Reinventing B2B Sales: The Mirage Hardwood Flooring Transformation

This article is sponsored by Evenica. 

Mirage Hardwood Flooring, known for its high-quality, durable products, reached a turning point as the growth of digital technology began reshaping dealer expectations.

Based in Saint-Georges, Quebec, Canada, Mirage is known for offering a wide variety of wood styles and finishes, dependable quality, and a strong focus on environmentally friendly practices. For more than 40 years, Mirage sold its hardwood flooring through a network of trusted partners.

Even with its strong track record, Mirage was struggling to keep up with what its B2B customers now expected. Dealers and partners were looking for more control. They wanted to look up product information, check inventory, and place orders on their own, often after hours.

The Digital Challenge: Meeting Modern Dealer Needs

The old way of doing things — relying on phone calls, emails, and a lot of manual order processing — was no longer meeting dealers’ needs. They were asking Mirage for faster, more effective tools to help them close sales. Mirage needed a solution that would give its partners more power while still respecting the unique, customized workflows that had always set the company apart.

And the company felt the pressure to get this right. Leaders knew what they wanted from a new platform, but it wasn't going to be easy. The challenge? Connect a highly customized Microsoft Dynamics 365 Finance & Operations (D365 F&O) ERP system to a brand-new e-commerce system seamlessly. But they also needed to keep their unique business processes without turning the e-commerce side into a tangled mess. And whatever they built had to be ready to grow as Mirage brought on more dealers and rolled out new products.

Choosing the Right E-Commerce Platform

Faced with these challenges, Mirage began evaluating multiple e-commerce platforms. The company chose Microsoft Dynamics 365 Commerce because it works well with their customized D365 F&O system, it offers strong B2B self-service tools, and it can easily grow with the business.

When it came time to choose a team to implement the solution, Mirage turned to their trusted ERP partner, Alithya, who recommended their partner, Evenica to lead the Dynamics 365 Commerce deployment this complex B2B e-commerce scenario.

"At the first meeting, we said, 'OK, I think [Evenica] really understand what we want,'" said Annie Poulin, Information Systems Director at Mirage.

Connecting ERP and E-Commerce

The heart of the project was the integration between D365 Commerce and Mirage's customized D365 F&O system. 

Experts from Evenica and Mirage worked together to shape the platform around Mirage’s business processes. The goal was simple: build a system that fit, without piling on extra complexity. By keeping it lean and skipping needless custom add-ons, Mirage emerged with a platform that’s easy to update and ready to grow right alongside the company.

“Evenica gave us different options, worked with us to implement functionalities, and was very helpful and creative," said Élizabeth Côté, Customer Relationship App Specialist, Mirage Hardwood Flooring,

The integration was critical for several reasons. For one thing, having visibility into inventory in real time lets dealers always know what they have in stock, helping them reduce the risk of selling too much or running out of products. 

Now orders flow from the dealer portal into Mirage’s ERP system, so there's no manual data entry and fewer mistakes. Plus, critical data like prices, product details and customer data stays in sync across every channel, giving employees and dealers a simpler, more reliable experience.

Dealer Portal: Self-Service and Efficiency Gains

With the new B2B portal, Mirage's dealers can now do more on their own. They can look up products, check what's in stock, and place orders anytime, day or night. They also gain order status tracking with automatic updates.

"Our dealers wanted to be able to find information on their own, especially outside of regular business hours," noted Poulin. "Now, they have the tools to close sales more efficiently."

But the new platform didn't just improve things for dealers. For Mirage, linking its e-commerce and ERP systems made things run more smoothly by automating tasks such as order processing and inventory tracking. 

By taking care of routine tasks and providing real-time updates, the platform freed up employees to focus on more important work, such as helping customers and finding new opportunities.

Future Growth and Lessons Learned

With its new B2B e-commerce platform, dealers can close sales faster, operations run more smoothly and the system gives Mirage a solid base for ongoing growth.

But this project wasn’t only about technology. Mirage listened to its dealers, teamed up with trusted partners and built a solution that will be manageable over time.

Mirage’s experience demonstrates how paying attention to customers and choosing the right allies can turn digital ambitions into real results. As the flooring market keeps shifting, Mirage offers other manufacturers a playbook for modernizing B2B operations and serving today’s customers.