Edelbrock, LLC.
e-Commerce Transition.

Direct to consumer online sales initiative!






The Challenge.

In an industry slow to adopt new tech, Edelbrock relied on a traditional business to business model for decades. The challenge was to transition from an informative website to a consumer driven e-Commerce channel.

The success of this project required sourcing trustworthy partners and software solutions as well as finding a fine balance of co-existing with traditional B2B accounts. Their continued success as well as growing this new channel in revenue year over year is the ultimate goal!

Edelbrock e-Commerce Project



  • What We Did
  • Magento 2
  • Branding and Design
  • User Experience
  • Google Data Studio
  • AWS Services
  • Braintree Payments
  • Maxmind Fraud
  • Affirm Financing
  • Ring Central VoIP
  • ZenDesk Live Chat
  • Salesforce Integration
  • PIM Integration
  • ESP Integration
  • EDI Integration
  • ERP Integration
  • Blog Integration

The Process.

The approach and execution of this transition was of upmost importance to our company and brand reputation. The process started with outsourcing 3 agencies to do a deep dive on our brand and to offer software solutions and recommendations on how to move forward. During that process, data collection and documenting 85 years of product information was underway. The decision was made to move forward with Magento 2 and AutoPlus. Magento 2 is the latest incarnation of the leading enterprise-class ecommerce platform, utilized by over 200,000 online retailers. When it came time to choose the PIM (product information management) system, AutoPlus seemed to be the best suited for the automotive product line that we carry. Lastly, all systems we choose required compatibility with our existing Oracle ERP (enterprise resource planning) system.


Once the development partner was selected, the design and development process began alongside the data organization. Three Different environments were created; Live > Staging > Development. Oracle ERP, Live chat, Ring central VoIP phone system, Salesforce, and many other third-party integrations were connected to Magento and tested using a rigorous UAT process for several different scenarios, browsers and devices. EDI file transfers were also configured and tested to ensure minimal hands on effort for all order processing.


In order to ensure customer satisfaction, a customer service team was assembled, new internal positions and processes were created, and training was provided.

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The Results.

The Edelbrock channel launch was an extreme success and is continually optimized daily for user experience on both mobile devices and desktops. All third-party integrations are triggering as expected, all internal processes are firing on all cylinders and sales continue to increase month over month. Marketing automation such as transactional emails, onboarding campaigns and abandoned carts are generating revenue with no hands-on efforts. Our SEO rankings did not take as big of a dip as we had anticipated and has now started to climb to higher levels than prior to the launch. Traffic has also continued to climb highlighting that all of the hard work in the development and planning phase has proven to show great results.