Case study · Ledgerline Distribution · Columbus, OH
A B2B ordering portal that retired the fax machine
A self-serve ordering platform for 2,000 trade customers, wired into the distributor’s ERP so pricing, stock and invoices are always right.
Industry
Wholesale distribution
Services
Customer ordering portal, ERP integration, Sales rep tools, UX & visual design
Platforms
Web · Tablet
Timeline
9 weeks to launch
Year
2024
$4.6M
Orders processed, first quarter
63%
Orders placed self-serve
71%
Fewer order errors
9 wks
From kickoff to launch
The challenge
Ledgerline’s customers ordered by phone, email and, genuinely, fax. Reps re-keyed everything into SAP, errors were common, and customers had no visibility into stock or delivery. The company was losing accounts to distributors with a modern portal.
What we did
Four decisions that made the difference.
Contract pricing, done right
Every customer sees their own negotiated prices, volume breaks and credit terms, pulled live from SAP so there is one source of truth.
Ordering built for repeat buyers
Quick-order from history, CSV upload, saved lists and a barcode scanner on tablet. The average order takes under two minutes.
Reps kept in the loop
Reps see their accounts’ activity, can build orders on a customer’s behalf, and get alerts when a regular buyer goes quiet.
Design that earns trust
A calm, dense interface that feels like a professional tool, not a consumer shop. Accessible, keyboard-friendly and fast on warehouse Wi-Fi.
The outcome
Within a quarter, nearly two-thirds of orders were placed without a rep touching them and order errors fell by 71%. Reps now spend their time on account growth rather than data entry, and Ledgerline has won back three accounts it previously lost.
“Nine weeks from the first call to live orders. Our reps were sceptical, and now they sell the portal to customers themselves.”
Dana Kowalski
Director of Sales, Ledgerline Distribution
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