Case study · Wholesale commerce

Wholesale ordering, down to the last detail.

For Redstone Foods, we built an online storefront connected to the systems behind the business — bringing customer-specific pricing, a specialty food catalog, and wholesale order management into one buying experience.

B2B e-commerceERP integrationRuby on Rails
ERP-connectedCatalog & order exchange
Account pricingCustomer-specific rates
Repeat ordersFavorites & order history
Sales toolsAssisted customer ordering
Redstone Foods
The context

A specialty catalog. A complex wholesale business.

Redstone Foods distributes specialty candy, glass-bottle soda, and gourmet food products. Behind the colorful storefront sits a wholesale operation with account-specific prices, case and unit quantities, seasonal assortments, and established fulfillment systems. The online store needed to work with that operation at every step.

01 · The challenge

Bring the business rules into the buying experience.

Wholesale customers need more than a product page and a checkout button. Their prices, purchasing units, delivery addresses, and account relationships all have to carry through to the order.

  • 01Reflect customer pricing agreements, discounts, and time-limited promotions.
  • 02Keep the online catalog aligned with ERP product, vendor, and category data.
  • 03Support self-service buyers and the sales teams who place orders for them.
02 · The build

A storefront wired into wholesale operations.

The Ruby on Rails application connects a customer-facing store to Redstone's ERP. Scheduled imports bring product data into the catalog, pricing queries resolve account rates, and an order export translates web purchases into the format the existing operation expects.

01

Catalog integration

Import products, vendors, categories, pack sizes, and promotions from ERP data, with scheduled image synchronization.

02

Account pricing

Resolve customer-specific rates and eligible deals from the pricing system, then refresh cart prices before order submission.

03

Order handoff

Export customer numbers, shipping details, item quantities, and units of measure in the ERP's web-order format.

03 · The product

Easy to browse. Built to replenish.

Seasonal discovery and everyday purchasing share the same storefront, with account tools that help buyers return to the products they need.

Screens from the current public Redstone Foods website. The case study describes our Rails implementation.

Advanced search with item number, UPC, manufacturer, season, and dietary filters alongside a wholesale product table
01Advanced search brings item numbers, UPCs, manufacturers, seasonal filters, and product attributes together. Click to enlarge ↗
Redstone product catalog with photos, item numbers, pack sizes, and manufacturer information
02The product catalog presents the pack sizes and item details wholesale buyers need to compare products. Click to enlarge ↗
Valomilk product page with product image, pack size, UPC, manufacturer, and related products
03Product detail connects imagery and descriptions with purchasing information and related products. Click to enlarge ↗
04 · The result

One buying experience, connected to the business.

  • 01Customers browse a catalog populated from ERP data and buy at their account's prices.
  • 02Favorites, saved addresses, and order duplication support recurring wholesale purchases.
  • 03Sales and customer service staff can order on behalf of customers with role-based access.
  • 04Administrators manage account approvals, orders, merchandising, and import reporting from the same platform.
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