Case Studies

L & R Sales

Designer Bath & Hardware Distributor Delivered on their Customer Service Promise with a New eCommerce Storefront

At a Glance – Project Highlights

  • New digital commerce storefront for kitchen and bath distributor powered by Ultra Commerce
  • Integrate pricing, customer tiered pricing and product structure into back-office ERP platform
  • Sync order and customer data for a single comprehensive view of orders and accounts between ERP and commerce platform
  • Complete customer account portal with one-click reordering, self-service options, payment and order history with wishlist

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I’m amazed at our new site and what it’s capable of achieving to help L&R reach that next level. We’re excited for what eCommerce means for our customers and our business going forward – we can grow with Ultra Commerce into the future.

Dino Schnare
Vice President, L&R Sales, Inc.

The Challenges

The word ‘service’ is echoed repeatedly in L&R’s mantra
It is more than just outselling than the competition, it’s about providing industry-leading service for their customers and their eCommerce, by extension, must reflect that. Bring to the digital storefront all of the self-service and unique B2B selling capabilities that are needed.

Be more than just a storefront that sells online
Deliver a better selection of products to kitchen and bath designers to give them the most choice. Find an ecommerce platform for distributors that will support growth and scale into the future.

Easy online bill pay
Allow for customers to log in, view invoices and pay seamlessly and efficiently.

Account management
Easily update account information for an experience in line with leading B2C/retailers, as well as provide a parent/child, multi-pronged account structure allowing for multiple users on the same corporate account to make purchases.

Verification/authorization gateway
Ensure sales only to pre-approved and validated audiences (I.e. licensed contractors, professional designers, supply stores). Any site visitor can search, browse and shop, but the company restricts purchasing to verified customers.

Massive product catalog
100 brands each with as many as 20,000 items. With plans to grow and expand product catalog to show customers just how much product is available.

Integration with Agility, L&R’s ERP
Connect to Agility ERP housing all their customer, pricing, inventory and product data. Live pricing and inventory sync to the website ensures that the customer is getting the best price and viewing the correct inventory.

The Solution

New website, eCommerce-enabled
Launch a brand new storefront with full and comprehensive search by product and brand – customers can purchase past or favorite items, quickly update contact and payment information and pay invoices all in just a few clicks and all completely in sync with L&R’s ERP system.

Secure Customer Connection
Only verified shoppers can complete the ordering process on the site. L&R verifies each new account and purchase, sets specific pricing and assigns a sales associate to ensure a seamless customer experience.

Built for the Customer
Flexible, customer-focused interface designed for omnichannel excellence with full Customer Service Representative visibility into customer orders regardless of when or where they were placed

Built for Companies
Parent/child account enablement allowing for multiple team members to complete transactions on the same corporate account – letting everyone do their job efficiently

The Results

Ultra Commerce integrated eCommerce platform with L&R’s Agility ERP to create a truly customer-focused experience. All account, order and product data is synched between the two systems.

  • Configured complex product catalog supporting tens of thousands of SKUs for the 100 unique brands that L&R represents
  • Ultra’s powerful permissions engine ensures that only verified customers with approved accounts can purchase from the L&R website
  • Additional payment capabilities for Ultra Commerce customers with up to the minute access to product selection, inventory and easy reordering
  • Ultra’s robust functionality and flexibility enable L&R to provide unparalleled service and gain a competitive edge


This project establishes a strong foundation for future collaboration between Ultra Commerce and Agility.

The Ultra platform integrates into our entire business from product catalog to ERP and order management to fulfillment, and that was a key challenge when we made our technology decision. [Ultra] understood our business’s challenges in a very deep way, and we are thrilled to have them as part of L&R’s future success.

Dino Schnare
Vice President, L&R Sales, Inc.

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