Case Study: Alan Howard achieves B2B ecommerce growth with Red Technology

Alan Howard streamlines B2B ecommerce across 25 stores with Red Technology

Alan Howard, a major UK-based trade supplier of hairdressing and beauty products, faced challenges with a restrictive ecommerce platform that was further exposed when the COVID-19 pandemic forced all customer interactions online. They needed a new solution to increase online turnover and provide more value through advanced web features. They selected Red Technology and its tradeit platform for the replatforming project.

Red Technology implemented a comprehensive B2B ecommerce site with a retail-like experience. The solution included advanced B2B functions like user management and online invoice payment, an innovative bundle builder for customized product packages, and a complex fulfilment system supporting nationwide courier delivery, local delivery from their 25 stores, and click & collect. The project also featured two-way integration with their Sparkstone ERP system. This new platform provided a single customer view and allowed Alan Howard to offer exclusive promotions and a loyalty program to its trade account holders.

Alan Howard