Craftmaster Hardware LLC went from zero to e-commerce in nine months. The wholesale distributor of commercial door hardware, detention hardware and locksmith supplies launched an e-commerce website Tuesday with a range of tools and functions aiming to give clients a new way to buy.

The new website replaces a spartan site that had only seven pages and a few links to catalogs, says Dan Donohue, director of sales and marketing. “We now have thousands of pages of content that help facility managers and locksmiths with product specifications, pictures, photos, video, technical content and educational resources,” he says. “Customers can also place orders, track shipments, pay invoices and chat with our team.”

Planning for the e-commerce site began in January 2016, March through July was spent loading the data and content, and testing began in August, Donohue says. Craftmaster chose an e-commerce platform from XM Developments, which has been integrated with its enterprise resource planning and customer relationship management systems from Sage Software Inc., and with UPS shipping. The site was designed through the combined efforts of XM Developments, a local e-commerce consultant and the Craftmaster team, which provided the product specifications and content, Donohue says. He declines to provide the cost of the e-commerce initiative.

“Customers can now spec their own product and get their pricing 24/7,” Donohue says. “They can do searches by brand, category, product type, product number or description and they can find what they need quickly, accurately and efficiently.”

Craftmaster offers more than 10,000 products on the website from over 80 brands, including Corbin Russwin, Stanley Best, Kaba Access, Yale, Sargent, Master Lock and Schlage.


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