| MSC Industrial
Supply Company is one of the nation’s largest
direct marketers of industrial supplies and equipment.
Since 1941, MSC has set the industry standard for quality,
selection and customer service. More than half century
later, MSC’s dedication to these standards has
made them one of the nation's leading distributors of
metalworking & MRO industrial supplies, selling
over 550,000 SKUs. On average, MSC releases 3 specialty
sales catalogs per month, and 4-5 additional special
issues per year. Conveniently, all of the company’s
products are available in both the print and online.
Challenges/Goals
- Increase lead aquisition
- Simplify customers’ overall shopping experience
- Improve visual information and e-commerce functionality
- Expand audience for monthly sale catalogs
Strategy
Engage
- Increase browsing time with rich media interactivity
- Drive additional traffic to site by featuring
online catalogs in email campaigns
Inform
- List and categorize catalogs by type directly
on homepage
- Show product detail with catalog zoom feature
Convert
- Give customers a simple way to opt-in as “online-only”
shoppers using an account preferences page
- Integrate online catalog seamlessly with the
shopping cart
- Link rotating banner on left navigation bar
to corresponding catalog pages
Results
- Online catalog orders now account for more than
20% of total sales
- Customer database grew by more than 12% in the
first 9 months
- Increase in requests for the online-only catalog
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