Hospitality equipment distributor: B2B sales systems for RATIONAL ovens
The client is a distributor of professional ovens and hospitality equipment in Iași that sells new and used RATIONAL combi ovens, with servicing nationwide. For this client we built a B2B auction plugin, a page optimized for SEO and GEO (Generative Engine Optimization, meaning optimization for AI assistants) with five types of structured data, Black Friday and old-oven trade-in (buyback) campaigns, and a system for prospecting hospitality businesses in Romania's Moldova region.
- Client
- Distributor of professional ovens and hospitality equipment in Iași
- Industry
- Hospitality and professional equipment
- Area
- Iași, with sales and servicing nationwide
- Services
- GEO implementation, automation, campaigns, video
- Period
- 2026
Context
The client sells a single, very specific type of product: RATIONAL combi ovens, used in the professional kitchens of restaurants, hotels and catering companies.
The company sells through two channels. New ovens are sold by quote, with advice and servicing. Used ovens are one-off units, each with its own history and condition, so the right price varies from one to the next. For both, the company provides servicing nationwide.
The buyers are head chefs, restaurant owners and hotel managers. They take their time, compare models and want to understand exactly what they are getting for their money. Many start by asking a search engine or an AI assistant about RATIONAL ovens.
The challenge
Expensive professional equipment doesn't sell from a shopping cart. The sales cycle is long, and each stage needs a different tool.
- Visibility in search and in AI. When someone searches for "Rational oven", the website had to be a clear, easy-to-cite source, not just a catalog page.
- The right price for used units. A fixed price can be too low, and the company loses money, or too high, and the sale stalls. An auction lets the market set the price.
- Decision points. Buyers put things off. Campaigns with a clear deadline give them a reason to decide now.
- Active prospecting. Waiting for inquiries from website traffic wasn't enough. The company needed a system to find and contact the right hospitality businesses.
What we built
Five systems delivered and one in progress, each tied to a stage in the buyer's journey.
B2B auction plugin for WordPress
We wrote an auction plugin from scratch, integrated with WooCommerce, with amounts in euros. With automatic bidding (proxy bidding), buyers set a maximum amount and the system bids on their behalf only as much as needed to stay in the lead.
When two buyers bid at the same moment, bids are processed in MySQL transactions with locking, so they never overlap. The bidding rules are covered by PHP tests, so they stay correct with every change.
SEO and GEO page for "Rational oven"
On the client's website we built a dedicated page that fully answers searches about RATIONAL ovens. The text opens with the direct answer, then explains the product, the new and used options, servicing and frequently asked questions.
The page has five types of structured data in JSON-LD, so search engines and AI models clearly understand the product, the offer, the company and the questions it answers. It is the principle we apply in every GEO implementation.
Black Friday 2026 campaign
For Black Friday we built a campaign dedicated to RATIONAL ovens: a campaign page with the offer clearly explained and vertical clips (9:16) for Reels, TikTok and Shorts. The clips lead to the campaign page, where buyers request the offer through a simple form.
Trade-in (buyback) campaign
This campaign is for people who already own an oven. The company takes any oven made from 2001 onwards, values it within 24 hours, and deducts its value from the price of a new RATIONAL. The page explains the steps and conditions without ambiguity.
B2B hospitality prospecting system in the Moldova region
We built a system that pulls restaurants, hotels and guesthouses in the Moldova region from Google Maps and scores them on how well they match the offer. Businesses that are a good fit receive a sequence of email and WhatsApp messages over 14 days.
The system comes with GDPR documentation: what data is collected, on what legal basis and how someone can opt out. You can read more about systems like this under automation and AI.
AI WhatsApp assistant, in progress
We designed the architecture for an assistant that answers customers' questions about ovens and servicing on WhatsApp. Implementation is under way.
Technology
| Component | Technology |
|---|---|
| B2B auctions | WordPress, WooCommerce, PHP, MySQL with transactions and locking, PHP tests |
| GEO page | WordPress, JSON-LD structured data (5 types), frequently asked questions |
| Campaigns | Campaign pages, 9:16 clips |
| Prospecting | Google Maps data extraction, fit scoring, email and WhatsApp sequences |
Results
Figures appear here only after the client confirms them.
We don't publish estimates or conveniently rounded percentages. Once we have verified data on the auctions, campaigns and prospecting, and the client agrees to make it public, we will add it here. How we measure AI visibility is described on our methodology page.
What's next
- The AI WhatsApp assistant. We move from architecture to implementation.
- Campaign measurement. We analyze the results of the Black Friday and trade-in campaigns to decide what to repeat.
- AI visibility. We track which questions about RATIONAL ovens the website is cited for.
See how we work for other businesses in hospitality and equipment, or go back to the portfolio.
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