Rockler Woodworking Streamlines E-commerce Infrastructure

Jennifer Guhl
Contributor Writer
Jennifer Guhl

Rockler Woodworking, a retailer of woodworking tools and supplies, will streamline its e-commerce infrastructure and overhaul its legacy ERP infrastructure and point-of-sale system, modernizing its business practices and delivering superior business outcomes. Partnering with Visionet, these upgrades will help to update their commerce operations and customer experience, ensuring a heightened shopping experience that enhances customer loyalty and satisfaction.

Visionet customized a centralized platform for Rockler, incorporating technologies like Microsoft Dynamics 365 and PartnerLinQ, to manage operations and provide accurate and up-to-date data through integration with third-party systems. Microsoft Dynamics 365 Commerce was implemented to assist the call center, order management, retail point of sale systems, and eCommerce channels.

See Also: The Paper Store Optimizes Store Operations with Cloud-Based POS System

PartnerLinQ IP was used for EDI integrations, third-party integrations, and data mitigations, while Visionet provided curbside pickup and buy-online pickup-in-store (BOPIS) capabilities for the platform.

"Visionet's solutions have resulted in a streamlining of operations, consolidating internal data silos and system maintenance, increased ROI, and, most importantly, great customer experience,” said Greg Guentzel, senior director of IT with Rockler. “As a direct-to-consumer company, this was absolutely essential for us."

Launching their partnership in 2022, Rockler noted that Visonet’s retail expertise combined with their comprehensive approach to integrated solutions made them the ideal partner for these upgrades, leading to the modernized IT system helping to attract a new generation of savvy woodworkers.

The soon-to-be 70-year-old company is headquartered in Minnesota and has over 60 retail operations in the U.S. and Canada, and is the largest online retailer within the woodworking industry. Rockler has developed over 1,000 unique products, carrying top power tool brands, including Festool, SawStop, Laguna, Skill, Powermatic, and JET.

They also have exclusive in-store offerings, including woodworking classes at various locations, providing individuals with the tools, materials, and safety gear necessary to complete various woodworking projects in accessible small groups.

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