Why Atlanta Dental chose Perfion to build its e-commerce business
11.11.2026
Atlanta Dental wanted its website to do more than process bill payments. With limited product information and minimal online sales, the dental distributor needed a way to enrich its products and help customers purchase online.
The company chose Perfion as their PIM system because it was simple to use and met its product information needs. Since then, according to James, a data migration specialist in Atlanta Dental’s marketing department, the website has become the company’s number one resource for merchandise sales.
At B2B eCommerce World 2026 in Indianapolis, James spoke with our Channel Manager Joe Walsh about that development and the role product information played.
A broad product range that needed better information
Atlanta Dental is a full-service dental distributor with a history dating back to 1868. Its range spans everyday supplies, such as toothpaste and floss, through to equipment, including X-ray machines and dental chairs.
Supporting that range online requires information that helps customers find and understand different types of products. Specifications and features provide the detail needed to evaluate an item before purchasing.
James works across the data that supports this process. His role includes mass imports into SAP for price increases and new products, alongside adding specifications and features in Perfion to enrich products for the website.
That work connects the introduction and maintenance of products with the information customers see when shopping online.
Choosing a PIM to support online sales
Atlanta Dental began using Perfion around 2016–2017. At the time, its website played a limited commercial role. Customers mainly used it for bill payments, and online sales were minimal.
The business needed a place to manage its product data and develop the information required for a more useful e-commerce experience.
For Atlanta Dental, the decision came down to a practical fit.
“We chose Perfion because it was simple and it satisfied all of our needs,” James explained.
The initial priority was the website. Perfion gave the team a place to add product specifications and features, providing richer information to support the company’s online offering.
Turning richer product information into a stronger sales channel
James described a significant change after Atlanta Dental began enriching its products in Perfion. Online sales grew, and the website took on a much larger role in the business.
“Now the website is our number one resource for merchandise sales.”
He also highlighted how enriched product information helps with search results. For a distributor with such a varied assortment, helping customers find relevant products is an important part of making the website useful.
Atlanta Dental’s experience connects product information management with a clear commercial purpose. Managing the data supported the team’s work, while adding specifications and features helped develop a website customers could use to find products and purchase online.
Exploring further opportunities
Atlanta Dental has focused its use of Perfion on the website, but there are additional capabilities the company has yet to explore, including catalog production.
The conference also prompted interest in answer engine optimization and conversational search. James identified these as topics to investigate on returning to the office, including how AI could influence the way customers search for products.
With its website now an established sales resource, Atlanta Dental has a practical foundation for that work: a process for enriching product information and experience applying it to the needs of online customers.