Consolidated Supply Co.’s embrace of digitization helps it stand out
By Shelly Strom – Contributing writer
Consolidated Supply Co. is a 90-year-old supplier of plumbing equipment — all words that would seem to belie the impression that it's hip to any sort of modern e-commerce user experience, or that it would want to be.
But times are changing, and so is the Tigard-based company. Now in its fourth generation of family ownership, Consolidated this year is launching a slate of new digital features it hopes will ensure the company stays relevant for a fifth generation.
It's a strategy Consolidated believes will position it well ahead of regional competitors, while catering to the millennial generation that's starting to take the reins in this decidedly blue-collar industry.
“Being a legacy company is a treasure and a privilege," said Karla Neupert Hockley, the president of Consolidated and a fourth-generation leader at the company founded by her great-grandfather E.A. Neupert. "However, the supply chain industry is shifting dramatically and to remain relevant we have to look at status quo as the enemy."
The next generation
Consolidated employs 430 people and generates annual revenue of more than $150 million by selling supplies to contractors in plumbing, waterworks and hyrdronics. The company has six branches in Oregon, seven in Washington and four in Idaho. Consolidated also owns and operates The Fixture Gallery, which has 10 locations throughout the Northwest.
Hockley heads Consolidated's leadership team along with her mother, Karolyn Neupert, the company's chairwoman. Neupert is the widow of Karl E. Neupert, the company’s third-generation owner and leader. Karl, upon being diagnosed with pancreatic cancer in 2003, asked his wife to take over day-to-day operations. He passed away only 10 days later.
Like most suppliers to the trades, Consolidated has offered online ordering for a number of years. But also like most suppliers, the user experience is clunky, lacking deep product detail and artificial intelligence for suggestive shopping, among other features that are commonplace in online consumer retail. Read more.