accurate ERP-driven lead times, transforming complex product configurations and ordering into a reliable, self-service reality.

• Platform Control & Accuracy: Successful migration to the stable Magento Commerce platform, granting the CVI team direct, developer-free control over content, product catalog, and price rules, while eliminating erroneous pricing displays. 

The Result

Operational Excellence and B2B Control

The month after go-live brought CVI's highest monthly revenue ever.

By migrating CVI to a customized Adobe Commerce Cloud platform with deep ERP integration, we delivered a unified system that supports their complex B2B logic and achieves critical operational efficiencies:

• Streamlined Order Flow: The automated, two-way sync with the ERP eliminated manual order entry and provided real-time inventory and order status visibility, ensuring faster fulfillment and reducing resource dependency.

• Reduction of Pricing Errors: The new custom pricing module eradicated customer-facing issues, ensuring volume discounts and multi-currency calculations are accurate and contextually relevant to the specific customer and region.

• Empowered Internal Team: CVI's non-technical staff now has full self-service control over the product catalog, pricing updates, and website content, slashing developer dependency and allowing for rapid, flexible market adjustments.

• Enhanced Customer Experience: Customers now benefit from a proprietary online tool to save and re-order custom prototypes, turning a complex process into a reliable, self-service digital experience.

How We Did It

Established Bi-Directional ERP Integration: Successfully developed and implemented an API-based integration layer to connect Magento Commerce with the ERP system. This delivered real-time, two-way data synchronization for order management, inventory, and customer updates, streamlining the entire order process.

Engineered Custom Pricing Logic: Resolved the legacy system's critical display issues by developing and deploying a custom price rule module within Magento. This ensures that volume discounts and multi-currency calculations are accurately displayed and applied only to the relevant customer segment and geographic region.

Developed Customer Prototyping Module: Built a product configuration and persistence module to support the "Prime Customer" workflow. This feature allows these specialized customers to save, manage, and directly re-order complex custom prototypes from the storefront.

Customized ERP-Driven Lead Times: Implemented a Briteskies customization leveraging Magento’s flexible options to integrate with the ERP and display highly accurate, dynamic lead times directly on the product pages, improving customer expectation management.

Empowered Team with Platform Migration: Executed a seamless migration to a highly-customized Adobe Commerce Cloud environment following our proven methodology, providing CVI's team with developer-independent control over website content and product catalog management.

“Our customers just like this site so much better, due to improved functionality and user experience. We are able to move our customers to the website to place orders, which frees up our inside sales department to work on other important sales functions and leave the order taking and order entry to the website functionality."