Hartog Outdoor Living
One environment for Hartog Outdoor Living, from webshop to customer portal
Hartog Outdoor Living in Stroe installs swimming pools, spas and saunas. The current site runs on a website builder and sells nothing. We are building one environment: website, webshop, pool configurator, customer portal and a small CRM.
About Hartog Outdoor Living
Hartog Outdoor Living supplies and maintains swimming pools, spas and saunas from Stroe. After installation the relationship continues: chemicals, filters, robots and the maintenance rounds the company already drives.
Follow up currently happens from memory. Someone who bought chlorine three months ago is nearly due for the next order. A year after completion is the moment to ask for project photos. That works as long as the owner remembers.
The challenge
The website sells nothing. Maintenance is exactly what a customer keeps buying after installation, and it currently runs entirely outside the site. Delivery is not straightforward either: pool chemicals are hazardous goods, so a parcel service is out.
A second question sits at the front end. Anyone considering a pool wants to know how it will look in their own garden before a quote appears on the table. That conversation now starts with a showroom visit, while the orientation began online long before.
Why it did not become a package
At the intake on 25 August 2026 the starting point was already set: fully custom, no SaaS packages. That was the client's position, not a conclusion we drew afterwards.
What has to come together shows why. A shop with pickup or own delivery within the region, subscriptions for recurring deliveries, a configurator that places a pool in a real photo of a garden, a customer portal holding that specific pool, and a CRM in which leads, tasks and customers hang on those pools. Each of those parts exists separately, in a different package.
Tying them together means a subscription per connection and an exception per requirement. A custom CRM here is one system in which those parts do know about each other, so a configuration becomes a lead and a lead becomes a customer with a pool.
Read how we weigh that upThe approach
The build runs in internal phases, but there will be one go live: site, shop, configurator, customer portal and the custom CRM all start at the same time. That avoids half a year in which customers use two environments side by side.
What is ordered in the shop goes through to AFAS Profit as a sales order. The shop emails the customer; the accounting package only books.
The work Hartog does
What is being built
The parts currently under construction:
A shop with pickup or own delivery
Chemicals, filters, robots and accessories, collected in person or delivered within the region after a postcode check. No parcel service, because chemicals are hazardous goods and the delivery rounds are driven anyway.
Subscriptions for recurring deliveries
What a pool needs periodically arrives periodically. The customer sets an interval instead of reordering every time.
A pool configurator working from a garden photo
Upload a photo of the garden, then a wizard covering style, dimensions, stair type, colour and interior. The result is an impression of the chosen pool in that garden. Behind a login and capped per design, because every generation costs money.
A customer portal holding the pool itself
Orders, subscriptions and documentation in one place, plus an assistant that answers from the manual for that specific pool rather than from a general knowledge base.
A small CRM for leads and follow up
Leads, tasks, customers and their pools in one place. A configuration from the configurator arrives as a lead; a repeat order and the request for project photos come back as a task instead of as a reminder in somebody's head.
Order sync to AFAS Profit
A paid order is created as a sales order, with the status of that link visible on the order itself. If the order already exists there, nothing happens; totals are checked before anything is booked definitively.
Research track: the status of the pool
Research dated 25 August 2026 shows that temperature, pH, filtration and alarms can technically be read from the manufacturer's cloud through a sync layer of our own. There is no official API, so this is a track and not a promise for the go live.
What changes once it is live
The project is under way, so what follows is not a measured result but what is going to change:
- Chemicals, filters and robots can be ordered without a phone call, collected or delivered along the existing route
- Anyone who needs the same thing periodically sets a subscription instead of remembering it
- A garden photo with an impression in it arrives as a lead, with the chosen configuration attached
- A customer finds the manual for their own pool without searching for it
- Follow up hangs on a task in the CRM instead of on somebody's memory
- A paid order appears as a sales order in AFAS, with the status of that link on the order
Why CRM Force
Where this case shows how we work:
- One system in which shop, configurator, portal and CRM know about each other
- The limits of the real work as the starting point: hazardous goods, own routes, own expertise
- Connections built idempotent, with the sync status visible on the order
- AI only where it adds something: an impression in your own garden, an answer from your own manual
- A research track stays a track until it works; we do not promise it in advance
Is your process stuck between five packages?
The more separate systems are tied together somewhere, the sooner custom work becomes the cheaper option. We work it out in advance, including when the outcome is that you can stay where you are.