Case Study: Builders' merchant Bradfords achieves 20% higher online conversions with Akeneo PIM

Bradfords drives competitive advantage in a traditional sector that’s looking to digitally transform and meet the new online needs of B2B and B2C customers

Bradfords, a 250‑year‑old UK builders’ merchant selling through B2B, D2C and marketplaces, was struggling with spreadsheet-driven, siloed product information that harmed data quality, slowed onboarding and reduced online conversions. To address missing attributes, inconsistent listings and difficulty managing multiple channels, Bradfords engaged Akeneo and adopted Akeneo PIM/PXM Studio to centralize and standardize product data.

Akeneo delivered a single source of truth for ~80,000 products, gave suppliers access across the buying group, and introduced core attributes/families and audit trails to monitor completeness. As a result, Bradfords cut product onboarding from three days to under two hours, increased online conversion by 20%, reduced returns and simplified catalogue, marketplace and partner management—measurable improvements driven by Akeneo.

Bradfords

Fergus Bell

Head of eCommerce