A long-established wholesaler with a nationwide branch network.
The client is a leading Australian electrical wholesaler serving trade professionals through an extensive branch network of 105 stores across the country. Its core customers are electricians and contractors, many with longstanding relationships with the business. The organisation wanted its digital channel to grow at the same pace as its physical network — but a fragmented web estate was holding it back. IXC Digital was engaged to lead the transformation from discovery through delivery.
Three disconnected websites created one fragmented journey.
Customers moving from product research to purchase crossed experiences that looked and behaved differently.
Product data was incomplete and unstructured, marketing depended on IT for routine changes, and there was little analytics visibility into what customers actually did — while competitors kept investing in digital commerce.
Separate websites — corporate, trade purchasing, and specialist services never behaved the same way twice.
Content edits marketing could make alone — every small change went through IT or an outside vendor.
Analytics visibility — nobody had a clear picture of what customers were actually doing on-site.
What the project had to deliver.
Bring it together
Consolidate corporate content, specialist services, and the trade purchasing portal into one coherent platform.
Get IT out of the way
Let marketing run the CMS day to day, without leaning on IT or third parties for every change.
Build for later
Take a cloud-first approach and lay foundations that could carry the post-launch roadmap.
Lift the quality
For the first release, do the important things well rather than shipping everything at once — and make it work properly on mobile.
Work out the detail first. Then build it in sprints.
We didn't start with code. First, we worked to understand how the organisation operated and what the platform genuinely needed to achieve, with agreed requirements documented before development began.
Everything was documented
Every requirement captured in a traceability matrix — 150+ features, each tied back to a page template, its rules and a user story. Very little was left open to interpretation.
It ran in sprints
Delivery structured across more than ten two-week sprints, with clear visibility of work in progress, completed scope, and upcoming priorities.
Marketing could publish safely
A proper content workflow — draft, review, ready, published, archive — and CMS roles set up from the start, so marketing could own content without breaking the site.
We checked before committing
The client had already completed an initial proof of concept and early wireframes. We reviewed platform direction, design and hosting, and gave recommendations before production began.
Kentico at the core. Custom-built where it needed to be.
Xperience by Kentico became the platform backbone, providing marketing automation, content workflows and admin controls a lean internal team could manage — with custom .NET 7 and React components wherever standard capabilities fell short of a complex B2B trade operation.
Public & Trade ExperienceOne experience
Public and authenticated journeys in one site — pricing, stock visibility and purchasing reserved for verified trade accounts.
B2B job-list cart
Customers prepare quotes and place orders in one place — the standard commerce cart couldn't support this, so we built one that could.
The full trade account
Application, registration, verification, multiple sub-accounts, orders, invoices, statements and payment by EFT or card.
Branch-aligned orders
Orders confirmed digitally and fulfilled through the right branch, synced to the ERP via an integration layer.
One branch locator
Replacing several legacy locators with a single, consistent experience.
Training & bookings
Existing training registration and specialist-centre booking journeys, consolidated and improved.
Search that works
Elastic-powered search on structured product data, helping customers find complete, relevant results.
Connected marketing
Email journeys, newsletters, forms and personalisation through Kentico, integrated with the client's CRM.
SEO handled through the move
URL structure, redirects, metadata and sitemaps protected rankings during consolidation, with GA4 and Tag Manager for reporting.
The stack behind the platform.
One platform. More control. Room to grow.
Three previously separate websites now operate through one Kentico platform. Customers move from product research to quote creation and ordering without leaving the experience, while marketing manages content and campaigns without routine dependency on IT.
Product data is finally structured and searchable, and the modular, cloud-based platform gives the client a strong foundation for future commerce and digital-service growth.
IXC Digital gave us back control of our own website. We used to wait weeks for a content change — now our team makes it themselves, the same afternoon.— Head of Digital, National Electrical Wholesaler (placeholder — replace with a real, sign-off'd quote before publishing)
What this engagement reinforced.
Reviewing a client's existing proof-of-concept and wireframes before production delivery saved rework — practical recommendations up front beat a mid-sprint pivot.
A 150-item traceability matrix is only worth building if it's actually used to plan sprints — treating it as a living document kept scope honest throughout.
Content workflow needed to exist before go-live, not after — retrofitting governance onto a live CMS is a much harder conversation.
The kind of work we're built for.
Disconnected systems, complex B2B workflows, and a client that needed an outcome its own team could operate confidently. Our Kentico expertise is supported by custom engineering wherever the platform needs to be extended — and requirements stay documented, with delivery progress visible throughout.