About the client

Midland Industries is a B2B manufacturer and supplier of fittings, valves, and accessories for hose, pipe, and tube. The company serves distributors across the United States and Canada, with products made from materials including brass, bronze, stainless steel, and plastics.

Challenge

Midland Industries managed separate websites for its U.S. and Canadian markets. This created extra work for internal teams and made it harder to manage regional pricing, shipping methods, and operations. Multiple enterprise resource planning systems added more complexity. The setup increased costs, workloads, and response times.

Solution

XCentium partnered with Midland Industries to consolidate its U.S. and Canadian websites into one integrated Optimizely platform. The goal was to simplify operations while still supporting the different business needs of each country.

The solution used Optimizely’s integration capabilities to bring regional data together in one platform. XCentium built custom business logic to support country-specific pricing, shipping, and operational requirements.

The platform also included cut charge logic for custom product lengths, such as non-standard hose orders. Personalized pricing allowed customers to see their own discounts and promotions. Freight logic supported shipping calculations for cross-border transactions.

Outcomes

Midland Industries now has a unified platform for its North American operations. The new site reduced duplicate processes and helped lower administrative workload.

Customers gained a better buying experience through personalized pricing and real-time inventory visibility. Midland also gained a scalable foundation that can support future growth across the United States and Canada.

Technology

• Optimizely
• Prophet 21
• Unilog Product Information Management
• Optimizely Web Information Services
• UPS Rating Service
• File Transfer Protocol
• Salesforce Pardot
• MySQL