Case study · B2B wholesale · UK
Website Redesign, Marketing & Sage ↔ Web Integration
Suman Bros is a UK B2B stationery wholesaler with 13,602 Sage SKUs, thousands of trade customers, and a Bluepark store that had drifted from reality — inactive products still live, proven sellers missing from the web, and product copy that search engines and AI could not use. NuvonHub redesigned sumanbros.com, linked offline Sage to the online catalogue, flagged inactive candidates with client sign-off, rewrote descriptions for SEO, AEO, and GEO, and launched email marketing and social content posting. The engagement is live and expanding week by week.
Published 2026-06-17 · 10 min read
Evidence
Catalogue reconciliation at a glance
- 13,602Sage SKUs analysedOffline stock master reconciled to web
- 7,295Inactive candidates flaggedRemoved or set inactive on web after client sign-off
- 2,291+Live web productsSEO, AEO & GEO descriptions
Context
What was limiting progress
NuvonHub redesigned the Suman Bros website for conversion and trust — then connected it to what happens in Sage so the online catalogue reflects what the business actually sells.
We flagged 7,295 inactive candidates, phased removal or inactivation with client sign-off, prioritised proven sellers for the web, and rewrote product descriptions for Google, Bing, and AI answers — SEO, AEO, and GEO built into the catalogue, not bolted on later.
Marketing is underway: email campaigns, social content posting, and organic visibility work so the redesigned site reaches buyers — not just sits online.
| Area | What we found |
|---|---|
| Website | Outdated UX — weak conversion and unclear ordering paths |
| Sage vs web | 13,602 Sage SKUs vs 2,291 on site — systems diverged |
| Inactive catalogue | 7,295 inactive candidates still live or cluttering data |
| Proven sellers off-web | 4,518 sold in Sage, not listed online |
| Search visibility | Thin product copy — not ranking or AI-citable |
| Marketing | No consistent email, social, or organic programme |
| Trade customers | 1,900+ accounts — many still ordering by phone |
| Operations | Staff re-keying between Sage and the website |
Sage all products 13,602; Sage sold in three years 6,307; live on website 2,291; sold in Sage not on web 4,518; inactive candidates flagged 7,295.
Intervention
What NuvonHub changed
Website redesign
Full redesign of sumanbros.com — modern wholesale UX, clearer category structure, conversion-focused product pages, and mobile-ready ordering paths for trade buyers.
ApproachRedesign for conversion first — then wire it to real stock and Sage data.
- Homepage and category structure rebuilt for wholesale buyers
- Product and account flows aligned to Bluepark B2B ordering
- Mobile-responsive layout — buyers browse and reorder on the go
Linked offline Sage to the online website
Sage 50 held the truth — 13,602 SKUs, invoice history, and stock flags — while the website had drifted. NuvonHub built the reconciliation layer between Sage products and web listings.
ApproachERP stays in Sage. The website shows what Sage says you sell.
- 13,602-row Sage stock master analysed against live web catalogue
- 4,518 proven sellers identified for web prioritisation
- Ops dashboard — KPIs, gaps, and catalogue health in one view
Flagged inactive candidates
Thousands of SKUs were inactive in practice but still live online or cluttering the catalogue. We ran a data-driven cleanup with client sign-off before anything changed on the web.
ApproachFlag first, then remove or inactivate on web — not bulk deletes without review.
- 7,295 inactive candidates flagged from Sage sales data
- Phased inactive playbook — client approves before web changes
- Cleaner catalogue — buyers see what you actually fulfil
SEO, AEO & GEO product descriptions
Every live product needed copy that Google can rank, AI assistants can cite, and wholesale buyers can scan in seconds — with JSON-LD and UK entity signals throughout the catalogue.
ApproachOne description layer — search, AI, and humans read the same truth.
- 2,291+ live web products with intent-based titles and meta descriptions
- JSON-LD and structured product data across the catalogue
- Copy formatted so AI Overviews and answer engines cite accurately
Marketing programme — email & social
NuvonHub started the marketing layer: email campaigns to trade and retail lists, social media content posting, and organic hooks that point back to sumanbros.com.
ApproachSite + catalogue + channels — one programme, not three vendors.
- Email marketing — campaigns and newsletters to customer lists
- Social content posting — product, offer, and trust-led posts
- Landing paths from social and email back to live product pages
Operations dashboard & order flow
Leadership and ops needed visibility without exporting CSVs every week. A live dashboard connects Sage and Bluepark with cloud snapshots for remote access.
ApproachSee the business in one place — office PC or phone.
- Live ops dashboard — sales, stock gaps, and customer drill-down
- Cloud snapshot access for leadership on any device
- Web order → Sage invoice workflows — less manual entry
Outcomes
Documented operational state
- Website
- Redesigned & live
- Sage SKUs analysed
- 13,602
- Inactive candidates flagged
- 7,295
- Live web products
- 2,291+
- Email marketing
- Programme live
- Social content
- Posting underway
- Sage ↔ website
- Linked & reconciled
Shift
Before and after (documented)
Narrative summary — not a simulated before-state screenshot. Live site reflects current catalogue work; historical gaps are described from Sage ↔ web analysis.
- Before
Outdated website — weak UX and unclear wholesale paths
AfterFull redesign — conversion-focused B2B ordering on sumanbros.com
- Before
Sage and website out of sync — inactive products still live
After13,602 SKUs reconciled — 7,295 inactive candidates flagged; removed or set inactive on web after client sign-off
- Before
Generic product copy — invisible on Google and AI search
AfterSEO, AEO & GEO descriptions across 2,291+ live web products
- Before
No email or social marketing programme
AfterEmail campaigns and social content posting live
- Before
Orders re-keyed manually between Sage and web
AfterLinked workflows — web orders flow into Sage with less friction
Interface
Wholesale site on desktop and mobile
Client voice
Client testimonial
“NuvonHub redesigned our website, linked Sage to our online store, and cleaned up products that should not have been live. Search descriptions, email, and social are finally moving together — we can see the difference every week.”
Relevant capabilities
Services involved in this programme
Wholesale & ERP
Catalogue out of sync with Sage?
We redesign, reconcile ERP to web, and structure product copy for search — scoped against your stock master and sign-off process.