WEBVTT
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Welcome everyone to another episode of Dynamics Corner.
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What is an e-commerce and custom artification?
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I'm your co-host Chris.
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And this is Brad.
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This episode was recorded on November 20th, 2025.
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Chris, Chris, Chris.
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E-commerce.
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Custom orders.
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I have so many ideas now after having that conversation.
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With us today, we had the opportunity to speak with Tom and Jeff about Artify and Xenode.
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How are you doing?
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Hello.
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Hi, good afternoon.
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Hey, good afternoon.
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Doing great.
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Uh great, great.
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Uh thank you for taking the time to speak with us this afternoon.
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Thank you.
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Um appreciate it.
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No, no, it's good.
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You know, I I I'm kinda just a little quiet right now.
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I have been AI vibe coding all week long.
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Wow.
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It's unbelievable.
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Unbelievable.
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Like I literally now just did like do a code review of this application, and I think I did a better code review than I could have done.
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So you're vibe coding.
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A lot of people are doing uh vibe agent agent vibing or something like that.
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Well, I I'm pa I I'm I'm putting it all in one bucket because I really don't know what you call it.
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I don't know if it's really vibing.
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If I know about the application and I know about the language, and I'm doing it.
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I think the term or the uh the vibe coding has been coined from you just kind of going with the vibes.
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I have to I I know the history of it, but I'm so odd at the moment that I can't think clearly about it.
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So it's uh it's a strange world that we're coming into.
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I think uh uh and it's going too quickly.
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Anyway, enough of my short burst of uh uh conversation.
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Well, that vibe is applying everywhere to everything you do now.
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It is, it is, and I think I'll have to try to go a day without talking about it or thinking about it.
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I think the only way to do that is to just go out into the woods and walk around and not have any cell phone or anything or talk to anybody uh to see about it.
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Anyway, um uh thank you both for taking the time to speak with us.
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Uh and before we get into the conversation, would you mind telling us a little bit?
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Yeah, so you bet.
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Um by the way, I did fill out the form that was linked in the meeting with all my information.
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So chief commercial officer at AMLA Commerce, which is our parent company.
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We have two products Artify, which is for product customization.
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So a good example is Land Zand has a uniform division.
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They customize products like uh business uniforms, and our platform allows them to do that directly in an e-commerce experience and see a real-time virtual crew.
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And then our other product is C Node, which is a V e-commerce platform uh built in the Microsoft stack, and we work with a lot of mid-market enterprise manufacturers and distributors.
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And my background is I grew up in the SI world and the digital agency space before coming to our public.
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And uh okay, great, thank you.
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How about you, Jeff?
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Yeah, um, I'm Jeff Seidel.
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I'm the director of partnerships here at AMLACommerce for our products, Artify and Zenode.
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I've been in the Microsoft channel for about four years.
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Um, and my day-to-day is working with our Microsoft partners, our agencies or systems integrators, and our ISV partners.
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So thanks for having me on.
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Oh, great, great, thank you.
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So you have two products on the market that you work with uh in the business central space.
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Um can you tell me a little bit more about each of those products and uh how that how they can be leveraged within uh somebody who has a business central implementation?
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Sounds great.
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Jeffrey, you okay if I jump in on that?
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Yeah, so um one of our products is called Artify, A-R-T-I-F-I.
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Uh the URL is artifylabs.com, and Artify is for online product customization.
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So the use case really is in the promotional product space, the uniform industry, the safety industry, where product customization is mission critical.
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So a good example is uh Land Zen is a very large uniform manufacturer and they have a business uniform division where Fortune 500 companies work with Land Zen to create their uniform program.
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It could be an airline that allows pilots to go in and customize their airline uniform.
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The pilot wants to be able to see what that uniform looks like in a shopping experience.
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They want to see where their logos go, maybe on their shoulders or on their chest.
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Uh, and this those are typically pre-approved logos.
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Um, they may have some flexibility to add their own logo.
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So perhaps they're they're a vet and they have a military logo they want to add.
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There's different rules that can be configured or created for every different scenario with uniforms, promotional products, etc., including even having the captain write Captain Tom in embroidery on that on that uh uniform before they hit the buy button.
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So our product Artify actually allows, it's it sits on any platform, it's agnostic, but it allows for that customization to occur in a shopping experience.
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So there's a real-time virtual sample on screen before the customer hits the buy button.
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Uh I like that.
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And I asked for that.
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I've come across the need for that before.
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So now if you have a product that is customizable, this gives your customer a shopping experience to where they can customize it on the web, see the results, and then it will be put into business central for you to process.
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And what does it create?
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Does it create a an assembly order, production order, purchase order, sales order?
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How does that dynamic information get into the question?
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So typically that information is passed back into the e-commerce platform, and the e-commerce platform typically has both SKU level pricing and variant level pricing, and then that gets pushed into business central along with so that'd be the order file, and then along with the metadata for the actual customizations, and Artify provides a PDF output file.
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So think of a think of a the PDF file showing what the product is, what are the coordinates for where the different customizations occur, what are those customizations, as well as information.
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So, for example, if it's an embroidery file, it will actually provide the DST file, it will provide the thread color, the thread count, all of that information.
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That's cool.
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So somebody who's on the floor who's actually got to produce the product gets the output file and they punch it into a machine and they create the actual uniform or could be a promotional product, etc.
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So it provides all the data for the production team as well.
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So this creates more it's so it it's more than just creating an order, it sounds like to me.
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It's if you have a custom product or custom in your case embroidery.
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Fortunately, I know, or unfortunately, I don't know if you how you call it.
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I know a little bit about embroidery.
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So so then you receive the or even other uh type of design, because I've had worked with systems this before where they had customizations and you're sending a file to feed into the machine, and then it will automatically uh adjust that product for you.
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And if it's embroidering, it will create the design without the operator having to set anything up.
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They just load the file, let the machine run, and then that product gets output.
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That's pretty cool.
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There's so many uses I could see for that.
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And honestly, in 2025, everybody seems to have that on demand.
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I want it now and I want it my way.
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That having that flexibility I think is creative.
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Um does it work with other than uh embroidery could it work with other types of products, or is it geared towards more just embroidery?
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And I'm getting to I can think of jewelry where people want to customize their settings.
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I can think of other types of uh logo type products where they maybe print.
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So if you have a custom t-shirt shop that you may want to uh be able to quickly create customized t-shirts for some.
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It works with all of the above.
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It could be a heat transfer file, an embroidery file, an engraving file.
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Those are just in our world, those are decoration methods.
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And we have a long list of decoration methods we support.
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I brought up embroidery because embroidery is a very expensive decoration method to manage.
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Most companies have to take a logo and they have to have it digitized, which is expensive.
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And there's large offshore teams that do this.
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Before Artify, companies would actually receive the order, and a customer service rep would have to take the logo and send it to an offshore team.
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They would get it back five days later, then they email the customer, go in.
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Maybe they would have a design team create a virtual proof, you know, that'd be emailed.
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So your sales cycle in that time period would be anywhere from one business week to two business weeks to get one uniform completed or to get a uniform program approved.
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Today, today they can be done in two minutes automatically.
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Now, to your question, is it beyond just embroidery types?
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Absolutely.
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I mean, we have customers in the uh the Christmas card catalog where you can customize a Christmas card.
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We have customers that do park benches uh and and things like garbage cans for golf courses.
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Um but where you see I I use the term earlier, mission critical.
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Where you see mission critical product customization is typically in some very large categories like uniform promotional product safety.
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Think of all the guys on the highway and and and uh gals too that have high viz vests with the logo on the back.
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It's very common in those industries, but we support a very, very broad number of industries.
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Wow, so it saves a lot of time then.
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I mean you you gotta think about all the uh companies that uh does this a long life, long sales cycle and and kind of compress that into minutes, sounds like it's not just a long sales cycle, it's a lot of manual labor that can be automated.
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Wow.
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See, so it's just like it's just like vibe and embroidery, vibe and custom products.
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The uh I'll tell you something.
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We were talking about AI before we got on here, but one of the we're just releasing this feature and we're starting in the promotional products category.
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So one of the um challenges if you have a very large catalog of SKUs and you have customization on every product is knowing the exact XY coordinates on a product.
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So in the promotional product space, we're actually using AI to do automatic product setup.
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So if you have a catalog of 5,000 products and you want to set up the XY coordinate on every different water bottle, t-shirt, uniform, we're actually automating that entire process with AI.
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So there's there's some really cool releases that we're uh that that we are releasing um in Artify as well that not only automate the buying process but also the the operational process in the background.
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So with Artify, where so you had mentioned so Artify then communicates with an e-commerce solution.
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That e-commerce solution is it your e-commerce solution or can it work with other e-commerce solutions?
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I'll I'll get a little bit deeper into that.
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Um our e-commerce solution, Zenode, absolutely.
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There's a pre-built integration, uh obviously because sister products.
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However, Artify does integrate into any other platform.
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We actually have partnerships with Big Commerce, uh Adobe Magento, go down the list, Shopify.
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Now, I want to get a little deeper on that answer.
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In bigger uh companies that do this where it's mission critical, such as uniforms, there's a need to stand up at typically a unique store for a customer.
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So, for example, if I am managing airline programs and hotel programs, I can't be sharing the same product catalog that I share with a Hilton hotel chain that I share with an American Airlines program.
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And typically there's a custom portal for each customer.
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You typically can't do that on a traditional B2C platform.
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So that's where Xenode really partners well with Artify because Zenode manages multi-store very, very easily, because Zenode was built for these complex B2B use cases, not for the mom and pop Shopify store owner or you know, maybe the smaller retailer that might run big commerce.
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I understand.
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So in essence, your solution with Xenode is you have a different portal for each customer.
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Therefore, it's their product lines and their customizations that are available for their customer to purchase.
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There's one one use case for Xenode, but Xenode does manage that use case very, very easily.
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Okay.
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I like this Artify.
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Now, with Artify, can someone upload their own design or is it already pre it has to be pre set up from the the You can do both a merchandiser can create templates and and typically you do have to have some templated rules, um so but also within those templates, then they can control a rule like let the user upload a logo.
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But there's still rules on like where can the logo go.
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Can the logo does it have to be forced to fit into a small space where it's very defined, or do you give them an op, we call it an open canvas where the logo can be moved around?
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So there's a bunch of rules that still go into that.
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Um because on the back end, the more the fewer rules you have, the more difficult it is to automate the process to set up the product when you're in a production environment.
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Also, most companies want to control the brand experience so their pilots don't walk onto an airplane and the uniform looks crazy because they put their name on the back of the uniform instead of on the left chest.
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Right.
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So there's some practicality to this as well.
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I wonder if that ever had our product, but who knows?
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I want to make the logo go ahead.
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I'll wear that.
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Yeah, I'll wear that today, huh?
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It's not a basketball uniform, it's a pilot's uniform, right?
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No, it's um so so with the setup, so we're talking about Artify and then the Zenode, uh, we'll we'll talk about maybe the setup of them both.
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So Zenode is uh an e-commerce solution that interfaces with Business Central.
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That e-commerce solution, where does that reside?
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Is that a cloud-based solution?
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Is it a solution that a customer or or a merchant that uses that would have to host themselves or host elsewhere?
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Uh how does that question?
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No, it's completely cloud-based.
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Everything is in uh Microsoft Azure SQL, so cloud database, uh uh Azure Kubernetes for updates.
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It's a true SaaS platform, although the database is siloed because a lot of bigger companies don't want their data intermingled with other with other companies' data.
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But everything is cloud-based, true distributed SaaS model, and all all built in Microsoft.
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Okay.
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And then the interface with Business Central, uh, does it work with Business Central online or Business Central on-premises?
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Um it can work with both.
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Um, you know, on-prem, sometimes there are latency issues and and depends upon how customized the implementation was for the ERP.
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Xenode has, we call it a Commerce Connector, and within that Commerce connector, there's data exchanges.
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So you can simply map Xenode's API and Xenode's an API first platform with the BC API or whatever webhook is available, and you can just create touch points for them to communicate.
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So it's very easy to map it with a standard BC integration.
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If there's customization, then there's ways around that within our platform.
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But we have this this connector data exchange uh engine that that really powers all of that.
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So it does work with custom.
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So if you have an extension within Business Central, you add fields, you can those fields can also be used to send data up to Zenode so that the experience for your customer uh or however how you may be processing it are also uh available.
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Yep, absolutely.
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Absolutely.
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With it being an e-commerce platform, uh payment processing, do you do the payment processing or can they use their their own payment processor?
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Can a merchant use their own pay payment processor uh or select from a list of those Tom, I can jump in on that.
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Um we have a partnership with a company called Spreadly.
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Uh Spreedly is a payment aggregate.
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Um so we actually allow our customers to choose from any of those.
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There's about 150 different payment gateways that they can choose from, um, which really simplifies that process.
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And that's great.
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Spreadly and all these payment gateways are PCI compliant.
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So typically an e-commerce platform doesn't actually own the payment gateway.
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That's a specialized product that is provided by typically large banks or financial institutions or the the companies like FIServe that provide the services underneath those banks.
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That's great.
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I know, I know if I had an e-commerce solution, I wouldn't want to manage the payment gateway myself.
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I think there's just too much to me personally, I think there would be too much risk there.
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I know there's others that can do it and they do it on their own, but and they do it successfully, but I would leave that to someone else because I'd rather just vibe away over here and not have to worry about that sensitive information.
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So a lot of liability to carry.
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Oh, absolutely, absolutely.
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Um so for an implement.
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So what else is in the Xenode product for e-commerce?
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So you mentioned that it works uh and integrates with um uh your other product.
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If somebody wanted to use that as a standalone e-commerce solution, is that also an option for them?
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Oh, absolutely.
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Yeah, absolutely.
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Xenode has many customers integrated with Artified as many customers that aren't in those categories.
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We have a number of global manufacturers that run global aftermarket parts on Xenode.
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We have a number of manufacturers that are based in North America that create portals for their dealers.
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Um Xenode's just an it so there's a couple things because the e-commerce category right now is kind of confusing to understand.
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A lot of traditional B2C platforms have started to get into the market and say we're also B2B.
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Um, and they're not.
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And so that's where Xenode really stands out.
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We we really focus only on B2B.
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100% of our customers are manufacturers and distributors.
00:20:24.000 --> 00:20:35.440
Um and so and we have the capabilities to help those companies manage the complexities of what manufacturers and distributors need to manage in e-commerce.
00:20:36.400 --> 00:20:37.200
I get it.
00:20:37.599 --> 00:20:38.880
Okay, I understand that.
00:20:38.960 --> 00:21:08.079
So now there is a big difference between B2B and B2C, and I've come across that, and a lot of times someone tries to have a platform that does both, and it requires some specialization because uh customization and specific features because you may need uh and I'm I'm asking some of these questions as I go through it, is you can so then with it being B2B, you can have specific catalogs, product catalogs, pricing catalogs for a specific customer.
00:21:08.240 --> 00:21:11.440
And again, working with Artify, where you're saying you have a separate portal.
00:21:11.599 --> 00:21:13.200
I see how all that flows together.
00:21:13.440 --> 00:21:13.599
Right.
00:21:13.680 --> 00:21:19.680
Um I was just saying one of the biggest um requirements in B2B is customer-specific catalogs.
00:21:19.920 --> 00:21:25.680
It could be customer-specific, like account-specific assortments, segment-specific catalogs.
00:21:25.839 --> 00:21:30.640
If you're a large distributor, you may serve plumbing electrical and industrial.
00:21:30.880 --> 00:21:45.519
Well, depending, you know, if Jeff logs in and he's uh he's an MRO purchasing agent, he may only be purchasing industrial products where if I log in and I'm an electrical contractor, I'm only gonna look at the electrical catalog potentially, right?
00:21:45.759 --> 00:21:48.079
So catalog manager management matters a lot.
00:21:48.160 --> 00:22:02.160
Now you get into extreme use cases like uniform programs or even government contracts, it's where you have to show a pre procured approved catalog to the buyer, or you're gonna lose your business with that buyer.
00:22:02.640 --> 00:22:03.039
Makes sense.
00:22:03.279 --> 00:22:07.519
No, someone someone that's interested in and uh I know you have two products, right?
00:22:07.759 --> 00:22:09.599
You're Zenode and uh Rtify.
00:22:09.920 --> 00:22:25.200
Uh just going back to Artify, for for an organization that uh you know want to um not necessarily eliminate but minimize all the manual process, uh, what does it usually take for someone to implement that that product?
00:22:26.640 --> 00:22:31.359
Um you know, typically uh one, they would have to have an e-commerce platform.
00:22:31.599 --> 00:22:33.839
It's hard to implement without an e-commerce platform.