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By Going Beyond the Order, Amerhart Inspires People and Communities to Achieve their Own Version of the American Dream

Amerhart Logo

By Going Beyond the Order, Amerhart Inspires People and Communities to Achieve their Own Version of the American Dream

8.7 out of 10 Customer Likelihood to recommend

Over 880 registered online users through

Founded in 1940, launched InsiteCommerce in February 2019

Empowering Americans to Chase their Dreams Since 1940

A white picket fence surrounding a 3-story house. Beautiful car. High paying job. Every individual has a different version of their American dream. And over time those dreams evolve.

Amerhart, a Midwest distributor of lumber and building materials, has been committed to working with people and communities to attain their American dreams since 1940 – whether that’s a new home, a deck or a complete kitchen remodel.

Just as dreams evolve, so too does technology. For a company that’s been in business for 75 years, it would be easy to fall back on doing business the way they’ve always done it. But that’s not the culture Amerhart has built. They’re shifting their business to account for advanced technology and evolving customer expectations. Amerhart is making a paradigm shift.

Beyond the Order

Amerhart is laser-focused on improving the lives of customers, employees and communities. Their promise goes Beyond the Order. Their service model is focused on providing a superior customer experience, from before an order is placed to after delivery occurs.

A Commitment to Change

However, leadership at Amerhart has an understanding of the changing landscape. Customer expectations are evolving. The workforce is getting younger. More and more, people prefer to transact electronically when they can. Sales representatives are itching for more productive tools to do their jobs. That’s why Amerhart isn’t afraid of change.

Engrained in Amerhart’s culture is the idea of “bleeding [Amerhart] green.” Employees are willing to do whatever is in the best interests of Amerhart, but change still takes time. Over the last year and a half, Amerhart has introduced a lot of technology. They’ve deployed an Intranet, increased the use of collaboration tools to enhance communication across 10 branch locations, and transformed from a static website to a dynamic online store focused on delivering the best possible user experience.

It speaks volumes about the culture at Amerhart. People are loyal. They’re all committed to the same end goal. They want to deliver the best possible experience for their customers. They want the company to be profitable, sustainable and forward-thinking.

Beyond the Basics to Fully Functional Commerce

Amerhart first launched its eCommerce journey by deploying an online system built on a legacy platform provided by their ERP vendor. While the platform provided a tactical solution, it didn’t fully address the broader strategic goals the company had for eCommerce, and it could not provide the experiences customers expected. Product descriptions, searchability, account accessibility and personalization capabilities were just some of the limitations Amerhart sought to overcome.

While maintaining the personalized level of services its long-time customers valued, Amerhart noticed that younger buyers who were entering the workplace wanted a more consumer-like feel when placing their orders electronically. Amerhart knew it was time to reinvest and build something better. Led by CEO Mark Kasper, they composed a team of eCommerce decision-makers including VP of IT Rick Johnson, VP of Finance Chad Warpinski and Sr. Systems Architect, Nate Wotruba.

The team knew they needed a platform that would offer them fully functional eCommerce capabilities. We talked with Nate Wotruba, Sr. Systems Architect, to get the inside scoop on how they found their new solution.

Finding the Right Fit

Amerhart looked into some major players in the eCommerce world like SAP. However, they didn’t want to be a small fish in a big pond of a provider like SAP. They didn’t want to have support that would be slow to react. They wanted a provider that was nimble and agile. A company that would put Amerhart first and listen to them for product feedback.

Amerhart also knew that there was an important distinction between B2B and B2C eCommerce. They looked into platforms that were more B2C friendly like Magento, but trusted that they needed a B2B-based platform.

“I’ve been in both sides of eCommerce – B2B and B2C. I can tell you from my experience that B2C is simpler. Pricing, inventory levels and deliveries are all straight forward in B2C. B2B is far more complex with factors like customer contracts, special pricing, promotion, personalization, and deliveries to multiple branches. We needed to partner with a company that was in the B2B space and understood its complexities,” said Wotruba.

B2C and B2B eCommerce do have some similarities. And consumers often take their expectations they’ve derived from B2C into the world of B2B. But there are important distinctions and divergences between B2B and B2C that cannot be ignored.

“For Amerhart, it came down to the focus that Insite has on B2B. We wanted to find a company that was all about the customer and was appropriately sized. We knew that Insite was exactly the right fit,” said Wotruba.

Amerhart’s site built on InsiteCommerce would enable customers to easily self-serve, increase the team’s efficiencies, and help Amerhart deliver the unique and personalized content experiences their customers and prospects expected.

The Bottom Line

Since incorporating InsiteCommerce, Amerhart has made major strides. It’s clear that Amerhart has met the mark with their online offering. Today, Amerhart has over 1,000 registered users and aggressive goals to onboard and activate new customers.

A survey Amerhart conducted following the release of InsiteCommerce revealed that customers were very likely to recommend In fact, on a scale of 1-10 the average likelihood to recommend the site was 8.7.

The same survey gave Amerhart some helpful insight into what customers enjoyed about the site and what they would like to see improved.

When asked what Amerhart could do better online, one customer said, “Nothing. You already have way more information available to me online than any other company in the industry.”

Another customer said, “Your online ordering tools are excellent and easy to use.”

Feedback on the site has been overwhelmingly positive. Since launching in February 2019, Amerhart has grown exponentially month-over-month. An openness to change and a commitment to delivering the highest quality customer service are key factors that have made the eCommerce journey so successful.

“Since I joined Amerhart, I’ve never been told no. For a company our size, that’s pretty incredible. The trust that’s been placed in my hands in terms of technology solutions and direction has been awesome. It’s why I am so loyal to this company,” said Wotruba.

A Paradigm Shift

Amerhart eCommerce Website

Incorporating Insite was about more than just deploying a new website.

“Initially we called this a project. But it’s more than that. It’s a change in the way that we do business. This isn’t something we’re launching and going away from. It’s a paradigm shift,” said Wotruba.

Before Insite, not only could the day-to-day work of order taking be labor-intensive, but stepping back to analyze the big picture also required considerable time and effort. In the digital world, staff are finding they have better and faster access to meaningful information. Everyone has more time to give to making data-driven decisions based on self-service customer events and transactions.

Continued Partnership

Amerhart values its partnership with Insite. Wotruba is part of Insite’s Customer Advisory Board driving the product roadmap and giving feedback on performance, functionality and more.

“With other software companies there tends to be a pretty common story. A company invests in the software, then the relationship changes once you’ve purchased the product. You are transitioned to the maintenance team or the support team. You submit a ticket and you go into a queue and the relationship changes drastically. That’s different with Insite. Dedicated Customer Success Directors are available to help whenever you need it,” said Wotruba.

Insite is proud to partner with Amerhart and is looking forward to watching the company achieve even more success with eCommerce.

“I can’t say it enough. We feel like a valued and appreciated customer. Insite is a true partner in this journey. We’re all part of a team.”

– Nate Wotruba, Sr. Systems Architect

“I can’t say it enough. We feel like a valued and appreciated customer. Insite is a true partner in this journey. We’re all part of a team.”

– Nate Wotruba, Sr. Systems Architect

“I can’t say it enough. We feel like a valued and appreciated customer. Insite is a true partner in this journey. We’re all part of a team.”

– Nate Wotruba, Sr. Systems Architect

What's Next

Today, about 60% of Amerhart’s product catalog is available online. In the coming months, the team aims to build out the online catalog to 100% and continue to onboard new customers.

Using InsiteAnalytics for eCommerce to measure success, the team feels it has the tools and data it needs to drive continuous improvement and strategic growth well into the future. Equipped with the right technology and the right partner, abundant data and feedback from engaged customers, and a team dedicated to innovation and collaboration, Amerhart is identifying new and better ways to deliver Beyond the Order so their customers and the communities they serve can continue chasing their American dreams. And that’s something we at Insite can get behind.

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