What happens when a manufacturer with thousands of products across multiple sales channels can’t keep up with the pace of its own growth? For lighting and ceiling fan brand Craftmade, managing 3,800 SKUs across showrooms, hospitality, and e-commerce became overwhelming. Reps lacked real-time information, customer service was buried in repetitive calls, and product launches moved more slowly than the market demanded.

In this article, we explore how digital product catalog software from SuperCat, a B2B sales enablement platform, transformed Craftmade’s operations into a data-driven, multi-channel powerhouse.

Craftmade’s Multi-Channel Sales Model #

With thousands of products in its catalog, Craftmade sells through a broad network that spans showrooms, hospitality projects, and e-commerce channels. The company works with more than 2,000 showrooms across the U.S., maintains a specialized hospitality sales force for large-scale developments, and partners with online retailers who require constant product data feeds.

Supporting such a diverse customer base demanded more than printed catalogs or manual updates. Each channel relied on accurate product data, real-time inventory and pricing, and reliable access through a digital product catalog software and wholesale ordering portal. Without a unified system in place, inconsistencies in data created daily challenges for both sales reps and customers.

From Paper Processes to Digital Product Catalog Software #

In the years before Craftmade modernized its systems, the company was far from being “data-friendly.” Pulling product specifications and inventory details from its outdated operating system was slow and frustrating, leaving both employees and customers without the information they needed. Leadership changes only added to the pressure, as more responsibilities fell on executives who had no reliable way to communicate with sales reps or share consistent product data.

The company’s wholesale ordering portal frequently crashed, providing incomplete or unreliable information. Reps repeatedly asked for better access to images, specifications, and pricing, but the tools in place could not deliver. At trade shows, orders were still written on paper, and marketing had to print binders full of updates, an inefficient and error-prone process. Meanwhile, the customer service team was inundated with repetitive calls about order status, tracking numbers, and product availability.

Without an integrated digital catalog and a central platform for managing sales data, Craftmade faced:

• Fragmented and unreliable data systems
• Weak communication between leadership, reps, and customers
• A failing portal that damaged customer confidence
• Heavy workloads in customer service caused by hundreds of daily calls

As EVP David Rauschuber explained, “We needed a way to communicate with and manage our reps. The communication wasn’t there, the data wasn’t there, and our customers demanded better.”

How SuperCat Became Craftmade’s Single Source of Truth #

The shift began when Craftmade recognized that its future growth depended on a reliable, centralized system for managing product data. By implementing SuperCat’s digital product catalog software, the company created a single source of truth that connected product development, sales reps, customer service, and end customers.

Real-Time Inventory and Pricing #

Through hourly API updates, every SKU in Craftmade’s catalog reflects current stock levels and next-available dates. Sales reps no longer rely on outdated spreadsheets or phone calls. They can see accurate information instantly and close deals on the spot.

Multi-Price List Management #

SuperCat made it possible to assign different pricing structures to different customer types, from designers to stocking distributors. The “Get My Price” feature allows reps or customers to pull live, account-specific pricing in less than a second, building trust and speeding up negotiations.

Complete Product Information #

Every one of 3,800 SKUs now has direct links to spec sheets and installation guides, ensuring accuracy in the field. Reps no longer waste time hunting for documentation, and customers can self-serve 24/7 through the portal.

Library Updates with Red-Dot Alerts #

Instead of printing binders or flooding inboxes, Craftmade posts price lists, discontinued items, and show specials in SuperCat’s Library feature. A red-dot notification highlights new updates so reps always know what’s current.

By consolidating data and delivering it through one B2B sales enablement platform, Craftmade eliminated confusion, reduced service costs, and gave both reps and customers the confidence of working from the same information. What was once a fragmented process is now streamlined, consistent, and scalable.

Driving Efficiency at Trade Shows #

Trade shows are a critical sales channel for lighting manufacturers, but outdated workflows often slow the process. Instead of filling out handwritten order forms or relying on printed catalogs, Craftmade’s reps now leverage QR code ordering at trade shows through the sales enablement platform. Using an iPad, a rep can quickly scan a product or family code, apply display discounts or stocking levels, and generate a digital order instantly.

This approach not only speeds up the buying experience but also ensures accuracy by pulling directly from the digital product catalog software, complete with real-time inventory and pricing. Orders no longer need to be re-entered after the event, saving hours of manual work and significantly reducing the chance of errors. By combining independent rep tools with a wholesale ordering portal, Craftmade transformed its trade show presence into a streamlined, data-driven operation that wins business on the spot.

The B2B Customer Portal: Self-Service That Cuts Calls #

Instead of calling customer service for basic information, buyers can track shipments through UPS, FedEx, or SIA with live hyperlinks and view backorders along with expected availability directly in the system.

Because the portal connects to the digital product catalog software with real-time inventory and pricing, customers always see accurate data without waiting for a manual update. The adoption rate has been remarkable, with around 1,500 individual users and 300–350 sessions per day during peak seasons.

By combining self-service functionality with a centralized wholesale ordering portal, Craftmade freed its service team from repetitive inquiries and gave customers the transparency they expect in a modern, data-driven buying process.

Results That Matter #

The shift to a digital product catalog software and integrated B2B sales enablement platform delivered measurable results for Craftmade. One of the most immediate impacts was cost savings, as the self-service wholesale ordering portal eliminated the need for approximately three full-time customer service roles that were previously dedicated to answering repetitive questions on pricing, tracking, and availability.

Product launches also became significantly faster and more efficient. Instead of waiting for printed catalogs or marketing sheets, new SKUs now publish instantly with specs, images, and real-time inventory and pricing, making them immediately accessible to sales reps, independent reps, and customers. The company further optimized its resources by transitioning to a two-year catalog cycle, supported by continuous digital updates that keep information current without the need for reprinting.

Finally, the transition to a cloud-based system provided true business continuity. Even during weather disruptions or office shutdowns, Craftmade’s operations continue seamlessly, orders can be placed, inventory checked, and shipments tracked without interruption. Together, these outcomes highlight how data-driven tools not only streamline workflows but also create long-term resilience for manufacturers.

Conclusion #

For Craftmade, SuperCat was a game-changer. From reducing costs to empowering reps with real-time data, the platform turned a fragmented sales process into a unified, digital-first strategy.

If you’re a manufacturer facing similar challenges with catalogs, reps, or customer service load, now is the time to consider digital product catalog software as your foundation.