It’s crucial to choose an e-commerce provider that not only specializes in wholesale distribution, but one that will also serve as a committed partner to your business for the long haul.

1. CASE STUDY
Torrco
How a Wholesale Distributor of Plumbing/Heating
and HVAC Supplies – Torrco – Overcame its
E-Commerce Challenges
CLIENT
Torrco
LOCATION
Waterbury, Connecticut
INDUSTRY
Plumbing, HVAC
PROJECT
E–commerce PROBLEM
Two years ago, Torrco – a fourth generation independent wholesale
distributor of plumbing, piping & HVAC supplies – started seeing
more of its customers turn to manufacturer and competitors’ sites in
order to research, compare and purchase their products. That’s when
it realized that having an e-commerce capability was a necessity.
But just having a site where its customers could go to buy products
wouldn’t be enough. It would have to deliver the same seamless and
user-friendly experience that its B2B customers had come to expect.
The problem, though, is that it’s challenging to replicate an Amazon-
like shopping experience, while still being able to meet the unique
and complex integration requirements of a B2B environment.
“As we explored our options, we discovered that few e-commerce
platforms even existed that could accomplish what we needed
because they were mostly geared toward a B2C environment or
were too cost-prohibitive,” explained Torrco’s Marketing Director
Don Polletta.
Ultimately, Torrco came to the conclusion that it would need to build
its own e-commerce site from the ground up. So its e-commerce
project began.

2. As the team got into the full swing of things, they identified several
problems that was delaying the implementation, such as difficulties
integrating the company’s ERP system with the online portal and
building out and enriching its product content. It was then that the
company realized it needed the outside help of a partner which
specialized in B2B e-commerce. That’s when Polletta and his team
discovered CIMM2.
The advantage Torrco saw in CIMM2 that other software providers
lacked, was that the platform is designed specifically with the B2B
space in mind. Not only does CIMM2 offer the whole package, but its
price point is affordable to make it realistic for a mid-sized wholesale
distribution company, like Torrco.
CIMM2 met all of the marks: seamless integration with the current ERP
system, a strong Content Management System, intuitive search and
navigation features, mobile optimization, and insightful analytics.
It took Torrco just nine months to have its new e-commerce site up and
running with CIMM2. Now, six months later, the company hasmore
than 15,000 products available on its website and 200 customers
registered to buy products directly from its website. An easy-to-use
CMS also allows the company to create and rotate different banners
and promotions, reaching more customers and driving traffic to top-
sellers and featured products.
“While still in our infancy stages, we’re already starting to see an
increase in registered users, online traffic and orders,” Polletta said.
In addition,the sales team uses the site as a tool, allowing them to
stay up to date about the product offerings and inventory, so they can
always be communicating the latest product availability and offerings
to customers.
About Torrco
Torrco is a fourth generation independent wholesale distributor of
plumbing, piping, HVAC, kitchen & bath and propane supplies
serving Connecticut, western Massachusetts and New York. (www.
torrco.com)
www.unilogcorp.com
484-254-6620 | 985 Old Eagle
School Road Suite 510 Wayne, PA
”
“ It’s crucial to choose an
e-commerce provider that not
only specializes in wholesale
distribution, but one that will
also serve as a committed
partner to your business for the
long haul.
Don Polletta,
Marketing Director
About Unilog / CIMM2
Unilog is a global technology and services company that specializes
in e-commerce solutions and enriched product catalogs for the B2B
marketplace. Unilog’s flagship product, CIMM2, is a fully integrated
e-commerce platform designed to fit the unique requirements of the
wholesale distribution industry.
(www.unilogcorp.com/ www.cimm2.com).