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Brennan Industries is one of the largest privately held manufacturers and distributors of hydraulic fittings, adapters and fluid-power components, serving industries such as construction, aerospace, oil & gas, and manufacturing. With a global footprint across North America, South America, and beyond, Brennan offers a catalog of over 20,000 products and operates primarily through distributors and OEM partnerships. Their business is deeply rooted in B2B operations, combining large-scale inventory capabilities with strong engineering expertise and customer-focused service. While Access Solutions led and executed technical implementation and system integration, CCG provided strategic leadership defining the digital experience, content structure, marketing and overall project alignment, ensuring the solution supported both operational efficiency and long-term growth.
Manufacturing / Industrial Supply & Equipment
#B2B #Business Analysis #Customization #Development #Integration #QA #UI/UX Design #BigCommerce #React.JS #Industrial Supply & Equipment #Manufacturing
Duration: 7 months and ongoing with a phase 2
Brennan’s existing eCommerce platform was no longer aligned with the complexity of their operations or their growth ambitions. The legacy WooCommerce setup lacked true B2B functionality and relied heavily on manual processes, including re-entering orders into NetSuite and managing disconnected data across systems.
For customers, it was challenging to access full accurate pricing or inventory data, leading to friction in the buying process and increased support overhead. At the same time, international operations were fragmented across multiple storefronts, creating inconsistencies in both branding and user experience.
Internally, limited IT bandwidth and growing system complexity made it difficult to maintain and scale the platform. Brennan needed a solution that could unify operations, automate processes, and support an up-to-date B2B buying experience.
Compounding these challenges, the project was constrained by a strict deadline tied to a major industry trade show. Brennan required Phase 1 of the platform to be fully implemented, tested, and live ahead of the event, leaving little room for delays and requiring precise coordination across all teams.
Platform & Architecture
Access Solutions led the migration from WooCommerce to BigCommerce B2B Edition, providing Brennan with a SaaS-based platform designed to support complex B2B operations. To enable seamless communication between systems, a middleware layer leveraging AWS and iPaaS capabilities was implemented to handle data transformation, business logic, and system orchestration.
The project followed a phased rollout approach, allowing Brennan to launch core functionality quickly while building a foundation for future enhancements.
ERP & Data Integration
A key component of the solution was the deep integration with NetSuite ERP. Real-time API connections were implemented to deliver accurate customer-specific pricing, up-to-date inventory availability, and seamless order synchronization between systems.
This integration eliminated the need for manual order re-entry and significantly improved data consistency across the organization. Automated workflows ensured that orders placed on the website were immediately reflected in NetSuite, while scheduled synchronization processes kept order statuses, invoices, and customer data aligned across platforms.
PIM Integration & Content Alignment
The integration with Catsy PIM established a centralized source of truth for all product data, including specifications, attributes, images, and documentation. This ensured that product information remained consistent, accurate, and easily maintainable across the entire digital ecosystem.
In collaboration with Cummings Creative Group (CCG), this structured approach to product data also supported a more effective content strategy. Product content, technical specifications, and marketing messaging were aligned to deliver a consistent and informative experience for end users.
B2B Functionality
The platform leveraged BigCommerce’s native B2B capabilities to deliver a custom experience for Brennan’s customers. This included the implementation of company accounts (hierarchical structures are in the implementation for the second phase), role-based user permissions, and customer-specific pricing models.
A self-service buyer portal was introduced to allow customers to manage their accounts, access order history, and streamline purchasing processes. This significantly reduced reliance on manual support and enabled a more efficient buying experience.
UI/UX Design
The website experience was redesigned to align with Brennan’s brand, product complexity, and B2B customer expectations with a design approach focused on clarity, usability, and efficiency, ensuring that users could easily navigate a large and technically complex product catalog. Custom UI/UX solutions were implemented across key pages to support attribute-driven product selection and simplify the purchasing journey for B2B users. The design prioritized functional efficiency over visual complexity, reflecting how Brennan’s customers research and purchase products in real-world scenarios.
All design concepts and UI decisions were reviewed and approved by Brennan stakeholders, ensuring alignment with internal expectations and business requirements before implementation.
Customer Experience & Content Strategy
The user experience was designed to balance functionality with clarity, ensuring that customers could easily navigate complex product catalogs and make informed purchasing decisions. Price validation across PDP, SRP, cart, checkout, shopping lists, and quotes ensured pricing accuracy, while multi-warehouse inventory visibility provided transparency into product availability.
Technical product information was enhanced through CAD file integration, allowing users to access detailed specifications directly from product pages.
Operational & Marketing Enablement
The solution also enabled stronger alignment between operational systems and marketing tools. Integrations with platforms such as HubSpot, implemented through form-based workflows, enabled effective lead capture for guest users, while also supporting hidden tracking for authenticated users by submitting background forms on file downloads to provide Brennan’s team with detailed insights into user activity and content engagement.
At the same time, improvements to site structure, content organization, and SEO foundations ensured that the platform could support ongoing digital marketing initiatives led by CCG.
The new platform transformed Brennan’s eCommerce operations into an integrated ecosystem, significantly reducing manual processes and improving data accuracy across pricing, inventory, and orders. Despite a compressed timeline, Phase 1 was successfully delivered and launched ahead of a key industry trade show, enabling Brennan to showcase its new digital capabilities. In partnership with CCG, the solution also established a strong foundation for digital marketing and growth, while ongoing Phase 2 enhancements continue to expand functionality and customer experience.
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