Armaflo's Journey to a Customer-Centric Ecommerce Platform

The Company: Armaflo

Armaflo, a leading supplier to the First-Fix and Mechanical & Electrical Industry, focuses on providing their customers with reliability and certainty when sourcing essential materials. As a supplier operating in a competitive market, it is critical for Armaflo to streamline their operations and make customer interactions as seamless as possible. However, despite their dedication to meeting customer needs, their previous ecommerce setup fell short in key areas, limiting their growth potential.

The Challenge: A Website as an "Online Catalogue"

Before partnering with Apparatus, Armaflo struggled with a major issue: their website was little more than a static catalogue. While it showcased their products, it didn’t offer the full functionality customers needed, such as the ability to access personalized pricing or place orders. Bruce Harmer, from Armaflo, recalls the situation:

“Our customers couldn’t get their prices on the website, and that’s something we wanted to overcome. Essentially, the website was just an online catalogue. We wanted it to become a tool that our customers could use.”

This lack of pricing visibility created inefficiencies for both Armaflo and their customers. Every time a customer needed up-to-date pricing, Armaflo’s team had to manually create and send Excel spreadsheets. It was a cumbersome process that took time away from more important tasks, delaying customer decisions and preventing the website from becoming a practical, value-driven resource.

The Hesitation: Complex Pricing Systems

When Armaflo started considering ecommerce solutions, they quickly encountered a roadblock. Their pricing structure was complex, and the biggest challenge they faced was finding a platform that could sync their data accurately without adding extra layers of difficulty.

“I spoke to quite a number of companies, and the biggest hesitation was around syncing all the data,” Bruce explained. “Our pricing system is very complex, and we weren’t sure whether anyone could actually do it.”

Given these concerns, Armaflo was cautious about making the switch. They needed a platform that could handle the intricacies of their customer and pricing data while being flexible enough to adapt to their future needs.

The Solution: A Seamless Integration with Apparatus

Armaflo ultimately chose Apparatus due to our platform’s ability to manage complex pricing data and the personalized support provided during the implementation process. According to Bruce, the experience with Apparatus exceeded expectations, especially in terms of the support provided:

“The main thing that surprised me with Apparatus was the amount of handholding. I’ve dealt with quite a number of IT companies over the years, but Apparatus stood out with the regular updates and meetings—all scheduled from your side rather than ours. That’s what surprised me the most.”

This structured approach helped ease any concerns Armaflo had about data syncing and system complexity. With a clear implementation plan, ongoing communication, and support from Apparatus, the transition was smoother than expected.

The Results: A Fully Functional Ecommerce Platform

Since implementing Apparatus, Armaflo has seen significant improvements. Their website has evolved from being just an online catalogue to a fully functional ecommerce platform that empowers their customers to access personalized pricing and place orders with ease. The days of generating and sending Excel spreadsheets are over.

Bruce emphasized the immediate benefits:

“Now, the minute you make some changes, it updates the website. So, customers have up-to-date prices all the time, rather than having to make calls or wait for an email.”

This shift not only enhances the customer experience but also increases operational efficiency. Orders arrive at the warehouse ready to be processed without requiring any manual interaction on Armaflo’s side.

“It helps our internal admin,” Bruce added. “Orders arrive in the warehouse ready to be picked, and nobody’s had to interact with them until they’re actually on the picking phase.”

Looking Ahead: A Long-Term Partnership

For Armaflo, Apparatus has become more than just a technology provider—we’re a long-term partner that supports their strategic goals. One of their key objectives is to create an ecommerce system that strengthens customer loyalty by providing personalized experiences and reducing the barriers to switching suppliers.

“We see Apparatus as a partner in our long-term goal,” Bruce explained. “One of our main goals is to have an ecommerce platform that ties customers into us, making it hard for them to leave because they have their own pricing at their fingertips.”

The ability to offer real-time, accurate pricing is not only a value-add for customers but also a competitive advantage for Armaflo. As more customers request this functionality, Armaflo is well-positioned to meet their expectations and build stronger, more lasting relationships.

Conclusion: A Smooth Transition with Significant Benefits

Armaflo’s experience with Apparatus shows that even complex, data-heavy ecommerce setups can be simplified with the right platform and support. By partnering with Apparatus, Armaflo transformed their website from a static catalogue into a dynamic tool that improves both customer experience and internal efficiency. With ongoing support and a user-friendly platform, Armaflo can now focus on growth and customer satisfaction, knowing they have a solid foundation for their ecommerce future.

Bruce’s words capture it best:

“It’s a fairly self-explanatory, very easy-to-use platform. It’s easy to train people on how to use it from the admin side. And for us, it’s really helped streamline our processes.”

Armaflo’s journey with Apparatus highlights the importance of finding a solution that not only meets immediate technical needs but also supports long-term business objectives.

Armaflo's Journey to a Customer-Centric Ecommerce Platform with Apparatus