Pinnacle Promotions

About Pinnacle Promotions

Pinnacle Promotions is an e-commerce company that provides promotional products to other businesses for trade shows, events, internal usage, and more.

Working in the industry for over 20 years, Pinnacle has “screen-printed, embroidered, laser engraved, pad printed, and debossed thousands of logos for thousands of organizations on millions of products.” They’re an award-winning business that has won several prizes for their e-commerce website, including three Gold Technology Awards at the PPAI Expo in 2018.

As a branding company online, Pinnacle is in a very competitive industry. Sean Phuphanich, VP of eCommerce and Information Technology at Pinnacle Promotions, states, “Online, it’s a very competitive space and so in order to compete with that, you have to have great pricing, great service, and it has to be fast.”

To achieve this and supply their customers with the best service, Pinnacle needs to have streamlined business processes in place, as well as streamlined software systems.


    Like many companies, Pinnacle used several different software for different activities before Odoo. These included separate software for accounting, CRM, order processing, and their website.

    Having disparate systems resulted in a lack of connectivity between departments and business processes. In addition, it meant employees often had to engage in manual data transfers from one software to another, wasting their valuable labor and slowing down customer response time.

    Sean states:

    “Anyone that’s using multiple separate systems, there’s always some kind of tax you pay for that, whether it’s because you’re paying for the overhead of three different companies to basically do the same thing or because people are working in very different operating models. So what you do in one CRM system is completely different on how it’s expected to happen in another accounting system.”

    In summary, the challenges included:

    • Lack of connectivity between departments
    • Manual data transfers add unnecessary labor
    • Overhead for multiple software

    This ultimately led to Pinnacle considering Odoo, an open-source ERP platform that could serve as a single solution for the business’s software needs. Pinnacle also contacted Bista Solutions, one of Odoo’s top partners, to assist with the implementation.

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    At Bista, we worked alongside Pinnacle to design and implement a solution that would meet their requirements. This included order processing, e-commerce, purchasing capabilities, and more.

    Because of Odoo’s customizability, we were able to tailor Odoo for Pinnacle’s unique business processes. This way, Pinnacle’s efficiency could be maximized, and they would perform better than their competitors and have faster, less error-prone interactions with customers.

    In addition, we worked with Pinnacle on implementing machine learning capabilities on top of the Odoo system. This included auto filling data for salespeople, preventing potential mistakes based on error history, and predicting & identifying customers that would lead to strong long term relationships.


    After implementing Odoo, Pinnacle saw several benefits. First, they consolidated systems and reduced the number of software they were using. This made everything simpler, faster, and more streamlined for the company.

    In addition, by reducing the complexity in its order process, Pinnacle was able to reduce errors and labor costs. The software was able to help bring this down by making these activities easier and decreasing the amount of labor required.

    Finally, the added-on machine learning capabilities also assisted in speeding up the sales process, reducing errors, and optimizing time spent.

    According to Pinnacle, the Odoo implementation overall resulted in:

    • Order processing time – 50% faster
    • Labor costs – 33% lower
    • Error rate – 76.9% lower

    Pinnacle Promotions became leaner and was able to meet their customers’ expectations faster, at better prices, and with less errors. The last statistic, for errors, is also extremely important, as customers that receive errors in their orders are much less likely to do business again. Thus, dropping the error rate from 13% to 3% gave Pinnacle a huge advantage over its competitors.

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    Sean states:

    “I myself have worked on the consulting side of software, as well as used a number of software consulting companies, and I think Bista’s been a great partner. It’s one of the reasons we’ve been working with them for multiple years now, even after the initial project finished. I think they have a great talent pool to work with and they’ve been very accommodating.”

    If you would like to work with us to implement ERP software for your business, give us a call. We’re a top Odoo partner and have done similar implementations for other e-commerce companies, as well as for businesses in the manufacturing, retail, services, automotive, financial services, and healthcare verticals.

    Learn more about our ecommerce solutions.

    Learn more about our Odoo solutions.

    Learn more about Odoo’s selection of Bista as the Odoo Best Partner North America for 2018.

    You can reach us at or at +1 (858) 401-2332.