1 Mar, 2024
Middendorp Electric Co Pty Ltd (Middy’s Electrical) is Australia's leading independent electrical wholesaler. With over 110 branches nationwide, Middy’s is proud to be 100% Australian, family owned, and independent since 1928.
Each day, Middy’s works with over 10,000 electrical contractors, installers and professionals to provide products and materials throughout Australia. From mines to skyscrapers; houses to factories, there's no job too big or small. Throughout Middy’s 95 years in the electrical industry, their commitment has always been to work closely with their customers and provide opportunities to grow and develop businesses together.
Having had a strong branch presence for many years, Middy’s was seeking to further support their loyal customers with a fresh and efficient digital experience. The goal was to use digital tools to help Middy’s customers save time and energy, ensuring they have the right equipment at hand for each job when they need it.
The goal of the program was to consolidate Middy’s digital ecosystem into a single platform designed to enable a seamless transition between content and products. This multi-year strategic digital initiative included:
Establishing the foundational technology used to deliver the Digital Roadmap
Working with Middy’s to research, identify and recommend the right products and systems
Researching, identifying and recommending the right partners to deliver and support the digital ecosystem
Providing Portfolio Management and Delivery Leadership across all streams of work, which involved collaboration across multiple vendors and partners, both on and offshore
Upskilling the individuals responsible for using and administering the new digital ecosystem and uplifting technical capability across the team
Together we selected a Product Information Management (PIM) system and a Digital Experience Platform (Content Management System) that the Middy’s product and marketing teams could operate and run independently. These tools enabled a broad scope of digital capability, streamlining marketing and product experience for Middy’s internal, and external, customers.
Collaboratively, Middy’s, Midnyte City and an offshore vendor delivered a successful, secure and stable Minimum Viable Product (MVP) website. This complex collaboration was a triumph, giving Middy’s a fresh new digital customer experience, while also laying the foundations for digital engagement to play an increasingly prominent role in Middy's customer interactions. Tradie’s scheduling is dynamic and complex. Middy’s aim is to reduce this complexity by using digital avenues to streamline ordering, payment, and collection of supplies and equipment. This saves their customers a significant amount of time and energy when preparing for projects.
Throughout this initiative, Midnyte City assisted with the overall program administration, vendor selection and management, and web development. Part of this was providing ways of working guidance for all work streams including Website Development, Cloud Engineering, PIM, Security, Testing and Project Management.
This was a massive Digital capability uplift for what has traditionally been a bricks and mortar business. The collective effort invested in change management throughout this initiative saw Middy’s teams excitedly embracing new tools and capability that built alignment across the company, and delighted customers.
The partnership between Middy’s and Midnyte City has resulted in a completely revamped website with improved design, enhanced functionality and an efficient, engaging user experience. The website’s modern look and mobile-friendly interface provides a one-stop shop for customers to search for products, find a branch, place an order and more. Enhanced search capabilities ensure that customers are served relevant product results for swift and smooth ordering.
The new Digital Experience Platform informs strategic market initiatives by providing Middy’s with data and insights into customer interactions. The powerful new capability for data informed product direction leverages technology to better support customers, giving Middy’s an edge in delivering streamlined, efficient customer experiences, increasing engagement, revenue and brand loyalty.
The successful implementation of the website is the cornerstone of a digital strategy designed to continuously and consistently improve the customer experience at Middy’s, as well as realising operational cost savings for the company itself. Through future planned integrations, Middy’s Digital Roadmap will ensure the continuous evolution of the company into the future.
"I have been working with the Midnyte City team for several years now and they have become an integral part of the Middy's team, playing a key role in the development of our digital infrastructure and extensive rebuild of our eCommerce platform.
They bring an exceptional level of knowledge and experience with them. I thoroughly enjoy working with each and every one of them and place the utmost confidence in their decision-making and processes.
I would have no hesitation in recommending Midnyte City to anyone looking to integrate a technology consultant into their business."
James Gardner
Digital Marketing & eCommerce Manager,
Middy's Electrical
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