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Ultra LEDs is a consumer-focused lighting specialist known for high-quality, energy-efficient LED products. With an established reputation in the B2C space, the business had plans to expand into the B2B market with a new digital offering tailored specifically for trade customers. This required a shift in approach from transactional retail to a solution that could support business clients with product discovery, specification, and ordering - all backed by real-time operational data. Although Ultra LEDs had a clear goal to grow their B2B presence, the team was unsure how to structure or present this new offering in a way that would work for trade partners. The key requirements emerged through early conversations: a functional, user-led tool that could present their product range in a simple, clean interface but without the need for a full e-commerce platform, as well as being easy for the Ultra LEDs team to manage and keep updated in-house. Crucially, the platform needed to integrate seamlessly with their management information system to display live inventory, pricing, and product details. Phoenix Digital developed a bespoke Digital Sales Aid designed specifically for Ultra LEDs' trade audience. This platform works as a dynamic product catalogue that: • Pulls live data directly from Ultra LEDs’ MIS, ensuring that inventory, pricing, and product specifications are always up to date. • Enables internal updates, giving the team full control to add or edit products without technical support. • Presents the product range clearly and functionally, tailored to meet the needs of trade users who prioritise speed, accuracy, and ease of use. This intuitive tool gives sales teams, trade customers and internal staff instant access to the latest product information, supporting better conversations and faster decisions.