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METRACLARK ' S DIGITAL LEAP: ENHANCING HVAC & R ACCESSIBILITY WITH E-COMMERCE PLATFORM
By Eamonn Ryan
Peter Shamley, e-commerce manager and Eastern Cape regional manager for Metraclark, at the sidelines of FRIGAIR 2025, offered insight into the company ' s evolving digital strategy.
Peter Shamley, e-commerce manager and Eastern Cape regional manager for Metraclark, at FRIGAIR 2025.
Johann Jooste, Metraclark operations manager at FRIGAIR 2025.
RACA Journal I October 2025
Aiding this strategy has been Shamley’ s own transition from a branch manager role to his current dual position since 2023, with e-commerce now his primary focus – with the benefit of his hands-on product knowledge and experience. He acts as the bridge between customer needs and the digital platform, identifying " what products the customers are looking for " to ensure the website is relevant and user-friendly.
“ Metraclark ' s digital journey is significantly bolstered by its affiliation with Beijer Ref, a global leader in refrigeration and HVAC distribution, whose backing provides substantial support for the development of our e-commerce site and the crucial Product Information Portal( PIP), which feeds content directly to the website,” says Shamley.
A SEAMLESS ONLINE EXPERIENCE WITH LIVE PRICING AND 24 / 7 ACCESS Metraclark ' s e-commerce platform is designed for safe, seamless customer interaction. New users register for access, which is then linked to their internal customer account number. This integration is key to the platform ' s core functionalities:
• Once logged in, customers can view live pricing tailored with discounts applicable to their account. This transparency allows for immediate and accurate cost calculations.
• The online portal is available around the clock, providing customers with the flexibility to browse products, check availability and place orders at their convenience, regardless of standard business hours.
The platform displays live stock levels, enabling customers to confirm product availability before placing an order.“ While the e-commerce platform facilitates the ordering process, it operates in conjunction with Metraclark ' s established branch network. Orders placed online are processed through the system, but customers still pick up their products directly from their nearest Metraclark branch. This hybrid approach combines the convenience of online browsing and ordering with the efficiency of local stock collection,” he adds.
To encourage broader adoption of their e-commerce platform, Metraclark has implemented attractive customer loyalty programmes:
•“ An exclusive standing discount is applied on every purchase made through the e-commerce platform, providing a direct cost-saving incentive when using your customer card, it’ s savings you don’ t want to miss!” says Shamley
• New online users are further incentivised with a promotional voucher on their initial online order, offering an immediate benefit for embracing the digital channel
Shamley reiterates a core tenet of Metraclark ' s e-commerce strategy: it functions as a supplementary tool for their existing 24 branches. " We think of our e-commerce platform as a support to our branches – or an additional salesperson to the branch, not an independent part of the company.”
The online ordering process is designed to be highly convenient yet fully integrated with the branch operations. Customers log in, browse products and place their orders, crucially selecting their preferred branch for collection, standard delivery and or freight. Once an order is placed, the information is automatically sent to the chosen branch.
This process effectively streamlines the initial steps of a purchase, saving valuable time for both the customer and the branch staff. While customers still need to either drive to the branch for pickup or arrange for delivery, the e-commerce platform offers unparalleled convenience for pre-order activities.
Shamley highlighted a key benefit: the 24 / 7 accessibility. An HVAC & R professional working late, perhaps on a quotation at 20:00 or 21:00 can log in, view their personalised pricing, check live stock availability at any Metraclark branch, and place an order. Without delay, the chosen branch will have the order ready.
Metraclark actively encourages online adoption through a tiered loyalty scheme. Customers need to be registered for Metraclark ' s Customer Buyer Card to access the online platform. This programme, also serving as a fraud prevention measure, offers an additional discount on top of a customer ' s standard pricing.
The platform recognises the global trend towards e-commerce, while addressing a common apprehension within the refrigeration industry: the fear of purchasing the wrong item online due to the technical nature of the products.
Shamley reassures that while the online platform offers convenience, the human element remains critical. " A lot of people are scared of using the online platform, so they need advice." To mitigate this, he emphasises that if a customer is unsure, they can still consult with their local branch. Furthermore, the branch staff, being familiar with their customers, can proactively review orders and contact the customer if something appears incorrect, offering assistance in correcting the order. This approach fosters trust and bridges the gap between digital convenience and expert human support in the complex HVAC & R market. RACA
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