B2B E-Commerce for Distributors

Spray Equipment & Service Center, a leading North American distributor of industrial painting and finishing equipment, wanted to expand its market reach beyond industrial facilities to new markets, contractors, and small businesses. So they reached out to INDUSTRIAL for a B2B e-commerce solution that would not only serve their new customer base, but that would also improve the overall shopping experience for their industrial customers.

First, INDUSTRIAL conducted a messaging workshop with the Spray Equipment teams to learn about finishing and coating challenges facing their new and current customer base. INDUSTRIAL then created a messaging “platform” as a content foundation for how to speak to these audiences, including how to best serve these audiences with Spray Equipment’s extensive inventory of value-added products and custom finishing solutions. Next, INDUSTRIAL developed a plan to design, build, and launch Spray Equipment’s new B2B e-commerce website for its distributors.The plan included two goals: 1) Increase new leads for custom-engineered finishing systems for their new markets, and 2) Generate online sales for their “bread-and-butter” spray guns, parts, and accessories for their top brands, including Graco and BINKS. The plan deployed with multiple channel activations, including paid media/PPC, Google Shopping ads, display re-marketing, and automated nurture emails. INDUSTRIAL incorporated 17,000+ products into a scalable digital catalog, making it easy for customers to shop, purchase, and get assistance. New content improved the site’s SEO and navigation improvements made it easier to browse Spray Equipment’s custom-engineered finishing solutions.

in new sales generated from the eCommerce site in a single year, not including sales of more profitable specialized solutions.