Beyond the Launch: Beno J. Gundlach, Co.

Welcome to the first post in our Beyond the Launch series!

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: Beno J. Gundlach, Co.

Today, we're spotlighting Beno J. Gundlach, Co., a family-owned and operated company founded in Belleville, IL, in 1927. They are a leading provider of high-quality tools for flooring professionals, built on a trusted reputation for craftsmanship. The company's mission is to enhance craftsmanship by providing long-lasting, innovative tools that help installers complete their work with speed and excellence. To support its extensive B2B operations and continue its commitment to professional installers, the company sought to modernize its digital presence by migrating their existing Django web platform to Shopify Plus.

Project Focus

This migration required deep expertise in Shopify B2B capabilities and a robust integration with their ERP, NetSuite.

The challenges below illustrate how we optimized the platform for professional B2B buyers and ensured a clean, automated flow of data between the storefront and the back office.  

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.

B2B Checkout & Order Compliance

For B2B merchants on Shopify Plus, the checkout must be tailored to collect specific business data and comply with accounting rules. We leveraged Shopify Checkout Blocks and NetSuite integration to achieve this.

CHALLENGE: Making Quote-Based B2B Shipping Work in Shopify Checkout

SOLUTION/OUTCOME: Customized checkout messaging and rate naming to display "Shipping Quote to Be Provided" instead of "Free," maintaining integration integrity between Shopify Plus and NetSuite.

CLIENT BENEFIT: Reduced customer confusion and improved order clarity for B2B buyers.

CHALLENGE: Enforcing Required PO Number Capture in B2B Checkout

SOLUTION/OUTCOME:  Implemented a required PO field using Shopify Checkout Blocks and mapped this critical data to NetSuite via Celigo.

CLIENT BENEFIT: Improved order data compliance and eliminated issues from missing Purchase Order (PO) numbers.

NetSuite Data Hygiene and ERP Automation

A successful B2B operation requires NetSuite to be the single, reliable source of truth. We focused on streamlining data flows using Celigo to enhance efficiency and maintain clean records in the ERP.

CHALLENGE: Eliminating Duplicate Prospect Records in NetSuite

SOLUTION/OUTCOME: Reconfigured Celigo mappings to assign a default 'CASH SALES customer' and remap to the company, eliminating prospect stratification.

CLIENT BENEFIT: Cleaner CRM data and reduced the need for manual record cleanup in NetSuite.

CHALLENGE: Product Visibility and Flow Synchronization

SOLUTION/OUTCOME: Reconfigured Celigo mappings to assign a default 'CASH SALES customer' and remap to the company, eliminating prospect stratification.

CLIENT BENEFIT: Cleaner CRM data and reduced the need for manual record cleanup in NetSuite.

CHALLENGE: B2B Pricing Export and Simplification 

SOLUTION/OUTCOME: Created a Celigo flow to export NetSuite price levels into an Excel file for internal use in quoting.

CLIENT BENEFIT: Enabled faster customer quoting for the sales team, using a single source of pricing truth in NetSuite.

CHALLENGE: Including Company Name on Shipping Labels 

SOLUTION/OUTCOME: Injected the company name into the Bill To/Ship To addresses in NetSuite via an address mapping customization.

CLIENT BENEFIT: Accurate company labeling reduced fulfillment errors in the warehouse.

Enhancing the B2B User Experience (UX) 

Making the procurement process easy for wholesale customers is key to repeat business. We leveraged the flexibility of Shopify Plus to introduce key user-friendly features.

CHALLENGE: Adding Wishlist/Favorites Functionality for B2B Users

SOLUTION/OUTCOME: Implemented the Wishlist Hero app, branding it as "Favorites," and styled it specifically for logged-in B2B users.

CLIENT BENEFIT: Enabled faster repeat orders and preserved legacy user functionality.

CHALLENGE: B2B Volume Display and Logic 

SOLUTION/OUTCOME: Customized templates on Shopify Plus to display compare-at prices only when appropriate for the distributor pricing context.

CLIENT BENEFIT: Reduced confusion on B2B pricing display and improved transparency for wholesale buyers.

Conclusion: Unlocking the B2B Potential 

The work for Beno Gundlach is a textbook example of how a unified commerce strategy—combining the B2B power of Shopify Plus with the operational control of the NetSuite ERP - leads to measurable improvements. 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!