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Carhartt’s B2B Program: Specifically Built for Contractors
Tools For Repeat Business
B2B customers have fundamentally different needs than D2C consumers. Carhartt’s clients, regularly order branded apparel for their crews, and any friction can drive them to a competitor.
Carhartt’s program features tools adapted to their B2B audience’s buying habits, creating a built-in advantage with a superior ordering experience.
Team and Group Order Management
Carhartt customers don’t shop an item at a time—they bulk outfit crews. Features like .csv uploads and individual order management turn tedious processes into workflows that expedite reorders.
Logo Optimization & Management
Carhartt’s clients only upload company logos once. They are then optimized for embroidery (including color edits, accurate stitch counts and design modifications) and saved to their account, eliminating repeated fees.
Intuitive Navigation for Busy Contractors
B2B customers don’t shop—they source. So Carhartt provides contractor-focused filtering that gets users to the right products fast. The interface prioritizes efficiency over discovery, understanding contractors outfitting crews of 5, 15, or 50 need to find specific items quickly, not explore a catalog.
Data-Driven Product Decisions:
Data revealed that Carhartt customers were requesting additional embellishment options, and were abandoning configurations when they couldn’t achieve their desired look.
Armed with this data, Carhartt added a second customizable area to their beanies, directly addressing customer’s requests. Results have been strong with increased orders of previously impossible configurations.
