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The Best Way to Celebrate a Legacy is to Build an Even Stronger Future

Behler-Young Logo

The Best Way to Celebrate a Legacy is to Build an Even Stronger Future

Fully functional eCommerce integrated with the Infor A+ ERP

Less than 1 year after launch, nearly 10% of sales are online

Founded in 1926, launched InsiteCommerce in September 2018

Strong History, Stronger Future

When your business survives the depression and World War II, you know you’re doing something right. In 1926, lifelong friends, John E. Behler and Wayne H. Young founded a HVAC/R wholesale distribution business that did just that.

Three generations later, Behler-Young has continued a commitment to the ethics, quality, excellence and teamwork that have characterized the company since its inception. Today, Behler-Young represents hundreds of manufacturers and serves thousands of customers throughout Michigan and Northwest Ohio with 18 branches and a 140,000 square foot distribution center in Kensington Park, Michigan.

Behler-Young strives to be the highest value provider of HVAC/R products and services in its market. To do this, the company centers its attention on its customers, promising the highest quality service possible. In its 90 year history, Behler-Young’s missions and values haven’t changed, but technology and customer expectations have.

Pushing the Envelope of Digital Transformation

Within the HVAC/R industry, companies are fairly traditional and often view eCommerce as an unnecessary or even burdensome change. But Behler-Young is no stranger to breaking out of stagnation. Though there were not a lot of lookalike distribution companies to reference as it underwent digital transformation, Behler-Young took the initiative and ventured into eCommerce.

Why? Because customers were asking for it. And since day one, Behler-Young has centered its attention on its customers.

Given its limited footprint, generating leads and new business was a challenge for Behler-Young, but the main priority for digital transformation was always about making it easier for Behler-Young customers to do their jobs.

Moving from a Limited Experience to a Seamless One

When Behler-Young initially launched its eCommerce journey, the company utilized Infor Storefront for basic eCommerce, Billtrust for invoicing, a separate content marketing site and a mobile application. But none of the tools were integrated which caused customer friction instead of customer enablement. As a result, customers weren’t adopting digital.

Traditionally, customers called to pay their invoices or check their order status, which limited Behler-Young’s team and prevented its customers from being self-sufficient. We talked with Kari Schellie, Senior Marketing Manager at Behler-Young to find out more.

“At first none of our tools were integrated which made it difficult for customers to do business with us. We weren’t giving our customers the tools to be able to service themselves, and they want that option,” said Schellie.

Finding the Right Fit

Behler-Young envisioned a world where customers could pay their invoices, view their history and place their orders all in the same space. A seamless user experience – not a disjointed one. Just as John and Wayne had a vision when they launched the company, Behler-Young’s digital marketing team had a vision for an even stronger future.

Behler-Young wanted a solution that would merge the digital experiences together, while better enabling its customers to do business with the company.

In addition, the new solution would need to integrate with the Infor A+ ERP to reflect all the processes onto the site. If the solution couldn’t do that, the rest of the technology wouldn’t have mattered.

Behler-Young also recognized the importance of features like search, account information, marketing and promotions when they set out to find the right solution for the business.

Behler-Young was not looking to conform to a rigid eCommerce box. They sought out a solution that could be customized for the company’s needs.

“Selecting Insite came down to the promise of a partnership. Insite Software’s philosophy lined up really well with how we do business. The partnership paired with the powerful technology is what sealed the deal for us.”

– Kari Schellie, Senior Marketing Manager

“Selecting Insite came down to the promise of a partnership. Insite Software’s philosophy lined up really well with how we do business. The partnership paired with the powerful technology is what sealed the deal for us.”

– Kari Schellie, Senior Marketing Manager

“Selecting Insite came down to the promise of a partnership. Insite Software’s philosophy lined up really well with how we do business. The partnership paired with the powerful technology is what sealed the deal for us.”

– Kari Schellie, Senior Marketing Manager

Behler-Young partnered with Insite because the solution checked all the boxes and would help take eCommerce to the next level.

“Selecting Insite came down to the promise of a partnership. Insite Software’s philosophy lined up really well with how we do business. The partnership paired with the powerful technology is what sealed the deal for us,” said Schellie.

The New World

Now a Behler-Young customer can order products, create lists, cross reference their order history with their invoices and register for training in the same place.

Cross-functional interaction between the technology systems is finally a reality. Insite easily integrated with all of Behler-Young’s tools.

Behler-Young is working with its customers to continuously grow and improve their site. The company has set aggressive goals to increase sales and gross profit.

In Schellie’s words, “This is not a project, there is no end date. This is about continuous improvement.”

Insite is proud to partner with a company that is future-proofing its business. It’s clear that the team at Behler-Young recognizes its strong roots that were planted over 90 years ago, and knows how to innovate and transform, so they may serve its customers for the next 90 years.

That’s a heritage to celebrate.

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