Case Study: Wolseley achieves higher conversions and recovered sales with Adestra

Wolseley proves that personalization at scale is more than just a pipe dream

Wolseley, the UK’s largest specialist trade distributor of plumbing and heating products, wanted to create a seamless, personalized multichannel experience across its fragmented brand and customer landscape. Working with Adestra and Fresh Relevance, it needed a way to deliver relevant content at the right time for very different customer segments, from sole traders to national utility accounts.

Adestra helped Wolseley build mobile-responsive templates across core trading brands and add personalization tools for websites and email, including automated recommendations, cart-abandonment emails, and Popover SmartBlocks for larger orders. The result was faster campaign creation and stronger performance: open rates rose from 23% to 28%, click-through rates from 2.1% to 2.5%, targeted campaigns reached 39% open rates and £5.6K in sales, and abandoned basket emails recovered £66,446, lifting sales by 2.9%.

Wolseley