Erco Distribution
Two buyers, one catalogue
Erco Distribution is an authorized distributor of Milwaukee Tool, Generac Power Systems and Armada Technologies, serving commercial buyers across the United States and Canada out of Pompano Beach, Florida.
01 — The challenge
A distribution catalogue that has to price two audiences at once.
Erco sells standby generators, transfer switches, portable power, EV chargers, solar and battery, surge protection and testing instruments. A contractor arrives knowing the part number and wants volume pricing and an account. A homeowner arrives after a power outage and wants to be told which generator fits the house. One product grid cannot answer both.
On top of that, the same catalogue has to hold three authorized brands and two currencies without the store reading like a marketplace of loose SKUs.
A distributor's site has two jobs at the same time: quote the pro, and reassure the person who has never bought a generator before.
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3
Authorized brands carried on one storefront — Milwaukee, Generac, Armada
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2
Currencies and markets served from the same catalogue (US / Canada)
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10+
Years of field experience behind the product guidance, per the company
02 — Our approach
Give the pro an account, and give the homeowner an explanation.
We built the store around two entry points. Professionals get a B2B signup path, wholesale pricing on request, financing and a dedicated contact route. Everyone else gets category pages that lead with the decision they are actually making — keep the operation running during an outage, charge a fleet, test a circuit — instead of a wall of SKUs.
Brand equity does the rest of the work. A brand directory and dedicated Generac and Armada pages carry the authorized-distributor status, the warranty terms and the sizing questions buyers ask before they commit, so the trust argument sits on the site rather than in an email thread.
The catalogue itself is organised the way the business talks: standby generators, transfer switches, portable generators, EV chargers, solar and battery, surge protection, water pumps, pressure washers, solar lighting.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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