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Northern Radiator Logo

B2B eCommerce Website

Northern Radiator Logo

B2B eCommerce Website


Northern Radiator is a supplier headquartered in Willmar, Minnesota sourcing and engineering high-quality heating and cooling products since 1971. With 20 regional distribution centers throughout the United States, Northern Radiator prides itself on delivering quality engineered products with quick order turnaround times and superior order filling.

As end-users become smarter about how to source their products and use new technologies to research their options, Northern Radiator wanted to be sure their brand would be visible to customers online to gain their awareness in their moment of relevance. Additionally, they needed to provide their distributors the ability to sign-in and view pricing information and real-time inventory details.


Northern Radiator began their digital transformation in an effort to increase customer self-serve and begin meeting their customers where they were at. To do so involved creating digital resources for internal and external customers and added the Knowledge Center.

Before partnering with Insite Software, Northern Radiator utilized a simple transactional eCommerce site. However, the site hit a sales plateau and the store front was not meeting the customer self-serve initiatives Northern Radiator hoped to offer. They were seeking a technology that could evolve over time and serve the needs of their customer base efficiently. Northern Radiator wanted to get a pulse of their customers’ preferred channels of interaction with the business and gently push them forward in the technology space.

Northern Radiator sells to nearly 30 different customer types, which is one of their leading challenges. Some of their most loyal customers are late adopters of technology so Northern Radiator was challenged with creating relevant and intuitive solutions online and making the channel worth utilizing, while giving more web-savvy end-users a place to find their brand online.

Northern Radiator accepts the challenge to remain committed to quality and service while offering competitive pricing. It is important to manage the market segment and invest in digital marketing that makes it clear that Northern Radiator will always deliver the highest quality products. Real-time eCommerce access to availability, pricing, and ordering gives Northern customers the edge they need to compete in today’s market.


Initially, Northern Radiator had narrowed their search to three B2B eCommerce options. The first fell out of the running because the price was quoted so low that it didn’t seem that the provider was understanding Northern Radiator’s needs. Ultimately, for Northern Radiator, Insite Software was the best fit because Insite was taking the time to understand their business model, future needs and assist in addressing their market challenges. Additionally, Northern Radiator valued the relationship with Insite and the comfort that came along with it.

When asked why Northern Radiator selected Insite, Hope Thompson, President at Northern Radiator said, “Insite made us believe that they wanted to understand our business and the way we go to market.”


Success for Northern Radiator means that they see growth, exceed their customers’ expectations, and continue to implement improvements that make it easier for customers to do business with them. Today, just over 1/3 of their sales come from their online channel.

“The flexibility with the Insite Platform versus the Infor platform, which was the storefront we were on previously, allows us to do eCommerce the way we want to do business. We don’t have to conform to someone else’s rigid box,” said Thompson, when asked about their satisfaction with the Insite solution.

Many companies, including Northern Radiator were built on relationships, handshakes and face-to-face meetings between sales and customers, so tailoring their solutions to people who like to self-serve online is a major shift in their business model; a challenging but necessary endeavor.

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