Professional tool ecommerce for Invermac: the technical catalog, made navigable

Invermac distributes professional tools in Chile. Its catalog arrives from the manufacturers it represents, in the format manufacturers deliver.

Manufacturers produce PDF catalogs and technical sheets written for an experienced salesperson, not for a buyer deciding alone in front of a screen.

• The deciding data is buried: one angle grinder differs from another by power, disc diameter and thread type, and that lives in factory documents.
• No comparison possible: every manufacturer describes products their own way, so two brands cannot be placed side by side.
• Mandatory enquiry: without that information exposed, the buyer ends up calling to choose.

The cost is a digital channel that cannot close the sale because it does not resolve the decision.

We turned the manufacturers' technical documentation into a navigable, comparable catalog, with the information that decides the purchase exposed on the listing itself.

The work started from the factory documents, not from the platform.

Catalog assessment and structure

• Work over general catalogs, per model technical sheets and product masters from the represented manufacturers.
• Definition of the attribute structure that allows browsing, filtering and comparing tools by their real technical characteristics.

Sales listings, not factory sheets

• Translation of manufacturer information into listings oriented to the buying decision.
• Specifications that drive the choice exposed legibly and consistently across brands.

The store and its identity

• Ecommerce implementation with a catalog by family and brand, cart and checkout.
• The store's commercial brand was built alongside development, so the channel had an identity of its own rather than being an anonymous extension of the distributor.

Architecture and technology

• Ecommerce platform with a technical attribute model per product family.
• Filtering and comparison over each tool's real characteristics.
• Catalog structure by family and brand across the represented manufacturers.

Learn more about ecommerce development.

The professional buyer finds and chooses without calling, which is exactly what the factory catalog prevented.

Starting point

• Catalog available as PDFs and manufacturer technical sheets.
• No common attribute structure across brands, and therefore no possible comparison.
• The buying decision routed to the phone.

Strategic impact

• Technical attributes became navigable and filterable rather than an attachment.
• Two different brands can be compared because they describe the same things the same way.
• The digital channel has its own identity instead of being an anonymous extension of the distributor.
• Manufacturer documentation stopped being an attachment and became the catalog structure.