US B2B retailer SiteOne chose Flintfox to take their pricing to the level
The Company
SiteOne Landscape Supply, formerly John Deere Landscapes, is the nation’s largest wholesale distributor of landscaping products. Headquartered in Roswell, Georgia, the company operates through over 690 branch locations across 45 U.S. states and six Canadian provinces, serving more than 180,000 landscape professionals. Its vast catalog of 100,000+ products includes nursery items, irrigation systems, outdoor lighting, fertilizers, turf protection products, grass seed, turf care equipment, and golf course accessories.
In 2014, SiteOne was a $1 billion company. By 2021, it had grown into a business generating over $3 billion in revenue, fueled by both organic expansion and a series of strategic acquisitions. But behind the scenes, a growing pain point was emerging: pricing.
The Challenges
Manual Spreadsheets Slowed Operations
Before implementing Enable, SiteOne’s pricing team managed an overwhelming 1.5 billion price combinations, 50 pricing models, and 30,000 customers on a single spreadsheet. This manual process was not only time-consuming but also error-prone.
“From a pricing standpoint, it was very legacy,” recalled Sean Kramer, CIO. “We would have to update spreadsheets, upload them. It would take quite a long time for just our pricing team to manage the prices.”
Lack of Real-Time and Custom Pricing
SiteOne sells exclusively through Point of Sale (POS) systems, which made the lack of real-time pricing a major operational hurdle. Pricing delays were felt directly by customers at checkout.
“Our existing pricing engine at that time was much slower than we needed it to be,” explained Anna Kupchenko, Director of IT Business Applications for Finance. “We couldn’t connect any other systems to it, so it wasn’t possible to integrate updates to the pricing process.”
John Rockwell, Senior Director, Software Delivery added, “Pricing would take longer to show for the system. It was impacting customer experience with longer wait times.”
Compounding this issue, SiteOne offered custom pricing for over 300,000 customers, further complicating the process of ensuring the right price reached the right customer at the right time.
An Ecommerce Platform Falling Behind
SiteOne had also invested in e-commerce, but without integration between its online platform and POS system, the experience was fragmented. As John admitted, “Our e-commerce platform was there, but there were a lot of challenges. It wasn’t connected to our point of sale in ways that we could show pricing and have orders and charge credit cards. So, we were a little bit behind the times.”
The Solution
A Single Source of Truth
Enable provided a powerful pricing engine that integrated seamlessly into SiteOne’s D365 ERP, creating a centralized, automated pricing hub. This gave the company a single source of truth for pricing, ensuring consistent and transparent prices across every branch and channel.
“When Enable came in, they suggested we implement the Enable pricing engine that would be connected to Dynamics,” said Anna.
Elimination of Manual Effort
With automation in place, SiteOne drastically reduced its reliance on manual processes. “Out of the solution, many of the requirements that we had came out of the box,” noted Sean. “The level of customization that was going to be required to put this in place was minimal.”
By removing tedious data entry and spreadsheet updates, the pricing team could finally shift focus to strategy and growth.
Lightning-Fast, Real-Time Pricing
Perhaps the most transformative benefit was speed. “With our legacy pricing engine, pricing in store was around one or two seconds per item,” said John. “With the Enable pricing engine, we’ve enhanced that to a couple milliseconds.”
This near-instant response time allowed SiteOne to implement real-time pricing updates across all channels—empowering both staff and customers with reliable, up-to-date information.
Seamless POS and Ecommerce Integration
The new Enable-powered pricing engine was extended to SiteOne’s e-commerce platform, finally unifying online and in-store pricing under the same system.
“Having an intelligent pricing platform allows us to dynamically change with market conditions to scale across all of our stores throughout the United States and Canada,” said John. “Our customers now see transparent pricing that is updated dynamically.”
Rapid Ecommerce Growth
The impact on e-commerce was immediate. As Anna recalled, “When we implemented commerce, we went from $0 to a million in sales growth in about six months. At this time, I believe we’re approaching $40 million in e-commerce sales.”
This explosive growth demonstrated the value of real-time, accurate pricing in expanding SiteOne’s digital footprint.
Increased Efficiency and Accuracy
Pricing is now faster, more reliable, and less error-prone, dramatically improving both internal efficiency and customer satisfaction. “Pricing became more reliable, more stable, therefore benefiting any error reduction overall,” said Anna.
As Sean summarized, “The implementation of the pricing engine has helped drive growth.”
98%
pricing accuracy
2x
increase in profitability
1.5B
prices in seconds
‘None of the platforms that we looked at were suggested for the volume of prices we were projecting. We wanted to be able to generate millions of prices per day.’
Anna Kupchenko Director of IT Business Applications for Finance, SiteOne
‘Enable integrates directly with our ERP system, automatically importing all our purchasing data. Using the predefined agreements, it calculates the earned and due rebates. This centralized platform provides a single source of truth, eliminating the need for manual data extraction and spreadsheet calculations. This automation reduces the risk of human error and enhances the accuracy of our calculations by ensuring all data is processed within one cohesive system.’
Neal Boomer Group Financial Director
‘The commercial team is central to negotiating contracts and fostering customer relationships. The aim is to empower them to handle contract creation with minimal finance involvement. By managing negotiations through Enable’s software, we can gain better oversight and intervene more effectively before finalizing agreements, thereby strengthening our partnerships with customers.’
ITW Pricing Professional
‘Hyre believes the most compelling reason to consider Enable is that shared desire to be the kind of customer you value dealing with – the ones who plan ahead, provide accurate orders, pay bills on time and are ready at the job site. He explains, “With Enable, we can extend this reliability to our trade partners and vendors. It enables us to be a dependable customer, meeting tiered programs, maintaining accurate data, and ensuring appropriate challenges when needed. Vendors appreciate that if we question something, it's done with precision, avoiding unnecessary time-wasting disputes. The goal is to be the shining gold star customer for our vendors, and Enable plays a pivotal role in achieving that.’
Scott Hyre Purchasing Manager/ Manager Special Projects
‘We were really very happy with the speed with which that was accomplished. The team that we've worked with has been very, very professional, very focused on taking care of our needs, and the different nuances that exist within our data.’
Mark Larson CFO
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