Schroth Wholesale Supply Co. transformed decades of wholesale expertise into a secure, always-on B2B eCommerce platform, overcoming the challenges of massive inventory and operational uptime. Their digital overhaul now ensures retailers have seamless, protected access to thousands of products year-round.
The Challenge
With a 20,000-square-foot showroom and thousands of SKUs ranging from artificial silk flowers to specialized horticultural chemicals, Schroth Wholesale required a sophisticated digital transition. Their hurdles included:
- Wholesale-First Security: As a true wholesaler, they required their pricing and full catalog to be protected behind a secure login, accessible only to registered retail businesses with a valid tax ID.
- Massive Inventory Management: Transitioning decades of product data into a searchable, categorized online store required meticulous technical oversight and constant data input.
- Operational Continuity: For a business that handles daily orders for greenhouses and nurseries across the region, downtime during peak seasons (like spring planting or Christmas) is not an option.
The WebCitz Solution
We implemented an “Enterprise-Grade Wholesale” roadmap, turning their website into a powerful 24/7 sales tool:
- Custom B2B WooCommerce Build (2018): We designed and launched a specialized WooCommerce storefront tailored for the wholesale trade. We implemented a secure “Gatekeeper” interface that restricts pricing and purchasing to verified accounts while still allowing the general public to see their vast capabilities.
- Ongoing Product Data Engineering: For over eight years, we have provided dedicated support for product data input. We help manage their expansive inventory, ensuring that new merchandise – from grapevine and tin-ware to soil-less mixes and fertilizers – is accurately listed and categorized for their customers.
- Managed Hosting & Infrastructure: We provide the high-performance hosting required to manage thousands of products and high-concurrent user sessions. By handling the server-side technicals, we ensure that their 5,000+ SKUs are always accessible to their retailers.
- Proactive Technical Stewardship: We perform all routine maintenance, security patches, and performance optimizations. This “white-glove” support ensures the site remains fast and secure, allowing the Schroth team to focus on showroom tours and distribution while we manage the digital engine.
The Result
By 2026, Schroth Wholesale Supply Co. maintains a dominant digital presence that matches their 90-year legacy of excellence. Our 8-year partnership has successfully professionalized their online procurement funnel, providing a reliable, secure platform for their regional retail partners. By trusting WebCitz with their hosting, maintenance, and ongoing data management, Schroth Wholesale has ensured that their business is as well-prepared for the future as it is rooted in its historic Menasha foundation.
