In this episode
Jenna Kennedy, Senior Director of Client Strategy & PMO at Office of Experience, and William Webster, General Manager at Guy Gunter Home, walk through the rebuild of PDI’s digital storefront — a single site serving plumbing trade professionals and retail homeowners at the same time. PDI, a plumbing distributor operating since 1973 across more than 25 locations, had a legacy experience with performance problems for both audiences and no way to surface trade pricing, order history, or local stock digitally. Kennedy and Webster explain why they chose Shopify Plus over a two-site split, where its native B2B capability was genuinely sufficient, and where custom development was unavoidable: PIM integration, order approval workflows, lead-time messaging at checkout, and real-time inventory and territory-specific pricing pulled out of an Eclipse ERP.
Key takeaways
- B2B is built into the core of Shopify Plus, not bolted on — Kennedy calls the “Shopify is a B2C platform” read a misconception; Plus lets a business run both revenue models on one catalog, one inventory, and one checkout without keeping multiple systems in sync.
- The tension between trade and consumer shows up first in nomenclature and on the product detail page. A consumer searches “plumbing fixture”; a plumber searches for a PVC coupling at a specific diameter. Search tuning has to satisfy both queries.
- One product detail page can serve both audiences if you name what each one needs. Consumers need dimensions, in-situation photography, finishes, and reviews; professionals need part numbers, inventory levels, spec sheets, and buying quantities. Webster’s position is that all of it fits on a single page.
- Authentication is the cheapest way to split the experience without splitting the site. When a pro signs in they get their pricing, their products, and their shop orders; an unauthenticated homeowner gets inspiration and browsing paths — one brand, two behaviors.
- The inspiration section is where the two audiences legitimately overlap — consumers go there for look books and interior projects, and interior designers land in the same place, so it works as a bridge rather than a compromise.
- Real-time inventory across 25+ locations was the hardest part of the entire build, and pricing was harder than inventory, because territory and geographic rules govern what each customer is allowed to see.
- The point of self-service is protecting the sales relationship, not replacing it. Kennedy frames the goal as removing routine questions from the sales team’s queue so reps stay on relationship work; Webster says PDI is founded on relationships and wanted reps focused there rather than on everyday tasks.
- Performance was the headline fix, and the first thing customers noticed. Trade professionals had struggled to retrieve previous orders and stock lists on the old site; that was addressed at the start of the engagement.
- The success measures that matter here aren’t only orders. Webster is tracking spec-sheet collection, price lookups, and product research activity as evidence of self-service, since a pro can use the site to plan a job and still place the order through a rep.
Chapters
- 0:00 — Two audiences, one storefront: the question this episode answers
- 3:08 — Jenna Kennedy and William Webster on their roles at OX and PDI
- 4:36 — What Office of Experience does, and the clients it works with
- 5:29 — Where B2B/B2C tension shows up: nomenclature, search, and the PDP
- 8:32 — What wasn’t working in PDI’s old digital experience
- 10:12 — Information architecture: authentication, mega menu, inspiration, showrooms
- 15:29 — Why Shopify Plus for a hybrid model, and where native stops
- 17:31 — Native vs. custom: PIM, order approvals, lead-time messaging
- 18:48 — Real-time inventory and territory pricing out of an Eclipse ERP
- 20:22 — How real-time stock changes the journey and protects the sales team
- 21:56 — What’s changed since launch, and what’s hard to capture in numbers
- 23:46 — What Kennedy and Webster do to stay agile
Why a single storefront beat running two separate sites
Trade professionals optimize for speed and reordering; consumers are still browsing and comparing. The instinct is to build two experiences. Webster’s argument against that is structural to the industry: the trade professional, the builder, the designer, and the homeowner all overlap on the same project and need to agree on the same product selections. Splitting the site would mean splitting the catalog view that lets those parties align. Kennedy adds the practical framing — most organizations are running bolted-on systems because that’s how things get done, but PDI had a clean slate and a full platform rebuild, so the bolt-on was avoidable.
Where Shopify Plus was enough, and where it wasn’t
Kennedy is specific about the boundary. Shopify Plus handled the dual revenue model on one catalog, one inventory, and one checkout. It stopped being sufficient at four points: the PIM integration, a custom order approval workflow, estimated lead time and delivery messaging through checkout, and the horsepower needed to move legacy ERP data into a usable product record. Webster describes the source condition plainly — old data sitting in an Eclipse ERP that had to be translated into a PIM and then into Shopify before a product detail page could carry the detail both audiences needed.
Making local inventory data trustworthy enough to publish
PDI moves inventory constantly across more than 25 locations while serving customers at the counter, so the integration had to be genuinely real-time rather than a nightly sync. Pricing compounded the difficulty: territories and geographic rules determine what a given customer sees, and partner agreements — Kohler among them — constrain what can be shown on the consumer side. Webster calls this the most challenging and largest piece of the entire engagement. The payoff is that information the sales team used to pull manually now surfaces in the tool.
What self-service actually buys a relationship-driven distributor
Kennedy’s test for the journey is whether a customer can complete a transaction without picking up the phone, and know where to collect the product that day. The reps stay in the picture deliberately — the aim is to move mundane, routine requests off their list, not to intervene in accounts they own. Webster frames the same idea from the distributor’s side: let customers self-serve to a point, and put salespeople in a position where they’re spending their time on the relationship.
Measuring a rebuild when orders aren’t the whole story
Post-launch, the resounding feedback was on performance, plus the streamlined ability for pros to place shop orders and retrieve what they need. The harder measurement problem is the customer who researches on the site and then orders through a rep. Webster’s answer is to instrument the research behavior itself — spec sheet downloads, price lookups, product browsing — and treat that activity as evidence the digital experience is working even when the transaction lands offline.
FAQ
Is Shopify Plus a viable platform for B2B commerce, or only B2C? Kennedy says B2B is built into the core of Shopify Plus rather than added on, which lets a business run both B2B and B2C revenue models on a single catalog, inventory, and checkout without syncing multiple systems.
Where does Shopify Plus stop being enough for a trade audience? On this build it required custom development for the PIM integration, an order approval workflow, and estimated lead time and delivery messaging through checkout.
How do you serve trade professionals and consumers on one site without splitting it in two? Through authentication. A signed-in pro gets their pricing, their products, and their order history; an unauthenticated visitor gets browsing, inspiration, and showroom paths — the same brand, different functionality.
What was the hardest technical part of the PDI rebuild? Surfacing real-time inventory across more than 25 locations, and the territory- and geography-specific pricing rules layered on top of it, sourced from an Eclipse ERP.
How should a product detail page handle both audiences? Carry both information sets on one page: dimensions, in-situation photography, finishes, and reviews for consumers; part numbers, inventory levels, spec sheets, and purchase quantities for professionals.
How do you measure success when trade customers still order through a sales rep? By tracking self-service activity — spec sheet collection, price lookups, and product research — alongside orders, since a pro may plan an entire job on the site and still transact through their rep.
About Jenna Kennedy
Jenna Kennedy is Senior Director, Client Strategy & PMO at Office of Experience, where she has spent roughly 11 years of a 20-year agency career focused on project management and client relationships across branding, digital marketing, and e-commerce. Office of Experience is a design-driven, digital-first, vertically integrated and collaborative agency that works with businesses at points of transformation — entering new markets, launching products, or changing how they go to market — across branding, UX/UI design, site builds, conversion optimization, and e-commerce capability.
LinkedIn: linkedin.com/in/jennabkennedy
About William Webster
William Webster is General Manager of Guy Gunter Home, part of PDI, where he has worked for over 12 years. He previously served as Director of Sales for PDI’s e-commerce and showroom channel, overseeing showroom storefronts and the e-commerce department, after a regional stint serving retail clients across PDI’s showrooms. PDI has been in business since 1973 and operates more than 25 locations.
LinkedIn: https://www.linkedin.com/in/william-webster-67773768/
Resources
This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. Learn more at www.officeofexperience.com
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Transcript
[00:00:57] Greg Kihlström: [upbeat music] Hi, I’m Greg Kihlström, host of The Agile Brand, and here’s a question for you. What happens when your e-commerce platform treats your most valuable professional clients like everyday consumers? Agility means looking past a platform’s out-of-the-box features and building an experience that reflects how your different customer segments actually do business. Today we’re talking about the complexity of building a single e-commerce experience for two very different audiences. Specifically, we’re gonna explore balancing the distinct needs of B2B and B2C audiences on a single digital storefront, knowing when to lean on an e-commerce platform’s native capabilities versus when to invest in custom development to close critical experience gaps, and integrating
[00:01:42] Greg Kihlström: physical retail and showroom data like real-time local inventory into a seamless digital experience. To help me discuss this topic, I’d like to welcome Jenna Kennedy, Senior Director of Client Strategy and PMO at Office of Experience, and William Webster, General Manager, Guy Gunter Home. Jenna and William, welcome to the show.
[00:02:58] William Webster: Hey, Greg. Thanks for having us.
[00:03:00] Jenna Kennedy: Happy to be here.
[00:03:01] Greg Kihlström: Yeah, yeah. Looking forward to diving in here. Before we do, though, why don’t you each give a little background on yourselves and your roles?
[00:03:08] Jenna Kennedy: Sure. I’ll get started. I’m Jenna Kennedy, Senior Director of Client Strategy and PMO at the Office of Experience. I’ve been at OX, for about 11 years, and in the, agency world for about 20. always focused on project management and client management and client relationships, primarily in, like, the branding, digital marketing, and e-commerce space.
[00:03:35] William Webster: Yeah, hey, I’m William Webster. I am, with PDI. my current title is General Manager with, Guy Gunter Home, but previously I was the Director of Sales for PDI regarding, our e-com and showroom channel and, really overseed our showroom, storefronts as well as our e-commerce department. And I’ve been with PDI for over 12 years and bounced around, our showrooms from a regional stint, really serving our clients, from a retail perspective, and then moved into the e-com space, which is where we led to our partnership with OX.
[00:04:20] Greg Kihlström: And, you know, for, for listeners, I know we’ve had a number of guests from the Office of Experience over the years on the show, but I wonder, Jenna, if you could tell us a little bit about the Office of Experience, types of challenges you and your clients help solve.
[00:04:36] Jenna Kennedy: Yeah, certainly. So we’re a digital consultancy, and we really focus on helping businesses who are at points of transformation. that can mean a lot of things. It could be entering a new market, developing and launching a new product, or transforming how a company goes to market. We exist to help companies through those transitions. on the branding side of things, how do you show up visually and verbally through marketing? What are the right tactics and channels to target your audience? And on UX and UI design and site builds. so we do a ton of work on websites, really focused on designing clean, intuitive experiences, optimizing conversion rates, improving e-commerce capabilities,
[00:05:21] Jenna Kennedy: things like that, and that’s what PDI was preparing to do when our paths crossed and our partnership began.
[00:05:29] Greg Kihlström: Wonderful. Well done. So yeah, let’s, let’s set the stage here, and we’re gonna talk, quite a bit more about PDI as well, and, and specifically in, in a minute. but before we do, trade professionals and everyday consumers buy in almost opposite ways. One is optimizing for speed and reorder- reordering. The other is still browsing and comparing. So when both share a single storefront, where does that tension first show up, and what tends to break if you design for one audience and then bolt the other one on afterwards?
[00:06:04] Jenna Kennedy: So I’ll, I’ll jump in and then William, I’m sure you have some thoughts on this one. I think we need to start by acknowledging that the world runs on bolted-on systems and experiences. it’s not ideal, but it’s often the way things get done. Now, here we had a clean slate. We could start with a fresh platform redesign, total rebuild. but I think where the tension shows up, it’s a few places. Nomenclature is a big one. You’ve got consumers who use plain language and are gonna look for something like plumbing fixture as opposed to a plumber who’s going to look for like a PVC coupling or something very specific or like a certain size, three and a quarter inch. so search is like really important in this equation, making sure
[00:06:49] Jenna Kennedy: that the search is tuned appropriately to be able to satisfy both of those types of searches. And another place that I see it is on product detail pages, because these pages can be so dense and you want to make sure that the necessary information for consumers is there and easy to find and for the trade people. So for, for consumers, we’re talking about things like product dimensions, basic dimensions, having really good photos of the product, in situation and like of finishes and having reviews. And then for professionals, you need totally different information. You need part numbers, inventory levels, you know, how do you buy, what s- what types of quantities or bundles, things like that.
[00:07:34] Jenna Kennedy: So I think identifying what is most important to each audience and then just making sure that you find harmony for all of those pieces on the page.
[00:07:43] William Webster: Yeah. And Je- Jenna, exactly right. I think the, biggest overlap though i, is, is the product details, right? We, we have, PDI has been around since 1973, and our core of our business is, is plumbers. And so having that knowledge and background and providing the product details that’s specific to them, spec sheets, is this gonna work for my installation? Those type of things are critical. But as well as, as adding in, key details that fit an end consumer, exactly as you said, pictures, inspiration, is this fitting my aesthetic, all those different things, we believe you can,
[00:08:28] William Webster: you can have all of that on a single page.
[00:08:32] Greg Kihlström: Yeah. Yeah. So then let’s, let’s talk s- more specifically about, about PDI. What was not working, you know, with the old digital experience? Obviously, there’s a reason why [chuckles] why OX and, and PDI got, got together to, to work together. so, you know, what, what wasn’t working with the old experience, and for which audience that made rebuilding as one unified site the right answer rather than running two separate experiences?
[00:08:59] William Webster: Yeah, the first thing that we identified, and I think you called it already, is, is performance. I think we had some performance issues for both, end consumers and specifically our trade professionals, whether that was, researching previous orders, their stock list, things of that nature were not optimized, and we certainly found that in our, research in partnership with OX, and wanted to address that, right from the beginning, and we certainly did that. And then from there, I, you know, I would say, the thing that we have learned in our experience at PDI is that this all overlaps. In our industry,
[00:09:44] William Webster: the trade professionals, to the builder, to the designer, to the homeowner, they all overlap. They all work, to one end goal. And so bringing that, ability to, look at the same products and a- agree to, the right product selections and be able to offer that to all of our clients that are involved in the project was, a priority.
[00:10:12] Greg Kihlström: Yeah. And so when you have both discovery-focused consumers as well as those efficiency-focused pros on the same platform, I’m sure there can tend to be a compromise that, in which, you know, neither audience is, is served particularly well. How did you structure the information architecture so each audience feels like the site was built for them without splitting that site, you know, the PDI site into two experiences that no longer feel like a single brand?
[00:10:46] William Webster: Yeah, I think the simplest method that we took was, addressing, you know, from an auth- authentication standpoint. when a pro authenticates and comes to our site, they get additional functionality that better serves them, and versus a homeowner, right? A homeowner will find different needs, like I said earlier, inspiration, those type of things. We can drive them to the right place on the site, and a pro knows by, by the right communication, once you authenticate, they’re getting down to what’s important to them, which is their price, their products they’re looking for, their shop orders, things of that nature.
[00:11:29] Jenna Kennedy: Yeah, and I can speak to the IA, pretty specifically. So we, we kept it lean. we have a utility nav that just has very clear actions. You can sign in if you’re a trade professional and you have an account. It takes you to an account with really rich account data and functionality there, where they can reorder, track orders, all of those types of things, and then a link to join the pro program, which is a, a key CTA, and, you know, business driver for PDI. The main nav is very simple. You can shop, and we’ve got a nice mega menu there with imagery for every product category. So that certainly speaks to the consumer audience to have that visual cue for every product you’re
[00:12:14] Jenna Kennedy: going to, to search through and then inspiration, which sort of bridges that divide between consumers and trade, because that’s certainly an area where consumers are gonna go check out, you know, what’s new, find a look book, see some great, you know, beautiful interior projects, but you’re also going to bring interior designers into that section. So you do have a little crossover there. And then showrooms, which are really important in terms of getting people who are doing some maybe casual browsing online but then wanna go touch and feel and learn about the products in real life, how do we get them to those showrooms easily? And locations. so making sure that the locations are easy to find, they can find the right type,
[00:12:59] Jenna Kennedy: because PDI has different location types. You’ve got branches, you’ve got showrooms, you’ve got showrooms that only carry Kohler products, for example, Wright Williams specific Kohler experiences.
[00:13:10] Jenna Kennedy: So just making sure people can find where they need to go if they wanna hop off the computer and go talk to somebody and touch and feel these things in real life.
[00:15:29] Greg Kihlström: So Shopify Plus was, was integrated as, within the site. Shopify is often thought of as a B2C platform. What, what made it the right foundation for a hybrid model like PDI’s, and where did its native capabilities stop, being enough for the trade side?
[00:15:49] William Webster: Yeah. Great question, Greg. I think, it really started with our partnership with OX and the research that they helped us perform. we created a, a must-have checklist between professionals and homeowners, and, it led us to Shopify Plus, which checked a lot of those boxes, and allowed us to serve both needs. I think to your point, they have done a really great job, from a consumer, experience, but they are continuing to invest in the, B2B space, and, all of those things were, fitting our needs.
[00:16:29] Jenna Kennedy: Yeah. And I think Shopify is interesting because it’s a, it’s a common conception, maybe misconception, that it’s a, a B2C platform, and it would have B2B sort of bolted on, like we were talking about earlier as an add-on.
[00:16:47] Jenna Kennedy: But B2B is actually built into the core of Shopify Plus. and so a business like PDI who’s running both revenue models on one catalog, one inventory, and one checkout, you can do that through Plus without having to keep multiple systems in sync. I would personally say I think Shopify Plus did a great job up until the point where we needed, like, extra horsepower for the PIM integration, implementing custom order approval workflow, and we had to do a lot of extra work on the estimated lead time and delivery time messaging through the checkout process.
[00:17:31] William Webster: Yeah. I, I think that’s, something we can certainly talk about that. I think where native versus custom came into play, the experience was what we were looking for from Shopify, from how the customers utilize the site. I think where’s, where OX, stepped in from a custom perspective was bringing from our systems where we serve our customers and brought to real life the inventory, the exclusive pricing that you have to have for trade professionals, as well as on the end consumer side from a, to, to, to stay within our agreements and with our partners such as Kohler. And from there, OX did a great job of helping
[00:18:16] William Webster: us bring that to life within the tool, as well as product. So like I said, we had, old, data within our, um Eclipse ERP system, but utilizing OX to help us bring that to life into a PIM and translate that to Shopify was, a huge endeavor, which has allowed us to, create the details that we needed for both trade and end consumer on a PDP.
[00:18:48] Greg Kihlström: So yeah, I, I also wanna talk about just the, the concept of physical and digital, you know, inventory and, and location and, and all that as well. So, you know, surfacing real-time inventory by physical location is a real technical and operational lift. Once a customer can see what’s actually in stock at their brand, their local brand or location, how does that change the journey, and what was the hardest part of making that data trustworthy enough to put in front of them?
[00:19:20] William Webster: The hardest part of that journey was the timing. we had to make that real time. As you can imagine, we are serving customers at the counter right now. We are constantly moving inventory across, over 25 locations, and so getting, working with OX and, and integration that allowed that to be real time was complex. And, not just inventory, but pricing was super complex within that because you have territories and, different geographic, rules that you have to stay within. So bringing that to life, within the Shopify tool, was probably the most challenging and biggest
[00:20:06] William Webster: part of the entire work that we did. but it allowed us to present what historically was being, pulled and, and have to done ma- da- manually by our sales team, can now be done from a digital tool.
[00:20:22] Jenna Kennedy: Yeah, and I think to the question, how does that change the journey, it just streamlines it. You know, if we can avoid, customers picking up the phone and making phone calls, calling customer service, just not having their questions answered while they’re shopping, while they’re trying to transact, that’s a win. we really wanna avoid those friction points. We want, we want people who have real problems that can’t be solved online to call and get support. We don’t want the easy stuff to have to fall back on, on a sales team. and for PDI, the sales team and the sales relationships are really important. so we’re not trying to intervene within those relationships or, or,
[00:21:08] Jenna Kennedy: you know, block the salesperson out of it. We’re just trying to take the mundane, the routine, the easy stuff off of their list so they don’t have to deal with it. And so if we can streamline that journey, keep that customer on the site, have them get all the way through their transaction, know where they can go pick up the products they need that day, then that’s a win.
[00:21:30] William Webster: Exactly right, Jenna. I think, we wanted to allow our customers to self-serve to a point. we’re, we’re founded on relationships, but taking those tasks that allow us to, put our salespeople in a position that they’re focused on the relationship rather than everyday task was a huge challenge that we wanted to answer within the journey.
[00:21:56] Greg Kihlström: Yeah. Yeah. Well, and I know the, the site recently launched, but I guess could we talk a little bit about how it’s being used so far? So, you know, si- since the site’s, launched, what’s changed in, in how trade professionals are using it, and what part of the impact from a more tailored experience is maybe hard to capture in the numbers, but, you know, even, even if you can feel, and, and know that it’s working?
[00:22:23] William Webster: Yeah. Well, first and foremost, we nailed the performance issue, so I think that was the resounding feedback from our customers that have now started ordering online, from, from them, from the professional side. the streamlined ability to order their shop orders, get the information that they want, and just streamline that process for both customer and our internal teams, so that we can ensure we’re delivering on the service we’re promising. We certainly have seen and heard that, so we’re super excited about that. I think some of the hard things to capture is, everyone is always excited about the sales numbers, but there’s also many customers who they still love
[00:23:08] William Webster: their sales rep, right? And they still want to have that person come by the office or the, the job site and, and take care of the order. But they’re self-serving and, and measuring that self-service, whether that’s collecting spec sheets or getting, you know, their price so they can prepare for or plan for a job. Those are things that we’re, really challenging ourselves to monitor and track to see that success as well ’cause it might not just be an order. It might be their activity on the site and what products are they looking for and, and how they’re finding that information.
[00:23:46] Greg Kihlström: Well, thanks, to you both for joining today. One last question for you each as we wrap up here. What do you do to stay agile in your role, and how do you find a way to do it consistently?
[00:23:58] Jenna Kennedy: So Greg, I had a hard time with this because I was on your show a few months ago.
[00:24:01] Greg Kihlström: I know. [laughs]
[00:24:02] Jenna Kennedy: And that, that was my one answer, but- [laughs]
[00:24:07] William Webster: I can jump in there, Jenna, if you want.
[00:24:09] Jenna Kennedy: Go for it. [laughs]
[00:24:10] William Webster: Yeah. Greg, I think the… Well first, Greg, thanks so much for having us. Um-
[00:24:15] William Webster: … appreciate you having me on. But, the best way to stay agile I’ve found and, and is, is staying curious and looking into, what you can do differently for your customers or your internal teams and being willing to Hear that feedback and find new things. our, our industry as well as technology is constantly evolving. And, throughout this process, we, we’ve created processes, we’ve created, how we want to serve our customers differently with this new tool. But we have to stay curious and find either pain points or find, new technologies that are coming out to continue to enhance that.
[00:25:03] Jenna Kennedy: And I guess since you might include me anyway, I will say [laughs] similar to what William said, keep learning. So something I’m doing in 2026, this is new, is when I’m sitting working or driving, just going through life and I have a question, I don’t just sit there and think about it for a minute and move on. I actually stop and go research it, which has taken a lot of time, but I’ve learned a heck of a lot so far this year. so in my personal life I’m doing that, but at work I’m doing that too. So, you know, when we’re, we’re looking at new platforms and what platforms can do because man, are they evolving fast. so spending time on those sites, talking to those reps, just learning like, okay, so of course, what are you doing with AI these days? asking those questions. And also similar to what William said in terms of new processes, new frameworks. So I’ve sort of found lately that I’ve been thinking for years in the, in the same few frameworks, and so I’ve been trying to construct and learn about others, to just help frame my thinking and help me, you know, think differently.
