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Case Study

Small Business Sees Yearly Sales Increases Since Creating PunchOut Store

September 19, 2022October 17, 2023

There are not many businesses today that can claim to have employed five generations of people from the same family but, after being in business for over 113 years, Midwest Technology Products can say just that. Today, Midwest Technology Products works exclusively with educators worldwide, providing quality products, furniture and supplies for makerspaces and fab labs, as well as Career & Tech Ed and STEM instructional spaces. In 2013 when their customers started transitioning to eProcurement, which favored vendors with the capability to PunchOut to their marketplaces, Midwest Technology Products knew it was time to create a PunchOut store for their 500-page catalog.

About Midwest Technology Products

Located in Sioux City, Iowa, Midwest Technology Products is a small (just under 20 employees), woman and minority-owned business that offers 11,000 products from 700 vendors. Through their unmatched customer service, they have built relationships with a broad network of school purchasers including teachers, administrators, purchasing agents, and curriculum directors.

Unlike a lot of their competitors, Midwest provides consulting for the layout and equipment requirements of their clients’ projects. They have designed and installed hundreds of specialty workspaces filled with durable, trade quality tools and equipment and their project management team can see a project through from specifications to coordinated delivery. They also offer kits, so customers have everything they need to make labs or makerspaces on their own. In addition, their products are unique; many of the items in their catalog cannot be found anywhere else online.

Midwest Partners With EqualLevel to Create eCommerce Site

In 2013, in order to continue to reach their customers who were transitioning to private marketplaces, Midwest Technology Products partnered with EqualLevel to create a PunchOut store. EqualLevel’s catalog management software, EqualLevel GO, offers small OEMs or distributors who may have limited IT capabilities the opportunity to establish a PunchOut catalog store, or PunchOut store, that integrates with ERPs. This allows the products from small companies to appear alongside those of their bigger competitors in the eProcurement marketplaces of large-scale buying organizations such as purchasing cooperatives and school districts.

To transfer their catalog, Robin Peterson, former President, was tasked with creating the line item data for Midwest’s 11,000 products including creating key words, sourcing images, and writing short- and long-form descriptions. The information was then sent to EqualLevel and through EqualLevel GO, they were able to create Midwest’s PunchOut store.

PunchOut Opens Doors

Midwest’s PunchOut store has opened doors that were previously closed to them due to their lack of eCommerce capabilities. They have been able to get in front of public sector organizations as well as other markets previously inaccessible to them. It has also improved their bottom line in other ways. Just through having all the specifications of their 11,000 products online, they have been able to reach more customers and make more sales. “Even when people don’t order through the website, and call in an order instead, our eProcurement marketplace has still served a purpose as a marketing tool. Most of the time the client will have used the site to learn and discover first, before picking up the phone to order.”

Since engaging with EqualLevel and transitioning to eCommerce, Midwest has not looked back. “Every year since creating our PunchOut store we have seen sales increase,” said Peterson. By utilizing EqualLevel GO to facilitate the creation of their eCommerce site, they now reach more customers in their target market than ever before.

Blog

How EqualLevel GO “Levels the Playing Field” for Small & Disadvantaged Businesses

August 19, 2022October 26, 2023

When making purchases, procurement professionals expect the same functionality they experience as consumers shopping online at home. They want a seamless experience between their purchasing or Enterprise Resource Planning (ERP) system, and their approved vendors’ most up-to-date product and pricing information. In order to do this, businesses need to have a PunchOut store or the capability to PunchOut. Because this can be technologically complex, public sector organizations often inadvertently favor larger, more sophisticated vendors with this capability, and small businesses can get left in the dust.

“Every year since we have had our PunchOut store, sales have increased.”

Robin Peterson
Midwest Technology Products

How can small/disadvantaged vendors compete against the big guys, especially if don’t have an online presence already?

EqualLevel GO gives small OEMs or distributors, who may have limited IT capabilities, the opportunity to establish a PunchOut catalog store, or PunchOut store, that integrates with ERPs. This allows small companies to appear alongside their larger competitors.

A PunchOut store is a web-based, supplier-managed catalog storefront. The PunchOut store can be custom built on top of an existing eCommerce site or, more commonly, managed for the supplier by a third-party solution provider. Buying organization employees can access the supplier’s PunchOut store directly from their eProcurement marketplace, also known as “punching out” to the supplier’s site, or “PunchOut.” PunchOut allows the organization to maintain full control over order approval and payment.

How PunchOut works

The customer connects, or “punches out,” from their company’s system to a supplier’s eCommerce site. The PunchOut site identifies the buying organization and displays the appropriate products and prices. The shopper searches and selects goods they wish to purchase and adds them to their cart on the PunchOut site. At the end of the shopping session, the shopper checks out, which sends descriptions and prices of the goods placed in their cart to their ERP system.

Benefits of EqualLevel GO

EqualLevel GO’s PunchOut commerce site is scalable, easy-to-use and administer, and is provided at no charge to sellers when combined with EqualLevel’s buy-side eProcurement Marketplace solution.

EqualLevel GO customers experience tangible benefits, such as:

Increased Average Order Value

A PunchOut catalog store, combined with up-selling and cross-selling, is a powerful combination that increases total and average order value. Suppliers can show related and complementary products in their PunchOut store shopping cart and can anticipate and make adjustments that will increase the average sale.

Greater Ability to Attract Big Customers

When it comes to gaining large customers, a PunchOut catalog store is a win-win. Big enterprises are often on the lookout for suppliers who can allow them to order directly through their ERP procurement system. For many large organizations, PunchOut is a ”must-have” for engagement.

Improved Sales Productivity

A PunchOut catalog store streamlines the sales process because it produces more accurate orders. This means less time is spent correcting orders, which improves response times and overall productivity.

Improved Customer Relationships

By simplifying the purchasing process, suppliers strengthen customer relationships by receiving and responding to orders more quickly.

Click here to learn more about EqualLevel GO.

Further Reading

Small/disadvantaged customers like Midwest Technology Products, GBEX, and El Paso Office Products have implemented, or are in the process of implementing, EqualLevel GO to ensure their products are showing up in the search results of big buyers. Below are their stories:

Supplier Spotlight: Midwest Technology Products

Supplier Spotlight: El Paso Office Products

Supplier Spotlight: GBEX

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