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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 Manager (brX) and Bloomreach Discovery (brSM) 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 Manager (brX)
  • Bloomreach Discovery (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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