Case Study: Cutwel achieves 35.7% higher conversion and 26% revenue growth with PureClarity AI personalization

Cutwel achieved ROI in a matter of months with PureClarity

Cutwel are a British-owned business and one of the UK’s largest independent engineering tooling distributors, offering a vast range of cutting tools, workholding, measuring tools and lubrication. Faced with the challenge of increasing average spend among a loyal but product-overwhelmed customer base, Cutwel adopted PureClarity’s automated personalization technology—AI product recommenders—to surface relevant items and simplify the buying journey.

PureClarity implemented AI-driven recommenders across the homepage, search, product pages and the basket, plus best-seller and basket-based cross-sell rules to boost awareness and encourage larger purchases. The impact was measurable: conversion rose from 1.4% to 1.9% in three months (a 35.7% uplift), average order value increased by 7.39%, overall revenue grew 26%, and product page recommenders generated 68 orders (5% of total) in one month—demonstrating PureClarity’s role in driving cross-sell and higher AOV.

Cutwel

James Maack

Digital Marketing Supervisor