Wendlehurst Golf EquipmentElectric and push golf trolleys, bags and accessories

A login-specific portal for golf dealers and service agents, rolled out market by market from one catalogue

Industry: Electric and push golf trolleys, bags and accessories
Headquarters: Australia
Customers: Golf retailers, pro shops, service agents and distributors in Australia, New Zealand, the UK and selected European markets
Scale: ~450 products, ~2,500 trade accounts
ERP: Microsoft Dynamics 365
Shelfi modules: Dealer portalLocalizationForexDeliveryShipmentCampaignCoupon

About 70% of trade orders submitted through the portalIn the first market within a year.

Second and third markets launched in about half the timeOf the first, by reusing the setup.

Order-entry workload cut by roughly 60%Freeing sales staff for account visits.

Pre-season orders arrived earlierHelped by targeted dealer-group campaigns.

Starting point

Wendlehurst sells through two kinds of trade partner. Retailers and pro shops buy finished trolleys and accessories, and service agents buy batteries, spare parts and repair items. The two groups need different products and different prices, and each market adds its own currency, tax rules and delivery arrangements.

Orders came in by email, phone and spreadsheet, and the sales team spent much of the week entering them. After a review of costs, management wanted a self-service channel that would cut that work without sacrificing the personal service partners were used to.

Why Shelfi

Wendlehurst wanted each partner to see only what is relevant to them: their catalogue, their price and their delivery addresses. It also wanted each new market to be a copy of an existing setup rather than a new project. Shelfi’s dealer portal, with catalogues and price lists per dealer group and a direct Dynamics 365 connection, matched that model.

What was built

Catalogue by account type. Retailers, pro shops and service agents each see an assortment and price list matched to their account group in Dynamics.
Saved delivery addresses. At checkout, partners choose from delivery addresses held in the ERP. Any change goes through Wendlehurst’s team, so master data stays clean.
Market setups from one template. Australia went live first. New Zealand and the UK followed on the same structure, with local currency, tax and delivery rules.
Account self-service. Partners can see order status, order history and statements from the ERP whenever they need them.
Seasonal promotions. Campaign and coupon modules run pre-season offers for selected dealer groups.

“Each dealer or service agent logs in and sees exactly their own range and prices. When we opened a new market we copied what already worked, instead of starting again.”
— General Manager, Trade Sales, Wendlehurst Golf Equipment