Case Study Information
Short Description
Pell Software partnered with Underground Solutions (UGS) to modernize their digital storefront and expand their professional “Fusion Partner” program through a customized e-commerce integration. This project focused on creating high-conversion landing pages, complex subscription logic for professional licensing, and seamless brand alignment with the Azuria corporate identity
The Challenge
Underground Solutions, a leader in water and wastewater infrastructure, needed to digitize the onboarding and licensing process for their specialized “Fusion Partnership” and “Weko” product lines. The existing manual process for training registration and annual license renewals was inefficient and lacked the necessary legal safeguards. The client required a solution that could handle professional subscriptions with mandatory terms-and-conditions agreement, automated renewal notifications, and a structured cancellation workflow to capture valuable customer feedback—all while maintaining a standalone presence that didn’t disrupt the primary site navigation.
The Solution
Pell Software designed and implemented a targeted e-commerce expansion leveraging the WordPress and WooCommerce ecosystem. We began by updating the site’s visual architecture, including the header, footer, and color schemes, to ensure a cohesive brand experience aligned with the Azuria corporate standards. To address the client’s functional requirements, we developed specialized standalone landing pages for both Fusion and Weko products, ensuring these professional-grade offerings remained exclusive to direct marketing efforts.
The technical core of the solution involved a sophisticated implementation of WooCommerce Subscriptions. We engineered a custom “check-and-sign” agreement module that requires users to scroll through legal terms, check a box, and type their full name to create a legally binding digital record. Furthermore, we developed an intelligent cancellation workflow that mandates the completion of a feedback survey before a subscription can be terminated. This ensures UGS captures critical data for retention efforts while automating the heavy lifting of license management and email notifications.
The Outcome
The digital expansion has provided Underground Solutions with a scalable, automated revenue stream for their partner programs. By moving training class registrations and license renewals to an automated e-commerce model, UGS has significantly reduced administrative overhead and eliminated the risk of expired licenses going unnoticed. The automated “terms-of-service” capture provides a robust legal audit trail, while the new reporting tools give the UGS team real-time visibility into subscription health and partner retention. This partnership has transformed a once-manual administrative burden into a professional, self-service digital experience that supports UGS’s mission of delivering world-class infrastructure solutions.
Date
June, 2025 – June, 2025
We started work on the site in June 2025 and finished in the same month. However, our team has been constantly improving and maintaining it ever since including the addition of new features and adjustments of existing features.
Major Features
- Custom Brand Integration: Comprehensive update of site headers, footers, and color palettes to match the Underground Solutions and Azuria identity.
- Standalone Partner Landing Pages: Exclusive, non-linked product pages designed for targeted marketing of Fusion and Weko partnerships.
- Automated Subscription Management: Implementation of recurring annual billing for Fusion Partner Licenses with automated renewal alerts.
- Digital Legal Agreements: Scrollable “Terms and Conditions” module requiring a checkbox and a typed signature for purchase validation.
- Structured Feedback Workflows: Mandatory survey-based cancellation process to capture free-text feedback from departing partners.
- Professional Training Portal: Specialized “one-time purchase” products for training classes with multi-attendee quantity options.
- Automated Stakeholder Notifications: Real-time email triggers to both users and UGS staff upon purchase, agreement, or cancellation.
- Advanced Subscription Reporting: Native integration with reporting tools for UGS staff to audit subscription data and partner trends
Technologies Used & Keywords
- Core Platform: WordPress CMS.
- E-Commerce Engine: WooCommerce.
- Subscription Logic: WooCommerce Subscriptions for automated recurring billing.
- Custom Development: PHP, HTML5, and CSS for brand matching and custom legal agreement logic.
- Automated Notifications: SMTP integration for secure customer and administrative email alerts.
Client
Client Industry
Water & Wastewater Infrastructure
Client Description
Underground Solutions (UGS), an Azuria company, is a leading provider of infrastructure technologies for the water, wastewater, and power industries. They are renowned for their Fusible PVC® pipe technology and specialized fusion-joining processes that offer reliable, trenchless solutions for complex underground utility projects across North America
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