Showing the exact same product list to all your dealers may seem practical at first glance. However, real business life does not work that way.
Some products are only sold in certain regions. Some are only available to large dealers. Others are exclusive to a specific dealer due to contracts.
In this article, we explained how to structure the dealer catalog, establish visibility rules, and keep the catalog up to date.
Table of Contents
Why different catalogs?
There are several legitimate reasons for catalog differentiation, and they are part of commercial strategy.
Regional distribution rights are the most common reason. It may be contractually bound that a product is sold by only one dealer in a specific region.
Segment differentiation is the second reason. High-end products may only be open to certain dealers; this is part of brand positioning.
Minimum order constraints also affect the catalog. Products sold only on a pallet basis should not appear on small dealers' lists.
Finally, there is the stock constraint. Opening low-stock products to all dealers generates unfulfillable orders.
Catalog structure
A catalog consists of the intersection of two definitions: product groups and account groups. It is determined which account group will see which product group.
This structure prevents making individual definitions for each dealer. When a new dealer is added, they are assigned to a group and their catalog is created automatically.
The number of groups should be kept low. Three to five account groups are sufficient for most distribution structures;B2B account groups see the post.
Exceptions can be defined on a dealer basis, but as the number of exceptions increases, the structure becomes unmanageable.
An annual review is sufficient to clean up accumulated exceptions.
Setting up product groups
Product groups are the fundamental building block of catalog management. A well-established group structure simplifies all subsequent work.
Groups should be established according to commercial logic, not just product category. Groups like "new season" or "key dealers only" are also useful.
A product can belong to more than one group. This flexibility makes complex distribution structures manageable.
Group definitions are kept on the general definitions side and shared with other modules; general definitions module houses this structure.
Assigning a group when a new product is created should be a step in the product creation process; assignments made later are often forgotten.
Visibility rules
A product being visible in the catalog is not enough on its own; how it appears must also be defined.
Stock information visibility is a business decision. Showing the exact quantity is transparent but also reveals competitive information; some businesses prefer showing "in stock / low / out of stock".
Price visibility is mandatory; a dealer cannot place an order without seeing their own price. Each group sees its own price list.
It must also be determined whether out-of-stock products will remain in the catalog. Showing them and saying "out of stock" is generally better than hiding them completely; the dealer knows the product exists.
Visibility definitions should be considered together with the authorization model; authorization page.
Catalog content quality
Although content quality in a B2B catalog may not be as critical as in retail, it should not be neglected. If dealers cannot find what they are looking for, they call.
Product name and code must be clear. Dealers usually search by code; the search becomes easier if their own internal code is also defined.
Visuals make a difference even in B2B. Especially in distinguishing similar products, visuals work faster than codes.
Packaging information is critical: items per box, pallet quantity, and minimum order. If this information is missing, orders with incorrect quantities will come in.
This is where having correct unit definitions pays off; unit and brand definitions see the article.
Campaign and featured products
A catalog is not merely a list; it is also a sales tool. Featured sections strengthen this function.
When discounted products are shown in a separate area, they catch the dealer's attention and are more likely to be added to the order cart.
The best-sellers list is also an effective guidance tool. Dealers want to see what other dealers are purchasing.
Announcing new products in a separate area reduces the promotion burden on the field team.
We detailed the campaign structure in the dealer campaign management article.
Keeping the catalog up to date
A catalog is not a set-it-and-forget-it structure. It requires maintenance as the product range changes.
Removing discontinued products from the catalog is the first rule. Ordering a product that is no longer sold puts both the dealer and you in a difficult position.
Adding new products in a timely manner is equally important. A product promoted in the field but missing from the catalog means a missed sales opportunity.
Price updates must be reflected in the catalog instantly; delays lead to orders being placed at old prices.
Catalog and group definitions are managed in the B2B module; the interface opened to the buyer is at an early stage.
Catalog preparation steps
Catalog preparation begins with reviewing product data. A catalog launched with missing data drives the dealer back to the phone.
First, the consistency of product names must be checked. Different spellings of the same product render the search functionless.
Then, visual deficiencies are completed. Products without visuals are almost never ordered by dealers.
The category structure should also be simplified. A deep hierarchy makes it harder to reach the product rather than easier.
Technical specifications and box information should be added; dealers plan their orders based on this information.
Finally, it is determined which products will be visible to which dealer groups; not everyone has to see every product.
Points to consider
A catalog is not a structure to be prepared once and left alone. As new products are added, they must be processed with the same care.
For this, a control step must be added to the product card creation process; cards should not be opened with missing data.
Discontinued products should also be hidden; dead products remaining in the catalog generate useless orders.
Search behavior should be monitored; searches with no results are a signal for missing products or incorrect naming.
The interface on the dealer side is still in an early stage; we clarify the scope together before setup.
This clarity is the most important step of the project in terms of expectation management.
Frequently asked questions
How many different catalogs can be managed?
When a group structure is used, the number is not limiting. The real limit is manageability; a small number of groups should be preferred.
Can special products be defined on a dealer basis?
Yes, they can be defined as exceptions; however, exceptions need to be reviewed periodically.
Can the catalog be exported?
It can be sent to dealers as a file; however, up-to-date viewing through the portal is more reliable.
Does the field team see the same catalog?
The representative must see the catalog of the dealer they are visiting; mobile field usage see the article.
The dealer catalog is the reflection of your distribution strategy on the screen. When structured correctly, the dealer finds what they are looking for, and you do not open unwanted products to unwanted channels.
Clarify your account groups before setup. Dividing your dealers into three to five segments takes care of half the catalog definition.
Then, build the product groups according to commercial logic. Instead of copying the category tree, create groups that reflect your distribution rules.
By consulting with the EQLEM team you can plan your dealer catalog structure.