Orgill Launches Impact eCommerce

AT ITS 2023 DEALER MARKET, Orgill launched Impact eCommerce, a new e-commerce program. Impact eCommerce is the solution to the challenge Orgill faces serving dealers of different brands, sizes\ and markets selling different assortments and running different POS systems. Orgill needed an e-commerce platform that could easily be configured, branded and upgraded for more features—and that easily integrated with many different providers.

“We’ve been chasing this idea of mass customization, data for everything and easy integration for the last decade here at Orgill,” says Grant Morrow, director of e-commerce at Orgill.

Guiding Dealers Along the Digital Journey

Orgill recognized the need to guide dealers along a journey, offering different solutions to match their diverse needs and comfort levels—but designed in a way that dealers could easily upgrade their websites over time after joining the program.

What does this mean? Orgill now offers a range of e-commerce solutions operating on a unified platform, empowering dealers to choose the complexity and budget that best suits them. The program’s main goal is to support the dealers’ progression toward increasingly advanced e-commerce solutions tailored to their customers. After dealers transition to the platform, when they are ready to add transactional e-commerce or POS integration, the process can be executed without the need for a complete website overhaul.

According to Morrow, the impact of Impact eCommerce is a combination of three components:
• Mass customizing and producing hundreds of websites—and integrating them into varied technologies and POS providers.
• Leveraging Orgill’s investments in product data from Orgill’s Industry PIM, a database of 1.3 million items, including products outside what Orgill stocks in its distribution centers.
• Providing dealers full access to the creative resources available from Orgill’s brand building and Tyndale Advisors marketing teams.

Road Testing eCommerce in the Retail Lab

Orgill operates Central Network Retail Group (CNRG), a wholly owned subsidiary with 145 stores across 18 brands, as its retail lab—where it tests and refines programs in a live retail environment to understand pain points and continually improve.

CNRG tested Impact eCommerce at its Elliot’s Hardware brand, a chain of five stores in the Dallas market. Elliott’s launched the new Impact eCommerce site in February 2023 and has since ramped up its e-commerce and marketing efforts, offering a shoppable website and order pickup.

“We were excited to test the new solution at Elliott’s Hardware,” says John Sieggreen, executive vice president of retail at Orgill and president of CNRG. “I was especially pleased to see how easily orders flow into Epicor Eagle.”