Multi-brand industrial giant boosts revenue with unified ecosystem
Hardware and tool enthusiasts expect intuitive shopping experiences whether buying professional equipment or household items. A Fortune 500 American manufacturing leader known for its iconic industrial tools, household hardware and security products recognized that its fragmented digital ecosystem was creating confusing experiences for customers. The need to unify their digital platforms while preserving brand identities became critical.
To address this the company partnered with us to modernize its digital ecosystem. By replacing outdated legacy systems with cloud-first, scalable platforms. This strategic modernization integrated previously siloed systems across B2B and B2C channels while creating consistent user experiences. This transformation changed how professionals and homeowners discover, purchase and engage with the company's trusted tools and hardware brands.
The Challenge
Fragmentation across digital touchpoints was affecting both customer experience and business performance, the manufacturer's legacy technology landscape presented several significant barriers:
- Disconnected brand experiences: Multiple acquisitions created disconnected shopping journeys across different product lines and brands
- Legacy technology limitations: Outdated applications lacked modern features and capabilities that customers had come to expect
- Inconsistent user interfaces: Different digital platforms created confusing experiences as customers moved between brands
- Limited integration capabilities: Siloed applications prevented a unified view of inventory, pricing and customer information
- Slow feature deployment: Legacy architecture extended development timelines for new capabilities that could enhance customer experience
These technical constraints undermined the company's ability to deliver the cohesive, intuitive shopping experiences that both professional contractors and homeowners expect when purchasing tools and hardware.
The Solution
We collaborated with the industrial leader to implement a comprehensive digital transformation that unified the customer experience across all touchpoints:
- Middleware modernization: Migrated over 1,000 applications to Azure Integration Services, creating a scalable middleware foundation for seamless data flow
- Commerce platform transformation: Shifted legacy B2C applications to Shopify for enhanced customer engagement and B2B websites to Salesforce Commerce Cloud for personalized business purchasing
- Experience platform standardization: Developed a common digital platform using Drupal and Acquia that delivers consistent brand experiences while preserving unique identity
- Integrated Salesforce ecosystem: Implemented a comprehensive solution spanning Commerce Cloud, Service Cloud and Lightning components with real-time order management
- API-led connectivity: Created streamlined integration between applications, enabling consistent product information, pricing and inventory across channels
This multifaceted approach transformed disjointed customer touchpoints into a cohesive digital ecosystem that supports the entire purchase journey from discovery through checkout and service.
The Impact
The digital transformation delivered significant, measurable improvements to both customer experience and business performance:
- 29% total revenue growth: The integrated, modern platforms drove substantial sales increases within two months of implementation
- 17% increase in total orders: More intuitive shopping experiences encouraged higher purchase frequency across both B2B and B2C channels
- 10% higher average order value: Enhanced product discovery and improved checkout functionality led customers to add more items to their carts
- 30% faster development: New features and enhancements now reach customers more quickly, accelerating innovation
- 50-60% lower implementation costs: Reusable components dramatically reduced the expense of extending capabilities to new markets
- Accelerated market expansion: Country rollout time decreased from 3 months to just 3 weeks, enabling faster global reach
Beyond the Numbers
This transformation fundamentally changed how customers interact with the manufacturer's diverse brands. The shift from fragmented, inconsistent experiences to a unified yet brand-specific approach created more intuitive shopping journeys that build stronger connections with customers.
Professional contractors particularly benefit from the enhanced B2B platform, gaining personalized experiences that recognize their specific needs and purchasing patterns. The real-time order management and history provide the reliability and transparency that businesses require when sourcing essential tools and equipment.
Homeowners enjoy a more retail-like experience with improved product discovery that helps them find the right solutions for their projects. The modernized interfaces and enhanced functionality make it easier for casual customers to navigate across the company's extensive product catalog while maintaining brand familiarity.
Celebrating Success
Our partnership with this American industrial icon shows how comprehensive digital transformation can unlock growth, enhance customer satisfaction and deliver operational efficiency.
With a scalable, cloud-powered foundation now in place, the company is positioned for continuous innovation able to launch new features faster, expand to new markets more efficiently, and maintain the trusted relationships built with customers over generations.
