Beyond the Launch: AFA Industries

Everyone hears about the exciting website launch and the final case study, but this series is intended to highlight the REAL, every-day work that we do to help our clients succeed. We're pulling back the curtain to show the meticulous technical problem-solving that happens after the initial "Go Live," keeping operations running smoothly and efficiently.

In the Spotlight: AFA Industries

Today, we're spotlighting AFA Industries. Originally a manufacturer of sealing products for the automotive industry, AFA Industries, Inc., recognized early on the need for a dependable, quality-conscious, and reasonably priced supplier of heavy-duty engine parts. Since 1987, they have grown their domestic and international businesses, adding new product lines and extending existing ones to meet the needs of these specialized markets.

To support its extensive eCommerce operations, AFA Industries relies on a robust NetSuite ERP and SuiteCommerce solution. 

Our project focus for AFA Industries was on continuous platform optimization, user experience improvements, and enhanced system integrity. The challenges below illustrate how we fine-tune a complex integrated platform to meet the evolving needs of both the client’s internal teams and their customers.

Here is a breakdown of the challenges we solved, the concrete technical outcomes we delivered, and the direct benefits to the client’s operations and customer experience.

Product Information Transparency & Usability

The key to a successful eCommerce experience is ensuring customers can easily find and understand product information, regardless of complexity.

CHALLENGE: Complex product kits containing sub-kits were not available on the webstore, leaving customers unable to understand the complete product composition.

SOLUTION/OUTCOME: Built expandable nested component tables allowing customers to drill down through multi-level kit structures to view all sub-components, even for items not sold individually on the website.

CLIENT BENEFIT: Improved customer understanding of complete product composition, reducing support inquiries and enabling more informed purchasing decisions for complex kit products.

CHALLENGE: Customers needed visibility into cross-reference part numbers for compatibility and replacement scenarios.

SOLUTION/OUTCOME:  Added cross-reference field display to product detail pages, surfacing alternative part numbers and compatible products from NetSuite data.

CLIENT BENEFIT: Enabled customers to quickly identify compatible and replacement parts, improving product findability and reducing time spent searching for alternatives.

CHALLENGE: Multi-warehouse inventory required location-specific stock visibility for customers planning purchases across geographic regions.

SOLUTION/OUTCOME:  Implemented inventory display by warehouse location (Michigan and Texas) on product pages, pulling real-time stock levels from each NetSuite inventory location.

CLIENT BENEFIT: Empowered customers to make location-based purchasing decisions, optimizing shipping costs and delivery times based on stock availability at the preferred warehouse.

Role-Based Access and UX Enhancement

We focused on optimizing the platform for different user types to create a professional, seamless browsing experience.

CHALLENGE: Sales representatives needed the ability to view the product catalog without accessing sensitive pricing and financial information meant only for purchasing decision-makers.

SOLUTION/OUTCOME: Implemented a restricted user role allowing sales reps to browse products while hiding all pricing, invoices, order history, and purchasing capabilities. NetSuite role permissions integrated with front-end conditional rendering.

CLIENT BENEFIT: Enabled broader product knowledge sharing across the sales organization while maintaining financial data security and purchase authority controls.

CHALLENGE: Inconsistent PDP tab styling and organization created a suboptimal user experience for accessing product specifications.

SOLUTION/OUTCOME: Redesigned the product detail page tab interface with improved visual hierarchy, consistent styling, and optimized tab order (Details, Cross Reference, Components).

CLIENT BENEFIT: Enhanced product page usability and professional appearance, making it easier for customers to find critical product information.

Platform Integrity 

Maintaining a secure, clean environment is critical to operational efficiency.

CHALLENGE: Security vulnerability from lead form exploitation by malicious actors creating fake submissions.

SOLUTION/OUTCOME: Investigated and resolved lead form security vulnerability to prevent spam and malicious submissions.

CLIENT BENEFIT: Protected lead generation pipeline integrity and reduced noise in the sales workflow from fraudulent submissions.

Conclusion: Continuous Improvement is Key

The work for AFA Industries demonstrates that the value of a platform like NetSuite/SuiteCommerce is unlocked through continuous, technical problem-solving. By focusing on a clear Challenge, Solution, and Benefit structure, we demonstrate the direct value of deep technical expertise in making sophisticated B2B operations run seamlessly.

Stay tuned for the next installment of Beyond the Launch, where we'll share more insights into our day-to-day problem-solving

👉 Contact Snapshot today to learn how we can supercharge your eCommerce Strategy!