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  • ConRo logo

    B2B Ecommerce for distributor of consumables, chemicals, and tools.


Established in 1996, ConRo is a specialist distributor of consumables, chemicals and tools for the manufacturing and electronics industries focusing on sectors such as Aviation, Aerospace, Defence, Automotive and Medical. They supply over 20,000 products from more than 200 industry-leading brands across over 100 countries.

The Problem

After initially trialling ecommerce through a minimum viable product on the WooCommerce platform, ConRo quickly established there was significant online demand for their services — a promising start. However, their basic site soon revealed limitations, lacking the advanced features needed to deliver a seamless and robust customer experience, and the ability to scale. These shortcomings, while challenging, provided an invaluable learning curve, helping them pinpoint exactly what their customers needed in an upgraded ecommerce system.

More attention needed to be paid to on-site search performance, visibility of stock, order tracking, batch traceability and their customers' ability to self-serve. One recurring issue from the feedback was a lack of product and stock visibility through the system.

  • Existing platform lacked the modern ecommerce capabilities and flexibility they needed as their business grew.

  • Lack of visibility into stock, order tracking, different delivery options and schedules.

  • Site not aligned with their growing business needs and not scalable.

  • Unable to set up multiple currencies to enable international customers to order in their local currency.
  • Account customers not able to properly self-serve and access essential documents like delivery notes or OEM Certificates of Conformance (Cs of C).

  • Navigation and search weren't intuitive, meaning customers weren't always able to find everything they needed.

  • New customers unable to apply for credit accounts online.

  • Lack of suitable payment options.

  • ConRo homepage
  • ConRo category listings page
  • ConRo product page
  • ConRo brand listings page
B2B Ecommerce
"Red Technology’s expertise in ecommerce solutions for the B2B market, combined with their deep understanding of our industry, made them the ideal partner. We're thrilled with how seamlessly the system integrates with Sage 200 and the overall experience is already making a difference. Your team has been amazing to work with, and we're looking forward to continuing this partnership as we grow and innovate further!"

Business Development Director, ConRo

The Challenge

  • Batch control & traceability

    Enable customers to self-serve and provide them batch details against each order in their account, alongside access to downloadable information like delivery notes and OEM Certificates of Conformity

  • ERP Integration

    Facilitate two-way integration between ecommerce platform and their Sage 200 back end system for users, orders, companies, pricing, stock, and packing slips

  • Complex fulfilment

    Implement worldwide fulfilment options, including different delivery options for hazardous and non-hazardous goods, surcharges, different delivery zones, different services and different couriers. Cater for 11 different same-day delivery options

  • Advanced search

    Provision for advanced on-site search capabilities including suggested search terms & categories, content & product search, fuzzy search, boosted & weighted searches and much more

  • Online account application

    Allow customers to apply for credit account and approve access online, with less manual involvement

  • Local currencies

    Display multiple currencies (£, $, and €) which are easy to toggle between, so international customers can order in their preferred currency

  • Call centre

    Provide call centre functionality enabling administrators to log in on behalf of a user, place orders on their behalf, update account information and provide enhanced customer service

  • Payment options

    Cater for numerous different payment methods including credit/debit card, PayPal, On Account & BACS

  • Editable navigation

    Replace dynamic navigation with editable version using tradeit's content management system for increased flexibility

Project Integrations


Sage 200 logo Trust Payments logo PayPal logo Mailchimp logo Elasticsearch logo Loqate logo Tawk.to logo Google Tag Manager logo Google Analytics logo

The Solution


Having undertaken that initial trial of ecommerce, and seen its success (and limitations), ConRo set about finding an ecommerce platform and partner that could realise their vision. They wanted to enhance the user experience, provide their customers with greater functionality, and streamline the order process. In order to achieve this they knew they needed to replatform away from WooCommerce to a more capable solution. Red's industry experience and B2B knowledge made them the ideal partner.

ConRo website on phone and laptop
ConRo website on laptop
ConRo ecommerce website on phone
Plane on runway
ConRo website on phone

Enhancing the user experience


To improve usability, the new website was designed with an intuitive, mobile-responsive interface that enhanced navigation, search, and product filtering. Given the complexity of ConRo’s product range, it was crucial that customers could easily refine their searches based on technical specifications, brands, and other key attributes. The intelligent search and filtering system significantly improved product discovery, helping users find what they needed in seconds.


Sage 200 ecommerce integration


Behind the scenes, tradeit’s seamless integration capabilities meant that ConRo could now synchronise product data, inventory levels, and customer information with their back-office systems in real-time. This not only streamlined operations but also eliminated errors and reduced administrative overheads. The platform’s scalability also ensured that as ConRo continues to grow, their ecommerce solution can evolve alongside their business needs.

Account management


Customers can now apply and order via their company’s credit account directly through the site. In addition, it provides live stock information, real-time order tracking, and worldwide delivery options. Customers can also retrieve essential documents like delivery notes and OEM Certificates of Conformance (CofCs), making it an all-in-one platform for managing orders and account details—features that were not available in their previous solution.


Evolution


By partnering with Red, ConRo Electronics has successfully modernised its digital presence, providing a seamless, high-performance, and scalable online shopping experience for its customers. The new platform has not only addressed their immediate challenges but also positioned them for long-term success in the highly competitive electronics industry.

Resources

CUSTOMER CASE STUDY
CONRO
SOLUTIONS DATASHEET
B2B ECOMMERCE
Learn more about our work for ConRo
CONTACT US

ConRo News

Underneath of plane taking off
client news
Red Technology unveils highly anticipated launch of new ConRo website on the tradeit ecommerce platform
Specialist distributor of consumables, chemicals & tools, announce the launch of their new website on the tradeit ecommerce platform...