How Richmond Supply Built & Scaled a PIM-Driven B2B Commerce
Richmond Supply at a Glance
85-year-old regional industrial supply company
Headquartered in Augusta, Georgia
Serves both B2B and B2C customers
Large and expanding industrial product catalog
Long-standing StrikeTru partner
Tech Stack
Platforms
Akeneo PIM
BigCommerce (B2B Edition)
Magnatron ERP
Magento (legacy platform)
Integrations
Akeneo PIM → BigCommerce
ERP → Akeneo PIM
Magnatron ERP → BigCommerce
1. The Problem
Richmond Supply’s digital growth was constrained by catalog complexity and operational friction.
Product data was managed largely at the flat SKU level, limiting structured merchandising, discoverability, and governance. Search and navigation required improvement. Daily price and availability updates depended on coordination across systems. Customer-specific B2B pricing across thousands of SKUs lacked scalable automation.
At the same time, the legacy commerce (Magento) environment required ongoing maintenance, limiting agility and slowing digital initiatives.
Richmond Supply needed more than a platform upgrade. They needed a modern, PIM-driven data foundation built for scalable commerce.
2. What Was Holding Them Back
- Flat SKU structures limiting product/variant relationships
- Manual effort in onboarding and enriching new product lines
- Inconsistent taxonomy and product data standards
- Limited automation between ERP, product data, and storefront
- Storefront with B2B capabilities for wholesale customers
- Customer-specific pricing managed with operational overhead
Without structural change, expanding the catalog would increase complexity instead of growth.
3. What They Needed
Richmond Supply required:
- A centralized PIM to govern product data
- Structured product models instead of flat SKUs
- Faster onboarding of new product lines
- AI-assisted enrichment to scale data operations
- Seamless ERP-driven price and availability automation
- A modern BigCommerce B2B storefront with advanced buyer features
- Tier-based B2B pricing across thousands of SKUs
The goal was to create a scalable infrastructure that supported both operational efficiency and revenue growth.
4. How We Solved It
StrikeTru led a comprehensive transformation across product data, commerce, integrations, and B2B enablement.
Established Akeneo as the Data Backbone
- Deployed Akeneo PIM as the single source of truth
- Restructured 30,000+ flat SKUs into organized product models and variants
- Standardized taxonomy, attributes, LOVs, UOMs, etc.
- Cleaned and rationalized the catalog
- Enabled internal teams to manage enrichment and governance in-house
Akeneo became the operational foundation for scalable data management.
Modernized Commerce with BigCommerce B2B Edition
- Launched a new BigCommerce storefront
- Implemented B2B Edition with company accounts and buyer workflows
- Enabled shopping lists, quick reordering, and improved search
- Reduced platform maintenance overhead
- Improved UX and merchandising flexibility
Commerce became easier to manage and faster to evolve.
Automated Tier-Based B2B Pricing
- Built integration from Magnatron ERP into BigCommerce
- Automatically generated 50+ customer-specific price lists
- Created a default B2B price list for standardized pricing
- Ensured thousands of SKUs reflected accurate daily pricing
- Eliminated manual pricing maintenance
This delivered pricing accuracy at scale while reducing operational effort.
Accelerated Product Acquisition with AI & Data Stewardship
- Sourced product data from Affiliate Distributors and other industrial databases
- Used AI to accelerate data enrichment
- Applied structured formulas and validation rules
- Combined automation with human data stewardship oversight
This reduced onboarding time for new product lines and allowed Richmond Supply to expand its assortment faster.
5. The Impact
Before StrikeTru
- Flat SKU catalog limiting discovery
- Manual pricing management
- Slow onboarding of new products
- Limited automation between ERP and storefront
- High maintenance complexity
After StrikeTru
- Akeneo PIM as centralized data foundation
- 30K+ SKUs structured and enriched
- AI-assisted onboarding accelerating product expansion
- Automated ERP-driven price and availability sync
- Tier-based pricing for 50+ B2B customers
- Improved SEO, searchability, and discoverability
- Scalable BigCommerce B2B storefront
Richmond Supply now operates on a modern commerce and product data infrastructure designed to support sustained B2B and B2C growth.
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