Turning Challenges into Competitive Edge

Challenges Before Aldrich Solutions

Midwest Equipment & Supply, a key distributor in outdoor power equipment, found itself at a critical junction as they faced increasing competition and evolving customer expectations. Many of their customers, mostly small businesses without structured operations, needed a streamlined and reliable way to access parts and services. They recognized that the traditional methods of selling products and providing service—relying heavily on phone interactions—were no longer sufficient to drive growth. They needed a solution that would simplify operations while maintaining the personal, knowledgeable service their customers relied on.

A main concern was questioning if selling with an online system would diminish their ability to provide in-depth, personalized support. He was worried that an eCommerce site would reduce customer engagement to a simple transaction—just entering a part number and clicking buy—without the opportunity to address the unique questions and needs of their customers.

"We were worried it was going to become so black and white that we’d lose some of the benefits of being able to talk to somebody and get some of that information,” Scott Tindle, Director of Customer Support, explained. “Our customers call in for details that go beyond just buying a part—they need technical service, instructions, and confidence in what they’re purchasing."

Before partnering with Aldrich Solutions, Midwest Equipment faced significant operational challenges with their online presence. As Scott explains, “We didn’t know what we didn’t know.” Their business lacked a comprehensive eCommerce platform, and as the demand for digital tools increased, they needed a solution that could scale with their growing dealer network while maintaining their commitment to exceptional customer service.

The Aldrich Solutions Experience

Aldrich Solutions worked closely with Midwest Equipment & Supply to implement a dynamic eCommerce platform that not only met their sales needs but enhanced their customer interactions. The platform’s intuitive search functions and detailed product information enabled customers to find what they needed efficiently while still receiving the personalized support Midwest Equipment had built its reputation on.

“Our website doesn’t overwhelm users with confusing search results,” Scott Tindle, Director of Customer Support, said. “It’s intuitive. Customers can find instructions and additional resources directly on the site, saving them time and often eliminating the need to call in for information.”

Beyond product sales, the new platform integrated administrative features like online bill payment, credit management, and order tracking, creating a seamless experience for Midwest Equipment’s customers. This shift allowed customers to access important account details at their convenience, 24/7, empowering them to manage their interactions without waiting for business hours.

"Customers can now handle their accounts online anytime, even on weekends, which has been a huge leap forward for us. They can place orders at night, and we have them ready to process first thing Monday morning,” Scott said. "That’s been a big advantage for us, especially for dealers open on Saturdays who need parts fast."

Aldrich’s commitment to customer service extended far beyond the platform. Their ongoing support, flexibility, and responsiveness helped Midwest Equipment navigate challenges as they expanded their digital offerings. This strong partnership built a level of trust that Scott’s team came to rely on.

“Your customer service is almost so good that you help us with things outside your normal responsibilities,” Scott noted. “It’s comfortable knowing we’re in good hands. The answer isn’t always easy, but we share a common goal: to keep improving."

Results and Impact

The platform’s flexibility has allowed Midwest to continue evolving its offerings. Scott likened Aldrich’s online ordering system, nicknamed the "webtaker," to an additional team member—automating repetitive tasks while freeing up staff to focus on more meaningful customer interactions. As Scott Tindle explains, “The ‘Webtaker’ feature has become one of our busiest employees. It handles more orders than many of our customer service reps, giving them more time to focus on delivering personalized support.” The result? Increased efficiency and improved service quality. The transformation exceeded expectations, providing Midwest Equipment with a competitive advantage in a crowded market.

 "All we're looking for is an unfair advantage. Competition is getting stronger but we feel confident in our ability to stand out.” - Tindle

“When we first started, the webtaker was just a sliver of our daily work, but now it’s one of our busiest ‘employees.’ It’s allowed our team to focus on more important customer needs and deliver better quality service.”

The integration of customer-specific pricing, exclusive resources, and permission-based content for their dealers also strengthened Midwest Equipment’s value proposition. By providing a platform where customers could easily access essential materials, from marketing information to detailed product instructions, Midwest positioned itself as an invaluable resource.

Unexpected Benefits in a Crisis

The platform's ability to handle online account management and provide real-time data on orders and customer accounts has improved Midwest’s overall efficiency. When Midwest Equipment experienced a sudden power outage due to a traffic accident, Midwest also appreciated Aldrich's proactive customer service. “Within 10 minutes, Aldrich had called us to check on the issue and offer assistance, even before our IT provider,” Scott recalls. This level of service has built trust and reassured Midwest that their online operations are in good hands.

This level of proactive customer service made all the difference. “Your team called us before anyone else, offering support even though the issue wasn’t directly your responsibility,” said Scott Tindle of Midwest Equipment. “That kind of quick response builds trust. We knew we were in good hands.”

While the power outage couldn’t be resolved immediately, Aldrich's attentiveness reassured Midwest that their systems would be back online smoothly, with Aldrich ready to assist if needed. "It took over an hour before our IT company reached out, but Aldrich was already there."

For Midwest Equipment, Aldrich’s commitment to going above and beyond—especially in critical moments—has made them a trusted partner. Their ability to step in quickly, even outside their core responsibilities, exemplifies the level of customer service that Midwest values.

Looking Ahead

Midwest Equipment & Supply’s digital transformation, powered by Aldrich Solutions, reinforced its reputation as a trusted distributor in the outdoor power equipment industry. By combining modern technology with personalized service, they achieved a balance that resonated with their customers. The platform provided both a simpler way to conduct business and a deeper level of support, allowing Midwest to grow and meet the demands of today’s fast-paced market.

“Anyone can sell something once, but it’s the back-end service and product integrity that keeps customers coming back. With Aldrich, we’ve built a platform that communicates that value and provides the resources our customers need to succeed,” Scott said. “We’re not in a race to the bottom. We sell on value, and that’s our advantage.”

This case study exemplifies how Aldrich Solutions helps distributors like Midwest Equipment not only compete but thrive by combining innovation with an unwavering commitment to customer service.Midwest Equipment continues to push boundaries in the outdoor power equipment industry, with plans to leverage Aldrich’s tools for future growth. As Scott emphasizes, “We’re constantly looking for ways to gain an unfair advantage. Aldrich's platform has been a crucial part of that strategy, helping us communicate more effectively with our dealers and provide better support for their customers.”