Case Study: MSC Industrial Supply Co. boosts conversion and order value with Certona personalization

Leading MRO distributor deploys Certona’s predictive personalization solutions, increases units per transaction by 46%

MSC Industrial Supply Co., one of North America’s largest direct marketers and distributors of MRO and metalworking products, wanted to make it easier for customers to find and buy the right products on its site. The company also aimed to deliver personalized recommendations based on browsing and purchase behavior, using its MRO expertise to guide buyers to the most relevant items. Certona helped address this challenge with its personalization and product recommendation technology.

Certona implemented recommendations across MSC’s category pages, product listing pages, product detail pages, shopping cart, and Add to Cart modal, using strategies such as similar items, cross-sells, upsells, and recently purchased products. With detailed product data powering the engine, MSC was able to surface more relevant suggestions and reduce merchandising effort. The results were strong: a 38% increase in conversion rate, a 12% increase in average order value, and a 46% increase in items per order.

MSC Industrial Supply Co.

Mike Roth

Senior Director of eCommerce