Holman Enterprises
Building a Smarter Ecommerce Foundation for Commercial Vehicle Equipment Distributors
Holman’s Commercial Vehicle Equipment (CVE) division provides upfitting products, equipment, and solutions that help businesses outfit and maintain work trucks, vans, and fleet vehicles. Serving a nationwide network of distributors and commercial customers, the division manages a large and highly specialized product catalog. As a distributor-driven business, Holman relies on its digital presence to provide access to important resources, help customers find products, and nurture critical B2B relationships.
Challenges
Holman wanted to elevate its CVE division by standing up a new site that would provide a better user experience for distributors. The goal was to launch a dedicated ecommerce destination that could support the business’s long-term growth strategy.
Their existing portal solution allowed customers to access basic product information, but offered extremely limited search capabilities and self-service functionality. Product data was largely stored as raw descriptions, making it difficult to deliver the intuitive search, filtering, and product discovery capabilities modern customers expect. Holman sought guidance to identify the right technology platform, define evolving requirements, and ensure the new site could support the complex workflows of its expansive distributor network.
Solutions
Americaneagle.com distinguished itself early in the engagement through a highly consultative discovery and planning
process. We worked closely with Holman stakeholders to evaluate requirements, uncover potential implementation challenges, and identify the platform best suited to the company’s long-term goals. This strategic guidance helped Holman confidently select OroCommerce and establish a clear roadmap for the project.
Americaneagle.com then went to work developing a dedicated ecommerce destination for Holman’s CVE division. Through stakeholder workshops, usability testing, and technical planning, the team designed a modern self-service experience. Customer feedback helped shape key navigation and UX decisions, tailoring the site to the needs of distributors and commercial buyers.
To power the new platform, Americaneagle.com tackled significant data organization and integration challenges. Product information that had previously been stored primarily as raw descriptions was restructured to support advanced product discovery. The team also implemented a middleware layer to integrate the OroCommerce storefront with Holman’s P21 ERP environment. This new solution connects product, customer, and order data to create a seamless ecommerce experience. Distributors can now search products more efficiently, place orders online, access account information, and complete tasks that previously required manual assistance.
One of the project’s most significant achievements was the development of a custom “Year-Make-Model” product finder. Because no comparable capability existed within the OroCommerce platform, Americaneagle.com collaborated closely with the OroCommerce team to design and implement a completely new solution tailored to Holman’s unique requirements. The resulting functionality allows distributors to quickly identify compatible products for specific vehicle configurations, simplifying navigation of Holman’s extensive catalog and creating a more intuitive buying experience. What began as a complex technical challenge ultimately became one of the platform’s most valuable and differentiating capabilities.
Americaneagle.com further enhanced the experience with a custom asset library that centralizes installation guides, technical documentation, videos, and other distributor resources. Together, these capabilities transformed what had previously been a limited catalog-style experience into a purpose-built ecommerce platform tailored to the needs of commercial buyers and distributors.
The new website provides Holman with a stronger digital foundation for supporting distributors, managing a complex product ecosystem, and expanding ecommerce capabilities over time. By combining strategic consulting, deep systems integration, custom development, and user-centered design, Americaneagle.com helped establish a platform built to support both current business needs and future growth.
