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Client case study
Alteza Restaurant Supply: turning a large equipment catalog into a store that sells, quotes, and ships freight
A catalog of commercial kitchen equipment that buyers could browse but not easily buy. We fixed the product data, built a quote workflow for bulk and freight orders, and opened up Google Shopping.
Results
Freight
items now purchasable online with live rates
Same day
quote response through CRM alerts
Shopping
catalog eligible after feed fixes
The challenge
Restaurant owners and chefs buy two ways: small reorders they want to check out fast, and large opening orders that need a quote, freight pricing, and a sales conversation. The store was built only for the first. Heavy items like ranges, fryers, and refrigeration could not be priced for freight at checkout, so carts were abandoned and the team chased buyers by phone.
Why it was complex
- Thousands of SKUs with thin manufacturer descriptions and near-duplicate variant pages competing with each other in Google
- Google Merchant Center disapprovals from missing GTINs, brand values, and shipping weights, which kept most products out of Shopping ads
- No way to price LTL freight for oversized equipment, so the cart showed a placeholder and buyers left
- Bulk and new-location orders arrived as scattered emails with no record in a CRM, so quotes were slow and follow-up was inconsistent
How we fixed it
Product data pipeline
Normalized the catalog into a clean feed with GTIN or MPN, brand, condition, and shipping class. Supplemental feed rules fixed titles for search intent and cleared the Merchant Center disapprovals.
Freight at checkout
Integrated real-time LTL rate quotes for oversized items, with liftgate and residential delivery options, so heavy equipment could be bought online with an accurate total.
Request a quote workflow
Added a quote cart for bulk and opening orders. Each request lands in the CRM as a deal with line items, the buyer gets an instant acknowledgment, and sales is alerted to respond the same day.
Category SEO and Shopping
Rebuilt category templates with buying guides, Product and Offer schema, and canonical rules for variants, then launched Shopping and Performance Max campaigns split by margin tier.