Our Solution

We built a fully bespoke merchant portal tailored to XL Joinery’s exact processes and business goals. What began as a simple ordering platform request, became a powerful, all-in-one digital hub that gave merchants everything they needed in one place.

Accessible via both central merchant and location logins, the portal included all personalised pricing, controlled centrally through a master XL dashboard, so updates could be made instantly. Merchants could see real-time stock levels, live availability and restock dates of all door products, removing the need to phone the XL team and allowing them to deliver accurate information straight to their customers.

Ordering was fast and seamless, with clear delivery times and smart product suggestions that highlighted complementary items, helping merchants upsell and offer better customer service. The portal also doubled as a sales toolkit, giving merchants access to brochures, guides and extra resources to support their conversations with end-users.

The portal was built on a bespoke CMS specifically for XL that integrated with their website. It had the ability to run via spreadsheet-driven data, through to a structured product system and kept information consistent across all platforms. Developments included connecting the portal to XL’s Website lead management system, allowing merchants to accept and update website-generated leads directly within their portal, creating a smooth handover from enquiry to fulfilment.

“Northern Media have supported us as our digital media agency over a number of years. The new portal transformed how XL Joinery communicated with and worked alongside our merchant network and led to YOY growth. Needless to say, we enjoy working with the NM team.”

Jalil Kamaruddin – XL Joinery Managing Director.