Manufacturing Distribution Technology Healthcare & Pharma Commercial Services Financial Services Speciality Retail Alaska USA - 2000% engagement increase Reyes Beverage Group - 22% sales increase Coloplast - product content in 28 languages Customer Webinars Tips & Tricks videos App Marketplace Find a partner User Guide Contact Support Customer Hub Commerce Cloud Content Cloud Intelligence Cloud B2B Commerce Cloud Digital Experience Platform Content Intelligence Web Content Recommendations Web Product Recommendations Customer Data Platform Cloud services Headless All capabilities Financial services Manufacturing Wholesale distribution Specialty retail Healthcare & pharma Commercial services Technology​ Events & Webinars Customer success stories Guides Articles Reports Content management Ecommerce Personalization Digital Experience videos Security, privacy & compliance Analyst Report: Forrester TEI Analyst Report: Gartner MQ for Digital Commerce Guide: COVID-19's impact on data privacy, protection and security Comparison: Episerver vs Sitecore Education & Certification Expert Services Premium Support Partner Network Onboarding Customer Success Management Support Services Find a Solution Partner App Marketplace Product Documentation Developer community


Midwest distributor of lumber and building materials, Amerhart makes a paradigm shift with Episerver InsiteCommerce

Inspiring Americans to Chase Their Dreams Since 1940

A white picket fence surrounding a 3-story house, a beautiful car and a high paying job. Every individual has a different version of their American dream. Over time, those dreams evolve.

Amerhart, a Midwest distributor of lumber and building materials, has been committed to working with people and communities to attain their American dreams since 1940 – whether that’s a new home, a deck or a complete kitchen remodel.

Just as dreams evolve, so too does technology. For a company that’s been in business for 75 years, it would be easy to fall back on doing business the way they’ve always done it. But that’s not the culture Amerhart has built. They’re shifting their business to account for advanced technology and evolving customer expectations. Amerhart is making a paradigm shift.

A commitment to change and service beyond the order

Amerhart is laser-focused on improving the lives of customers, employees and communities. Their promise goes Beyond the Order. Their service model is focused on providing a superior customer experience, from before an order is placed to after delivery occurs.

However, leadership at Amerhart has an understanding of the changing landscape. Customer expectations are evolving. The workforce is getting younger. More and more, people prefer to transact electronically when they can. Sales representatives are itching for more productive tools to do their jobs. That’s why Amerhart isn’t afraid of change.

Engrained in Amerhart’s culture is the idea of “bleeding [Amerhart] green.” Employees are willing to do whatever is in the best interests of Amerhart, but change still takes time. Over the last year and a half, Amerhart has introduced a lot of technology. They’ve deployed an Intranet, increased the use of collaboration tools to enhance communication across 10 branch locations, and transformed from a static website to a dynamic online store focused on delivering the best possible user experience.

It speaks volumes about the culture at Amerhart. People are loyal. They’re all committed to the same end goal. They want to deliver the best possible experience for their customers. They want the company to be profitable, sustainable and forward-thinking.

From a turnkey, legacy platform to fully functional eCommerce

Amerhart first launched its eCommerce journey by deploying an online system built on a legacy platform provided by their ERP vendor. While the platform provided a tactical solution, it didn’t fully address the broader strategic goals the company had for eCommerce, and it could not provide the experiences customers expected. Product descriptions, searchability, account accessibility and personalization capabilities were just some of the limitations Amerhart sought to overcome.

While maintaining the personalized level of services its long-time customers valued, Amerhart noticed that younger buyers who were entering the workplace wanted a more consumer-like feel when placing their orders electronically. Amerhart knew it was time to reinvest and build something better. Led by CEO Mark Kasper, they composed a team of eCommerce decision-makers including VP of IT Rick Johnson, VP of Finance Chad Warpinski and Sr. Systems Architect, Nate Wotruba.

The team knew they needed a platform that would offer them fully functional eCommerce capabilities.

The hunt for the right B2B eCommerce platform

Amerhart wanted an eCommerce provider that was nimble and agile - a company that would put Amerhart first and listen to them for product feedback. Amerhart also knew that there was an important distinction between B2B and B2C eCommerce. They looked into platforms that were more B2C friendly like Magento, but trusted that they needed a B2B-based platform.

Amerhart’s site built on Episerver’s InsiteCommerce platform would enable customers to easily self-serve, increase the team’s efficiencies, and help Amerhart deliver the unique and personalized content experiences their customers and prospects expected.

A paradigm shift improves the bottom line

Since incorporating Episerver’s InsiteCommerce platform, Amerhart has made major strides. It’s clear that Amerhart has met the mark with their online offering. Today, Amerhart has over 1,000 registered users and aggressive goals to onboard and activate new customers.

A survey Amerhart conducted following the release of InsiteCommerce revealed that customers were very likely to recommend In fact, on a scale of 1-10, the average likelihood to recommend the site was 8.7.

The same survey gave Amerhart some helpful insight into what customers enjoyed about the site and what they would like to see improved.

When asked what Amerhart could do better online, one customer said, “Nothing. You already have way more information available to me online than any other company in the industry.”

Another customer said, “Your online ordering tools are excellent and easy to use.”

Feedback on the site has been overwhelmingly positive. Since launching in February 2019, Amerhart has grown exponentially month-over-month. An openness to change and a commitment to delivering the highest quality customer service are key factors that have made the eCommerce journey so successful.

Before implementing the new solution, order taking was labor-intensive. In the digital world, staff are finding they have better and faster access to meaningful information. Everyone has more time to give to making data-driven decisions based on self-service customer events and transactions.

Today, about 60% of Amerhart’s product catalog is available online. In the coming months, the team aims to build out the online catalog to 100% and continue to onboard new customers.

Using  Episerver’s InsiteAnalytics for eCommerce to measure success, the team feels it has the tools and data it needs to drive continuous improvement and strategic growth well into the future. Equipped with the right technology and the right partner, abundant data and feedback from engaged customers, and a team dedicated to innovation and collaboration, Amerhart is identifying new and better ways to deliver Beyond the Order so their customers and the communities they serve can continue chasing their American dreams. And that’s something we at Episerver can get behind.


In Collaboration With:


Xngage is a Digital Services firm focused on delivering commerce success in B2B for leading manufacturers, distributors and wholesalers. The Xngage team of B2B commerce experts fuses digital strategy with execution, delivers information and promotes cloud adoption to help transform their clients’ digital ecosystem with the goal to create impactful and relevant buyer and seller interactions in the connected digital world to maximize business impact.


I’ve been in both sides of eCommerce – B2B and B2C. I can tell you from my experience that B2C is simpler. Pricing, inventory levels and deliveries are all straight forward in B2C. B2B is far more complex with factors like customer contracts, special pricing, promotion, personalization, and deliveries to multiple branches. We needed to partner with a company that was in the B2B space and understood its complexities.

Nate Wotruba

Senior Systems Architect Amerhart

Episerver uses cookies and browser technologies for analytics, personalized content and ads.