Customer Spotlight: SureWerx

This is a Shift7 Digital partner story. Explore the inriver partnership with Shift7 Digital>.

SureWerx is an international supplier of professional tool, equipment and safety products. The company acquired multiple brands over the years and sells through distribution channels. They faced a need to ‘go faster’ and realize revenue more quickly through improved syndication and leverage a mix of foundational and advanced distribution marketing efforts.

SureWerx faced multiple challenges to accomplish rapid growth goals including:

• Disjointed, inaccurate, and limited product data across their ERPs, and a variety of decentralized systems
• Need to grow in existing and quickly expand into new key sales channels with the biggest ROI potential that fit with their business model, audience, and brands
• How to create a ‘surge’ of products onto the key online distribution channels, from both a quantity and quality lens, and efficiently manage more product information on more channels

the solution

• Digital channel prioritization output with unique SureWerx Channel Fit Index recommended and projected growth targets with focused efforts on two existing online distribution channels – Amazon and Zoro – and a prioritized list of new ones – beginning with Lowe’s and HD Supply
• Surge process for SKU identification and content improvement
• Procured and implemented inriver to better structure, categorize, and syndicate product data
• Advanced marketing strategies for SEO and product discoverability with numerous analytics tools in place, including Google Ads, Sellics, PriceSpider, and Amazon Marketing
• Redesigned four Amazon storefronts informed by marketing and sales data
• Email templates and landing pages updated and modernized across the family of brands
• Created a “Where to Buy” campaign strategy utilizing Google Ads, email marketing, and PriceSpider

the results

• Introduced two additional online selling channels with a prioritized list for further expansion
• Operationalized a product merchandising and content governance program, increasing the quality and quantity of more than 12,000 SKUs across six brands, across four channels
• Drove 125% increase in sales, year over year, across Amazon, Lowe’s, Zoro, Global, and HD Supply through product and content optimization efforts
• Inriver manages rich product information centrally and syndicates, allowing for a small team to efficiently operate this growing business
• Developed strategies around advertising, promotional events, brand landing pages/stores, and other channel techniques to continue accelerating growth
• Insights into user behavior on external selling channels through the ‘where to buy’ program further enriches branded experience