B2B Web Portal for Harding Display

About the client

For nearly a century, Harding Display has been a leading provider of point-of-purchase displays and in-store marketing solutions in Canada. They execute deliverables at all stages of retail activation through display design, manufacturing, distribution and market activation. Their clients include world-leading brands like Coca-Cola, Canon, De’Longhi, Dr Pepper, and others.

Industry Retail, Manufacturing Location Canada Engagement period Aug 2020 - Ongoing Technologies PHP (Laravel), Vue.js, Nuxt.js

Business challenge

Harding Display had worked with another software provider to build a preliminary version of a sales and logistics management web portal to streamline their collaboration with their customers. However, the system was poorly architected and lacked the foundation to build upon. 

Apart from enhancing the system for their own organisational needs, Harding Display aimed to offer it as a SaaS platform to similar manufacturers serving the same brands.

The objective was to automate workflow processes for:

  • Retail companies via a digital product catalogue, automated product approval, order placement, order customisation and communication with manufacturers.
  • Manufacturers by digitally showcasing their products, manage incoming orders, coordinate delivery schedules and supply chain management.

However, this was hindered due to some critical issues with the software:

  • The software lacked an architectural foundation, and their previous provider fell short in technical capability to scale the product to meet Harding Display's needs.
  • The software had significant performance issues, including slow response times and frequent downtimes, making it unreliable for automating critical operations.
  • The software’s UI/UX was not intuitive, making it difficult to adopt in large corporations with sizeable teams of sales reps where training each wasn’t feasible.

These ongoing issues severely limited the adoption of the system.

The failure to develop a working product affected the operational capabilities of Harding Display as their staff and their clients relied upon spreadsheets for these processes which were time-consuming and error-prone.

The solution

Digitising complex B2B processes with an intuitive portal

Digitising complex B2B processes with an intuitive portal

Solution objectives

Harding Display reached out to GoodCore to take over the project, resolve the issues with the product and continue scaling it.

The project’s scope was divided into key milestones to ensure smooth progress and allow our client to keep their business running. The approach included:

  • Phase 1: Stabilising the product for consistent performance, by fixing critical bugs.
  • Phase 2: Enhancing the user interface and experience to make the portal more intuitive and user-friendly.
  • Phase 3: Introduce major new functionalities like order and catalogue management.

Digitising complex B2B processes with an intuitive portal

Understanding business processes

We initiated a discovery phase to assist Harding Display in digitising operations revolving around marketing activation, such as planning, order placement, manufacturing, and logistics.

Our goal was to simplify Harding Display's complex business workflows, breaking them into more manageable components:

Step 1: Program planning and approval

The process begins with program planning on the client side, where Program Managers (PMs) design marketing initiatives for geographical regions. These plans are approved by Procurement Managers (PCMs), who oversee the procurement of point-of-purchase displays on a national level.

Step 2: Order placement

Following approval, the responsibility shifts to Sales Representatives (SRs) in cities nationwide who are responsible for ordering materials for the approved marketing programs, closely collaborating with Harding Display's sales department to specify order details and customisations.

Step 3: Manufacturing and logistics

Finally, Harding Display handles the manufacturing of the ordered materials and manages the logistics. This involves not just the production but also the shipment of products to hundreds of designated locations, all while maintaining communication with the SRs about the status of their shipments.

project lifecycle

Digitising complex B2B processes with an intuitive portal

Digitising complex B2B processes with an intuitive portal

Platform components

To facilitate these operations, we implemented user-centric dashboards for various user roles:

Client dashboard:

For Program Managers, Procurement Managers, and Sales Representatives to order materials, track shipments, and engage with manufacturers via an integrated chat system.

Manufacturer dashboard:

For Harding Display staff to handle orders, update shipment information, and communicate with clients for an efficient and transparent workflow.

Admin dashboard:

For admin users to onboard clients and manufacturers, create user accounts and manage catalogues.

System features and functionality

System features and functionality

Program creation

  • Procurement or Program Managers set up programs i.e. events for which they require marketing displays.
  • Add program details like program ID, brand name, geographic region, budget, start, and end dates.
  • Choose and add necessary products from the catalogue to the program.
  • Customise the design for products using the portal.
  • Send the completed program to the Procurement Manager for review.
  • The manager has the authority to approve, decline, or put the program on hold after evaluation.
Real-time collaboration

System features and functionality

Real-time collaboration

One of the key motivations behind this platform was to simplify and streamline the communication between client companies and suppliers while working on designs.

  • An integrated chat functionality within the app for clients to inquire about products or request changes.
  • Manufacturers can respond to client queries and requests using the chat feature.
Order placement

System features and functionality

Order placement

  • Sales representative navigates to the active programs.
  • Provide the required quantity for each item within the program.
  • The system presents order details in the form of a two-dimensional ‘order grid’ that is easy to read and analyse.
  • Send the order request for review to the Procurement Manager.
  • The Procurement Manager reviews, edits, and moderates the order request as necessary.

System features and functionality

Logistics management

  • Manufacturers accept orders received from the sales reps.
  • Update the shipment status when shipments are dispatched, making this information visible to respective customers.
  • Access and review lists of all pending and accepted orders from various clients.

Reports

  • Procurement and Project Managers can access reports categorised by territory, shipping location, and item type.
  • View comprehensive details of all orders placed for specific regions or shipping destinations.
  • Sort orders by item types and their total quantities ordered for streamlined analysis.

System features and functionality

Clients setup

  • Add new clients by entering key details like name, address, and preferred currency.
  • Personalise client dashboards with brand-specific colours and logos.
  • Establish roles for client's sub-users, including Program Manager, Procurement Manager, and Sales Representative.
  • Define and create specific regions and sub-regions for each client.

Catalogue setup

  • Build catalogues by adding a range of products for client selection.
  • Add properties to the catalogue items like features, shelves, pack outs, cartons, and prices.
  • Organise products using tags, categories, brands, and regions.
  • Add comprehensive product specifications including length, width, height, and product images.
  • Include detailed information about each product, covering manufacturer details, pricing, specs, assembly time, production time, and delivery schedules.

The impact

  • The transition from Excel spreadsheets to an automated system streamlined Harding Display’s sales and manufacturing operations and reduced the time and effort involved in these processes.
  • The platform has significantly enhanced the training experience of end users, achieving a high adoption rate and positive feedback.
  • Harding Display's clients, such as Coke Canada, Tractor Beverage, and Dr Pepper experienced enhanced operations as well—the new system allowed for faster order placement and accurate shipment tracking.
  • The integration of visual elements and interconnectedness in the system improved clarity and communication between clients and Harding Display, leading to faster turnaround times.
  • Recognising the product’s potential, Harding Display plans to offer it as a Software as a Service (SaaS) to other manufacturers, opening new revenue streams and extending its benefits to a wider market.

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