Midwest Dental Rebuilds Its B2B Commerce Foundation with OroCommerce
Customer Success by the Numbers
ERP Integration
Payment Integration
integration via Greenwing Technology
The Challenge
With a legacy software built for B2C businesses, Midwest found that they had to heavily customize their previous Magento application to meet their business needs.
The extensive add-ons eventually ended in a major security hack into their payment gateway due to patch-work customizations. Their old software was not able to support constantly changing business requirements and the theme did not provide modern UX.
Additionally, the customizations of the B2C platform for B2B needs led to:
- a system that became slow and hard to manage
- the inability to set up custom pricing
- difficulties in setting up account management for multi-customer support
After reviewing multiple eCommerce solutions, Midwest decided that OroCommerce’s out-of-the-box B2B features made it the best candidate to successfully implement online commerce for their business.
The Solution
OroCommerce’s native B2B features meant that Midwest could avoid heavy customizations and add-ons. OroCommerce provided important B2B commerce features like custom pricing, account management, and customers hierarchy right out-of-the-box at no additional cost ensuring the business has ability to enable these new features as they move along with daily operations.
Using OroCommerce’s robust workflow capabilities, Midwest created multiple checkout workflows to add an approval process during checkout. For example, if an order exceeds budget permissions for certain users. If an order exceeds the user’s authority, the appropriate manager will receive a notice to approve the order. The checkout workflow also gives Midwest’s team (under the consent of the buyer) the ability to act on the customer’s behalf by having the ability to:
- review and approve an order
- submit an order for approval
- notify the requestor to submit an order
Once approved and submitted, the order enters the normal workflow for processing and the sales rep is updated.
OroCommerce also developed a new barcode scanner capability to allow mobile devices to scan items using quick order forms directly through the OroCommerce application. This was a huge step towards automating the order process to help their customers time in placing recurring orders.
Enabling Punchout for Institutional Buyers
Midwest Dental partnered with Greenwing Technology to add punchout catalog capability for institutional buyers. OroCommerce’s API-first architecture allowed Greenwing to connect eProcurement systems like Coupa and Jaggaer directly to Midwest’s catalog.
How it works:
- Institutional buyers click Midwest’s tile in their procurement system
- They land in OroCommerce, shop the catalog, and check out
- Cart data transfers back to their system for approval
- Once approved, the purchase order returns to OroCommerce electronically
Because the platform’s B2B features work the same way regardless of entry point, Midwest didn’t need separate systems for punchout users. Contract pricing, account hierarchies, and workflows operate identically for institutional and direct customers.
Results
Won University of Texas Health Science Centers contract
Eliminated manual PO re-entry, speeding order processing
Became UT's preferred supplier
Opened access to municipal and university contracts requiring eProcurement integration
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