Photo of a boy smiling in a dental chair

Case Study Sinclair Dental

Dental supplier leans into AMS services to optimize B2B experience




in annual sales


years using SAP commerce

Dev Ops

The Situation

They’re a leading one-stop shop for dental supplies and equipment. We provided a cross-functional support team that gave them flexibility and efficiency.

After implementing SAP Commerce in 2017, Sinclair was eager to continue improving its online customer experience. The company knew its internal IT team was already operating at maximum capacity. Faced with the decision of hiring more of their own IT staff or outsourcing the website work, Sinclair Dental turned to a partner they could trust.

The Issues We Solved.

We knew our client needed a true partner, which is why we entered into a flexible Application Management Services (AMS) relationship, where we provided day-to-day support for Sinclair’s SAP Commerce platform and managed the development, testing, and release of website enhancements. Since 2017, our cross-functional team of strategy, design, development, production, and quality assurance experts have been providing bilingual support in a way that allows Sinclair to prioritize work and pivot quickly based on the needs of the business.

“Since 2017, SMITH has become a trusted partner and advisor to Sinclair Dental. We really appreciate their professionalism and expertise. You can tell they care very much about the outcomes they are driving and in helping Sinclair Dental be more successful.”

Ali Nowtash – Vice President, Marketing and Purchasing
Sinclair Dental / Dentaire™

Real Results

With Sinclair’s digital commerce revenue almost doubling in 2020, proactively addressing customers’ online needs was key. As part of the AMS package, we conducted a thorough review of Sinclair’s website and IT infrastructure. We created a continuous improvement road map to enhance product search, user experience (UI), and several other areas based on the findings. The improvements, which are now in progress, focus on driving a positive return on investment for Sinclair.