Letting engineers configure complex tooling and see CAD-based product images and their own price online, without calling the sales desk

Rowenholt’s tools are rarely bought off the shelf. A single family can have several levels of options (size, material, coating, tolerance class), and customers expect prices that reflect their contract terms, product-group discounts and order volume. The old website could not express those choices, so most orders still came by phone or email to engineers on the sales desk.

Product imagery was another gap. Rowenholt had detailed CAD models and drawings for its range, but only a fraction of products had clean, consistent images on the web, which made the catalogue hard to browse.

Rowenholt needed configurable products, SAP-driven pricing, and a way to turn its engineering data into presentable catalogue images without a large photography project. Shelfi’s Product Configurator module, SAP integration, and AI generation of product images from CAD files and drawings, with human approval, met all three needs on one platform.

• Guided configuration. Engineers choose options step by step, and the configurator limits choices to valid combinations before the item goes into the cart.
• Contract pricing from SAP. Customer prices, product-group discounts and volume breaks are read from SAP, so buyers see their own terms immediately.
• Quotes for non-standard requests. When a configuration falls outside standard rules, the buyer can submit it as a quote request for Rowenholt’s engineers to review.
• Product images from CAD data. Shelfi generated catalogue images from Rowenholt’s CAD files and technical drawings. The product team reviewed and approved each image before publication.
• Repeat ordering. Procurement teams use saved carts and bulk entry by part number to repeat orders for consumable tooling.