Challenge
Service Partners is one of the nation’s largest distributors of insulation and related building products, serving contractors across the U.S. With a wide network of branches and a strong physical supply chain, Service Partners wanted to modernize its digital experience to meet the evolving expectations of contractors, builders, and procurement teams.
After a Fratzke-led customer survey and comparative market analysis, it became clear that customers expected more than just information online — they wanted the ability to browse products, check availability, and shop digitally with the same ease they experienced in consumer e-commerce.
Service Partners approached Fratzke with a critical challenge:
- Customers were increasingly expecting online purchasing capabilities.
- Competitors were elevating their digital experiences, raising expectations across the industry.
- The existing website was not positioned to support modern B2B e-commerce functionality.
- Integrating marketing content with a robust transactional platform required careful technical and experience planning.
Without a cohesive, modern e-commerce experience, Service Partners risked losing digital-first customers and missing significant opportunities for efficiency and revenue growth.
Solution
Fratzke partnered closely with Service Partners to architect a comprehensive digital transformation, from insight gathering through technology selection and full implementation.
- Customer Insights & Market Benchmarking: Led a nationwide customer survey, analyzed digital buying expectations, and conducted comparative market research to identify best-in-class B2B e-commerce features.
- RFP Leadership & Platform Selection: Managed the full RFP process, vetted multiple enterprise B2B e-commerce platforms, assessed technical and operational fit, and guided leadership through final selection.
- Dual-Platform Architecture: Designed a seamless dual-platform approach that integrates a refreshed marketing website with a new B2B shop, ensuring frictionless navigation and brand consistency.
- Customer Personas & Journey Maps: Created detailed personas and mapped end-to-end customer journeys to guide feature prioritization, UX decisions, messaging, and content strategy.
- UX/UI Refresh & Experience Redesign: Updated the site’s look and feel based on existing brand work, improved navigation, optimized product discovery, and applied accessibility and conversion best practices.
- Development & Technology Integration: Developed the new marketing website on a scalable framework and integrated all systems with the selected e-commerce platform, ensuring smooth data flow and cohesive user experience.
The Results
The outcome was a modern, customer-centered digital ecosystem that allows Service Partners to better serve its B2B audience. The new site provides:
- A streamlined path from product discovery to purchase
- Improved usability and consistent brand experience across both platforms
- Enhanced technology integrations supporting marketing, sales, and customer engagement
Service Partners is now positioned to meet customer expectations for ecommerce convenience while strengthening its leadership in the building materials industry.
