Middle Atlantic Launches Phase Two of Web-Based Configurator

Online visual configurator grows to more than 10,000 registered users in year one.

Design, quote and purchase Middle Atlantic's Racks

Powertrak 2D Visual Product Configurator customer, Middle Atlantic Products, recently announced on TWICE that the company launched phase two of its 2D Rack Configurator after a successful first year.

10,000 Registered Users In Year One

Middle Atlantic's ongoing commitment to providing E-Tools that simplify rack selection, configuration, quote, and purchase process is a contributing factor to its rapid user adoption of 10,000 registered users since the configurator launch one year ago.

Improving The "Design and Order" Experience

Build and Design Racks on Mobile Tablets and LaptopsListening to feedback from its partners, Middle Atlantic selected Axonom to develop a web-based platform to enhance and expedite the design and ordering experience for its customers and partners.

This solution empowers users to browse through the product catalog, generate quotes on projects (with or without pricing), and receive orders pre-assembled or with download assembly instructions from the site, 24/7/365.

In addition, users can export CAD and other design documents that can be easily integrated into their standard design process, enabling the creation of new projects, a stored history of projects, and convenient direct online ordering.

Phase Two Features

The latest release is highlighted by an improved interface and overall enhanced website user experience. The Configurator streamlines the selection of suitable products and accessories for any type of system via smart recommendations, along with a priced materials list and a personalized quote with the profit margin built-in. 

  • 'Quote My Customer' Tool: Users can easily add profit margin markup to quotes of saved projects. By simply entering the desired profit margin as a dollar value, percentage, or target growth for each component, the margin markup tool will automatically perform the calculations. 
  • Updated My Projects Page: Updated with an option for separating 'Draft' projects from 'Quoted' projects, the My Projects page allows for quick access and organization of each. Additional navigation features include auto sort by date and pagination. 
  • 17 Additional Rack Series: Nearly every rack series offered by the company is now available, with the update's addition of 17 Middle Atlantic racks, including the popular CEDIA Hall of Fame AXS and SRSR series. With these additional rack series, there are now even more options to create, personalize, and design an infrastructure system to fit almost every project need.


"We've seen rapid growth in the number of Configurator users and received extremely positive feedback in the short time it's been online. Our dedicated Configurator team has been hard at work improving the users' digital experience.

From beginners to experts, we want our customers to be able to build intuitive, personalized systems that match the exact design and installation needs of today's demanding A/V environments. With built-in intelligence for even greater ease of use, phase two reflects our core philosophy and the positive customer experience we strive for." - Dan Tarkoff, vice president of customer experience, Middle Atlantic

"Hard work and a fanatical focus to the customer's user experience is paying off for the talented Middle Atlantic and Axonom project teams. And most important, for Middle Atlantic's customers." - Mike Belongie, COO, Axonom

"As an integrator and a Middle Atlantic customer, working with the Configurator simply makes my job easier. For example, instead of ordering a list of parts, I can now bundle my entire product list into one part number, streamlining the ordering process."

"My favorite feature on the Configurator is the ability to easily see the equipment and layout visualized exactly where I want each component. The tool is indispensable for large AV projects; it’s become a key step in our integration process." - Hong Cheng, vice president of technical operations, Karcher Group

*Photo Credit - Images courtesy of Middle Atlantic Products.