American Lighting — B2B & B2C Digital Unification
We unified American Lighting's complex B2B and B2C digital ecosystems using Adobe Commerce — streamlining operations, strengthening brand presence, and reducing order processing times by 18%.
18%
Order Processing Time Saved
10%
Brand Awareness Uplift
The Challenge
American Lighting is a well-known lighting brand with a dual market presence — serving both retail consumers and professional electrical contractors through separate digital channels. Their fragmented approach was creating operational inefficiencies and brand inconsistency. They needed a single, powerful Adobe Commerce platform that could serve both audiences seamlessly while maintaining distinct purchasing experiences for each.
What We Did
We architected and deployed a unified Adobe Commerce environment that powers both the B2B contractor portal and the B2C retail storefront from a shared backend. The B2B side includes custom pricing tiers, project-based quoting, and net payment terms — while the B2C experience is streamlined for quick discovery and checkout. Product catalogs, inventory, and order management are all managed centrally, eliminating the duplication that plagued the previous setup.
"The unified platform gave American Lighting a single source of truth for their entire digital business. Marketing teams can now run consistent campaigns across both channels, and operations have seen measurable improvements with an 18% reduction in order processing time and a 10% uplift in overall brand awareness metrics."
Key Features Delivered
The capabilities that drove measurable results for the client
Dual-Channel Adobe Commerce Setup: A single Adobe Commerce instance powers both B2B contractor ordering and B2C retail sales — with distinct storefronts sharing a common product and order management backend.
B2B Contract Pricing & Quoting: Contractors and project managers get access to tiered pricing, bulk order quotes, and net payment options built directly into their account experience.
Centralized Product Management: All product data, media, and inventory is managed from one location and automatically distributed across both storefronts — eliminating duplicate data entry.
Brand-Consistent Experience: Both the B2B and B2C interfaces were designed with a consistent visual language — reinforcing American Lighting's brand identity regardless of which channel a customer enters through.
Technology Stack
The tools and platforms that powered this solution
Adobe Commerce
PHPResults That Speak
Measurable impact delivered for the client
18%
Order Processing Time Saved
10%
Brand Awareness Uplift