Want a catalog like this?Line-by-line proposal in 3 days
Submit a briefLano Equipment case study
Every machine and part, online and synced with the ERP.
Lano sells, rents and services heavy equipment. We replaced its slow WordPress site with a headless store that reads the ERP live.
The ERP still runs the business. Now the store and every Klaviyo email read from it live.
- Next.js
- Node.js
- Klaviyo
Next.js
Node.js
KlaviyoThe engagement at a glance
- Industry
- Heavy equipment dealer
- Scale
- Thousands of machines and parts
- Outcome
- Live ERP and email sync
- Engagement
- UX redesign, headless ecommerce
- Platform
- Next.jsNode.jsERP kept
- Model
- Fixed price, you own the code
Certified and partnered
- Klaviyo Partner
- Baymard-certified UX
- Headless / Jamstack
- Google Partner
Summary
Case study summary
The catalog lived in the ERP. The old site could not show it. Now a headless store reads the ERP live, and so does email.
All key facts
- Client
- Lano Equipment, Inc · heavy equipment sales, rental, parts and service (regional, US)
- Partner
- Redefine Innovations · one team, fixed price, full code ownership
- Platform
- Next.js storefrontNode.js integration layerLegacy ERP kept as the system of record
- Integrations
- Klaviyo lifecycle email and flows, legacy ERP
- Disciplines
- UX research, information architecture, headless frontend, ERP integration, Klaviyo automation
Before and after
WordPress to headless, side by side.
From a slow WordPress site to a headless store with the full catalog online.
Inventory online
PartialFull catalog
Load time
4.8s0.7s
Data sync
ManualReal-time
The real problem
The website, the ERP and email never spoke.
The catalog lived in the ERP. The website lived somewhere else. Every listing got typed twice, and email had no idea what was actually in stock.
The challenge
Four problems, solved at once.
Tap a card to see the problem, then the fix.
How it works
How the platform is wired.
Machines, parts, prices and stock stay right on the site, and the ERP was never replaced.
What we engineered
- Next.js storefront that ships on its own.
- Node.js layer for every read and write to the ERP.
- Live inventory sync from the ERP, no re-keying.
- Klaviyo events sent from the new store.
Real-time inventory sync
ERP change
Sync service
Catalog index
Storefront
The loop runs every time the ERP changes.
Catalog ingestion at scale
ERP export
Normalize
Enrich & validate
Index
Publish
What syncs, and how often
| Entity | Direction | Frequency |
|---|---|---|
| Equipment units | ERP → Web | near real-time |
| Parts catalog | ERP → Web | near real-time |
| Pricing | ERP → Web | on change |
| Availability & rentals | ERP → Web | real-time |
| Orders & quotes | Web → ERP | on event |
| Customers | ERP ↔ Web | on event |
| Amazon marketplace | ERP ↔ Channel | on change |
| eBay marketplace | ERP ↔ Channel | on change |
| Uber Freight | Web ↔ Freight | on quote / ship |
Each entity keeps one source of truth in the ERP, with the web and channels reading and writing on a defined cadence.
How the cutover was de-risked
- Extract & map: the ERP catalog extracted and mapped into a normalized content model.
- Dual-run & validate: the new platform ran in parallel, validated against the ERP before any customer saw it.
- Phased cutover: surfaces switched over incrementally, with the ERP as source of truth throughout.
Custom commerce features
The tools that make a catalog this size usable.
Two tools read the ERP feed, so buyers find the right part and see what is free to rent.
Parts finder
Shoppers look up the right part by machine, and see live stock straight from the ERP.
Rental availability
Real-time rental status, pulled from the same ERP feed as the parts catalog.
Klaviyo email
Automations that react to what's actually in stock.
Klaviyo runs at the headless layer, so lifecycle email knows what the ERP knows.
Back-in-stock flow
Trigger
Viewed an out-of-stock unit
Wait
Until the unit is available
Email
It's back and ready to go
Live availability pulled straight from the ERP
Split
Purchased or reserved?
Yes: leave the flow. No: keep going.
Wait
3 days
Email
Last-chance nudge
A reminder before the flow ends
Six flows built
- WelcomeNew subscriber
- Browse abandonmentViewed equipment, no inquiry
- Back-in-stockOut-of-stock unit becomes available
- Quote & parts follow-upStarted a quote or cart
- Service & rental reminderRental ending or service due
- Win-backLapsed customer
Email designs
“The track loader you viewed is available again”
“Your parts are in stock”
“Time for a service check?”
Is your catalog stuck behind a slow CMS?
We connect the storefront, the ERP and email into one platform, and your ERP stays in charge.
The results
A platform built for a catalog this size.
A faster, scalable site with every machine and part online.
- Inventory sync
- Real-time
- From manual, before
- Catalog online
- Full catalog
- From partial coverage
- Systems unified
- 3
- Web, ERP, Klaviyo
- Revenue from flows
- 18%
- Klaviyo lifecycle flows
- Email-driven leads
- 47
- A month, from Klaviyo
- Qualified inquiries
- +15%
- From the new site
Why Redefine
What low risk actually looks like.
Built into how we scope, price and deliver.
Fixed price, line by line.
Scope is defined before a single line of code is written. No change-order surprises.
You own the code, day one.
All code, all repos, all credentials transfer to you on day one of delivery. No lock-in.
Your ERP stays in charge.
We integrate around your system of record. It is never replaced.
Before you ask
Questions about this rebuild.
What replaced the WordPress site?
A headless Next.js storefront, with a Node.js integration layer behind it. The storefront covers sales, rentals, parts and service.
Did the ERP get replaced?
No. The legacy ERP stays the system of record. Equipment and parts inventory sync to the site in real time through the API layer.
What can buyers do on the new catalog?
They can look up a part by machine and see live stock from the ERP, and they can check rental availability for the week. The catalog covers sales, rentals, parts and service.
How does email stay tied to stock?
Klaviyo is wired at the headless layer. Lifecycle flows can react to what a buyer does and to what is actually in stock.
How was the cutover kept safe?
The new platform ran beside the old one and was checked against the ERP before any customer saw it.
Who owns the code?
Lano owns the headless platform from day one. The work is fixed price, scoped up front, and built by one team.
Start here
Your inventory deserves to be online and in sync.
Tell us about your catalog and your ERP. We will map the path.
No commitment. Line-by-line scoping proposal in 3 business days, and we will tell you if we are not the right fit.
550+ projects · 25+ years · 100% fixed-price
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