In this episode of And So It Flows, Jennifer Harrison, vice president of merchandising, and Kaytee Gray, vice president of fulfillment operations at SupplyHouse.com, offer a behind-the-scenes look at how digital merchandising and fulfillment strategies are evolving to meet the needs of today’s contractors. Harrison explains how online merchandising removes friction for pros in the field by putting expert-level product information directly at their fingertips. By leveraging customer search behavior, curated product data and simplified navigation, SupplyHouse.com helps tradespeople quickly identify the right products without becoming overwhelmed — reducing “analysis paralysis” and supporting confident, on-the-job decision-making.

Gray expands the conversation into forecasting, inventory planning and fulfillment execution, particularly during volatile market conditions and peak heating and cooling seasons. She details how SupplyHouse.com has invested in machine-learning-driven demand planning systems and collaborative decision-making across teams to better anticipate seasonal swings and shifting customer needs. Both leaders highlight the unique urgency of the trades, where a delayed shipment doesn’t just inconvenience a buyer — it impacts homeowners and jobsite timelines. Speed, accuracy and having the right product in the right location are non-negotiable, making fulfillment a critical extension of the customer promise.

Throughout the discussion, Harrison and Gray emphasize that the real “secret sauce” lies in constant collaboration between merchandising and fulfillment. From managing expansive assortments and onboarding new SKUs to rolling out advanced warehouse management systems, robotics and ergonomic improvements, the teams work in lockstep to support growth without sacrificing service. Looking ahead to 2026 and beyond, both leaders see continued investment in technology, infrastructure and product data as essential to scaling responsibly. Their shared focus remains simple but demanding: say yes to the customer — faster, smarter and more reliably than ever before.