STERLING, Va. — March 20, 2012 — Jackson, Mich.-based Heat Controller, Inc., a growing supplier of heating and cooling products, has chosen Enterworks® Enable, a master data management solution for multi-channel marketing and sales, to better manage its inbound product information and enrich it for multiple selling channels. Heat Controller has one of the broadest product offerings in the heating, ventilation and air conditioning industry (HVAC), ranging from room air conditioners to 25 ton commercial packaged units, marketed under the Comfort-Aire® and Century® brands.
“The amount of product information coming to us from around the world has grown steadily in volume and complexity,” says Jerry Troke, vice president of marketing and product development at Heat Controller. “We get product information in nearly 75 different formats, making the data difficult to consume — and difficult to output where it can help most in selling.” According to Troke, the number of product images is equally challenging to manage.
Enterworks Enable acquires product information from multiple sources, integrates and supplements the information with rich selling content (including marketing text and brand imagery), and delivers it in persuasive forms to multiple selling channels.
“As a growing mid-size supplier, we face exactly the same issues as a billion dollar supplier: the need to get new products to market quickly, the need to expand distribution channels, and the need to deliver detailed content at the point of sale,” says Troke. “The Enterworks Enable solution gives us this selling power, and the product data model is flexible enough to accommodate both our current size and future growth.”
One of Heat Controller’s largest customers is Johnstone Supply, a top cooperative wholesale distributor in the United States and a recognized leader in the HVAC/R industry. With regional distribution centers based in Portland, Oregon; Memphis, Tennessee; Allentown, Pennsylvania; Jacksonville, Florida; and Las Vegas, Nevada, the company boasts over 350 independently-owned stores throughout the United States, totaling over a billion dollars in annual sales. Johnstone Supply uses Enterworks Enable to manage its product information.
Brian Klaus, Johnstone Supply’s director of e-commerce, said “Heat Controller is a perfect example of a premier supplier whose product information we need to have in ‘ready to sell‘ form to put directly in the hands of our 350 member stores.” As Klaus pointed out, “The better a supplier can transform its product information into rich selling content, and the faster the supplier can deliver it to us in our format, the easier we can turn it into revenue.”
About Heat Controller
Heat Controller is a manufacturer of equipment for heating, cooling and dehumidification, for both residential and commercial applications. In addition to room air products, the line includes gas and oil furnaces, split system condensers and heat pumps, ductless mini-splits, coils, air handlers, and packaged units suited to a variety of installations. Among the company’s fastest growing product groups are exceptionally efficient geothermal and water source equipment. With its broad product offering, the company has become a “one-stop” source for nearly every HVAC application, and is also known for in-season availability which helps customers in various distribution channels manage their inventories.
In addition to the headquarters in Jackson, Michigan, and its Canadian subsidiary, Aitons’ Equipment Inc. in Ontario, the company has warehouses in Las Vegas and Chicago to meet customer needs for timely delivery.