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Global Industrial

AI-DRIVEN CONTENT MARKETING IN MRO DISTRIBUTION

Overview

Global Industrial, a Systemax, Inc. company, is a leading national distributor of industrial products and MRO supplies. The business was looking to differentiate themselves with thought leadership established through educational content, but they faced numerous challenges, including: 

  • A product-focused and product-led website experience
  • A homegrown website platform with little flexibility for expanding content storytelling 
  • An increasingly competitive environment

Solutions

  • Creation of The Knowledge Center, a digital, content-rich resource designed to empower customers with expert advice on topics they need to succeed and grow
  • User Experience Design of The Knowledge Center site experience 
  • Build-out of the site using Bloomreach Experience Content and Bloomreach Discovery  technologies
  • AI-driven tools to create relevant experiences, with machine learning setting the site up for scale
  • Integration with home-built eCommerce site to tie two user experiences together, connecting educational content with related product categories

Platforms

  • Bloomreach Experience Content (formerly brX)
  • Bloomreach Discovery (formerly brSM)

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Impact

  • Expert advice offered through The Knowledge Center cemented Global Industrial as a partner in helping customers grow​
  • 25+ customer segments were served AI-driven content recommendations​
  • The organization saw a 12x increase in monthly content shared

12x

Increase in monthly content shared

25+

Customer segments served AI-driven content​

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"We are delivering an exceptional end-to-end customer experience and providing rich and engaging content, that elevates the value we provide and builds loyalty with our customers. The Knowledge Center is a go to resource that goes beyond the sharing of knowledge, and empowers customers to put the skills and the resources of Global Industrial to work for them.”

Klaus Werner
SVP and CMO Marketing at Global Industrial