Case studies


Cromwell is Europe’s leading independent supplier of maintenance, repair and operations type products, offering the widest choice to all industries, professions and trades. They have a stockholding in excess of £50M spread throughout the world. 54 UK branches offer a Trade Counter/Collection Service and a daily delivery to local Industry.

Lockside is working with Cromwell to implement Geni-Sys to supplement in-house systems developed by Cromwell’s development team.

The marketing department is responsible for multi-channel marketing of hundreds of thousands of products via catalogues ranging from 10s of pages to the main 2000 page catalogue, produced in different versions and languages. The web site is a vital channel and carries products that are not in catalogues and vice versa.

Managing such a vast range, of sometimes highly technical products, needs a system that can manage multiple channels, multiple languages, product specifications, images, attachments, prices and much more besides. It also has to work with other systems such as ERP and web shops.

Critical to the project, and the reason Lockside was chosen is to automate much of the production of catalogue pages. The work flow involves product selection, image attachment, grouping of products in to families together with their images and building pages in Quark XPress.


We needed better performance from our eCommerce shop and chose Lockside because they had demonstrated they could increase sales using a holistic approach to web promotion. They proved to us that they could tie in design, content and usability with Google ad campaigns and Google Merchant to drive sales. We can now react much more quickly and push what customers are looking for and are buying.

Ashley Smith – Director