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Eagle Crusher

Crushing it online

Eagle Crusher is no stranger to driving innovation. For over 100 years, they’ve been leaders in the development and delivery of advanced, high-performance, and low-operating-cost crushers for the recycled concrete, asphalt, aggregate, sand, and gravel industries.

But their latest innovation wasn’t from the factory floor. It came from a smart decision to modernize how they support their dealers digitally.

Even in an industry notoriously behind in digital commerce, it shouldn’t be surprising that Eagle Crusher had a vision to modernize their brand and improve the day-to-day experience of their dealer network. They just needed a development partner who could help secure buy-in from different departments and deliver on the vision.

Which led them to Above The Fray.

Website

parts.eaglecrusher.com

Platform

Shopware

The Challenge

The team at Eagle Crusher had been exploring how to weave ecommerce into their operations for a long time. They had interfaced with our team for years, never quite ready to make the jump, but always trying to understand the possibilities.

With strong pre-existing connections with dealers, they weren’t looking for new ways to generate sales. However, there was a strong need to streamline back-office functions and improve digital communication with customers.

Dealers wanted online parts listings with current pricing and stock availability, ideally with the option to submit orders under invoice terms as they do in person or over the phone.

They required a solution that could be executed incrementally. That would provide a great initial experience for dealers, prove the operational value, and scale into a feature-rich ecommerce platform.

No competitors had done anything like it or showed any sign of doing so anytime soon. But, like they had done for over a century, Eagle Crusher wanted to innovate. And they had a partner in mind to help them do it.

The Solution

Our pre-existing relationship with Eagle Crusher gave us a deep understanding of their organization.

We knew they required an incremental development approach and support in building interest across departments. There was documentable interest from Eagle Crusher’s dealer network, but they didn’t require an over-engineered solution.

They put their trust in us to focus on immediate value by creating a scalable, user-friendly portal that addressed the dealers’ need to see real-time pricing and stock availability.

The only roadblock to that reality? Their existing ERP system, Aptean Intuitive, lacked any pre-built connections or integrations with modern ecommerce platforms. There was no simple way to produce a working parts and inventory catalog.

We required a workaround and engaged with Shopware to develop a hybrid system combining real-time API data with automated email exports. This brings in accurate and up-to-date product information that is then grouped into product categories.

While advanced categorization is not required at this stage, it lays the groundwork for phase 2 of our work with Eagle Crusher. By tackling the core integration challenge, we can now quickly introduce custom groupings, pricing for different customers, account payments, cart building, checkout, and so much more.

SERVICES

Business Consulting
Onsite Discovery
Systems Integration
Development
Front-End Styling

Project Highlights

A complex integration combined with straightforward execution puts Eagle Crusher way ahead of its competitors while making their ability to scale far simpler.

Custom Dealer Management Portal

Built a secure, centralized portal on the Shopware platform where Eagle Crusher dealers can create their own accounts and manage their own sales reps. Accounts are automatically verified against Aptean ERP dealer records, reducing the operations lift for the internal team.

Dynamic Product & Pricing Management

Integrated daily syncing between the ERP and Shopware platform to keep product data, pricing, and stock levels up to date automatically—no manual entry required. Inactive SKUs are automatically disabled.

Dealer-Specific Pricing Flexibility

Designed a pricing system that supports both drop-ship and stocking dealer models, with built-in incentives for bulk ordering to encourage inventory on hand. Eagle Crusher can now easily manage dealer-specific discounts through a custom admin UI that converts percentage-based pricing into dollar values in real time.