Kinetico is a leading provider of water softening solutions, known for its premium product range and dealer-led sales model. To elevate its digital customer experience and prepare for backend ERP migration, Kinetico replatformed from Adobe Commerce to Cloudfy’s B2B ecommerce solution.
With a need for improved UX, clearer product segmentation, and integration readiness for SAP and Salesforce, the project required a platform that could deliver scalability, configurability, and strong lead generation capabilities. Kinetico selected Cloudfy for its proven B2B features, self-service tools, and ability to support complex dealer interactions without custom development.
Products
- Dealer Interaction Tools
- ERP Integration Readiness (SAP)
- Salesforce CRM Integration (Planned)
The Challenge
Kinetico faced a range of digital and operational challenges that prompted the need for a strategic replatforming:
- Limited CMS capabilities and poor UX – The Adobe Commerce platform restricted content flexibility and failed to deliver a premium user experience.
- Confused messaging between value and premium product lines – Mixed product positioning created customer confusion and diluted brand clarity.
- No transactional support for flagship products – The site was lead-generation only, with no ability to sell core products online.
- Manual dealer processes and disconnected systems – Sales workflows relied on spreadsheets and email, leading to inefficiencies and errors.
- Poor SEO, accessibility, and content navigation – Technical limitations hindered discoverability, compliance, and user engagement.
- Lack of self-service tools and dealer portal – Dealers had no access to order history, pricing, or account management features.
- Declining margins due to inefficient digital engagement – High marketing spend wasn’t translating into proportional revenue growth.
- Preparation needed for SAP ERP migration – Kinetico required a future-ready platform that could integrate seamlessly with SAP without disrupting operations.
- Hard water lookup tool with poor UX – The most-used feature lacked intuitive design and wasn’t integrated into the broader customer journey.
- Low industry penetration and weak digital engagement – The legacy site achieved only 6% market reach, with limited traction across digital channels.
The Solution
Kinetico selected Cloudfy to deliver a scalable, user-friendly B2B ecommerce platform tailored to its premium positioning:
- ERP Integration Ready: Designed to integrate with SAP and Salesforce
- Dealer-Focused UX: Mobile-optimised, predictive search, and role-based access
- Content & Navigation Overhaul: Improved structure and persona-driven wireframes
- Order Management Tools: Templates, favourites, returns, and shipment tracking
- Multi-Tier Pricing Logic: Clear separation of value vs. premium products
- No Custom Dev Needed: Leveraged Cloudfy’s pre-built configurable features
Results
- Improved Lead Generation: Persona-driven wireframes and better UX increased engagement and conversion.
- Enhanced Dealer Experience: Role-based access and mobile optimisation empowered dealers with self-service tools.
- Streamlined Operations: Automated customer registration, order templates, and ERP-ready integrations reduced manual processes.
- Clearer Brand Positioning: Segmented product catalogues helped separate premium and value offerings.
- SEO & Accessibility Gains: Technical improvements boosted visibility and compliance.
- Future-Proof Platform: Ready for SAP migration and scalable for future regional or brand expansion.
Why Cloudfy
- Proven success in B2B ecommerce for trade customers
- Strong ERP integration capabilities (SAP, Salesforce)
- Configurable CMS and UX flexibility
- Cost-effective delivery with minimal custom development
- Trusted project management and technical support
