Middle Atlantic Products Redefines The Customer Buying Experience’

Racks and Enclosures Manufacturer places emphasis on 'user experience' with its fully-interactive, drag-and-drop, 2D Visual Product Configurator

Racks, cabinets, and enclosures manufacturer, Middle Atlantic Products, selects a drag-and-drop, 2D visual product configurator to improve the ordering experience for its channel partners and customers. Download the Middle Atlantic Products' 2D Visual Product Configurator case study.

Middle Atlantic Products Selects Powertrak 2D CPQ

Part of the Commercial AV division of Legrand, North America, Middle Atlantic Products manufactures racks and other infrastructure products used to protect and support integrated AV systems in residential, commercial, broadcast, and security applications.

Middle Atlantic Products decided to replace its legacy product quoting and ordering applications to strengthen its commitment to improving the ‘user experience’ for its large base of channel partners and customers.

The Situation
Middle Atlantic Products 3D Rack ConfiguratorMiddle Atlantic Products sought to replace its two separate configuration tools for a scalable, cloud-based configure-price-quote (CPQ) and portal solution with Salesforce.com integration. The company found its legacy configuration applications were outdated, stand-alone, required downloads, and the user experience less productive.

Seeking to improve inefficiencies while avoiding a resource-draining path of custom development, Middle Atlantic Products conducted a multi-year, extensive evaluation for a flexible and robust SaaS CPQ solution that combines complex guided configurations with 2D and 3D visualization for spatial product orientation and positioning - all in a single tool.

"When we decided to replace our quoting and design apps, we placed a major emphasis on how to improve the user experience," said Dan Tarkoff, Vice President of Sales at Middle Atlantic Products, Inc. "Our next CPQ solution had to incorporate enhanced visualization, interactivity, mobility, and a user-friendly, intuitive interface."

The Solution
The company turned to Axonom for its advanced Powertrak CPQ and Portal solution (hosted on NetPRM) for Salesforce.com.

“Our evaluation team interviewed a number of configurator vendors but found that Axonom had a platform that would transform our digital catalog into a highly interactive selling tool,” said Tarkoff.

Powertrak 2D Product Configurator enriches the sales quoting and ordering experience for businesses that sell make-to-order, assemble-to-order, and configure-to-order products. "There’s no better way to enrich the ordering experience than to provide customers and partners with a comprehensive solution to custom-design a rack or enclosure from anywhere in the world, on any device," said Mike Belongie, COO at Axonom.

Middle Atlantic Products' customers and partners can now build their own rack by dragging-and-dropping BOM components (power, shelves, drawers) into the interactive 2D visual rendering, then freely reposition those components, monitor pricing, and change viewing angles for complete satisfaction prior to purchase – all in real-time.

The Results
Powertrak helps Middle Atlantic Products manage its quote-to-cash cycle, streamline partner and customer interactions and transactions, and provide a superior ordering and configuration experience for its global buyers.

From anywhere in the world with internet access, on any browser-enabled device, Middle Atlantic Products’ loyal customers and partners can custom-design, quote and order a rack or enclosure with AV equipment, power, cooling, and cable management components.

Tarkoff concludes, "With Powertrak, our partners and customers now have a complete solution to rapidly and accurately configure, quote and order make-to-order racks without the need for extensive product knowledge."

Video courtesy of Middle Atlantic Products - Be sure to change the settings to 1080p for full clarity.