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increase in revenue from search
lift in Add to Cart rate
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Providing a broad range of products and value-add services to approximately 500,000 customers, HD Supply is one of the largest industrial distributors in North America.


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HD Supply is in the process of rethinking its entire digital strategy. Certain pain points meant the multi-billion dollar company wasn’t innovating at a fast enough rate.

Brooke, Senior Product Manager, eCommerce at HD Supply, is instrumental in the transformation to get processes up to speed. Owning everything from the homepage to category pages to detail pages, Brooke was challenged with upgrading the site experience.

Brooke started by looking at the channels available and how customers interact with them. From customer behavior, Brooke realized buyers want to be able to make a purchase quickly and reliably:

They want to be able to find the right products fast, be sure they’re picking the right products, order them and get back to their day. It’s all about making that Add to Cart really easy.

A smooth buying experience was core to the strategy moving forward.

As Brooke started to dig into the details, she discovered some clear experience issues. “Our search was typeahead only, important filters were hidden in a tabbed approach or dotted around the page, and our category navigation was basically unusable.”


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We rely on the Bloomreach algorithm to really drive the majority of our search results.

Brooke Logan, Sr. eCommerce Manager, HD Supply

“Site search was, and continues to be, a huge project for us,” discloses Brooke, “like many websites today, the vast majority of people find products on our site through search. Navigation is used less than 10% of the time for us.”

The illogical user experience when it came to site search, paired with its revenue-generating potential, meant site search became indispensable to the digital project.



With the knowledge that using as much technology out-of-the-box as possible would avoid heavy customization further down the line, Brooke settled on Bloomreach Search and Merchandising (brSM) as her site search technology of choice.

Understanding that HD Supply customers want to complete purchases fast, “We revamped our site search experience with the ability to Add to Cart directly from the search bar,” details Brooke. “We still provide customers with typeahead,” she adds, “but we also offer them 3 product suggestions. They now see the product image, part number, price and the Add to Cart button directly in the search bar.”

A lean team meant Brooke needed technology to reduce some of the workload. 

We rely on the Bloomreach algorithm to really drive the majority of our search results and navigation and filter placements.

Additionally the Insights dashboard (part of brSM) allows the team to identify problem areas fast. “If someone reports an issue, we can use Insights to gain more data to understand it better,” Brooke recounts, “Just last week, we had someone complain about a query for BR30 (a kind of lightbulb). By going into the dashboard and using brSM, we can quickly identify queries and change navigation experiences. In this case, we set up a synonym that took 30 seconds and fixed the problem. That’s a big win.”

HD Supply's Favourite Features



Bloomreach Search is the industry-leading, AI-powered site search to drive revenue. Exceptional search, browse & product discovery, where every search query is optimized for revenue and AI/ML-automated personalization is applied to reduce costs and workload.



Personalize how you rank products for each visitor. Bloomreach can understand user preferences on a one-to-one basis and reorders products based on user preferences.



Bloomreach's AI-powered technology works in tandem with merchandisers to help them be more data-driven and impactful. Quickly learn which products are under-performing, personalize how products are displayed by segment, and boost, bury or lock-in-place products to tell a visual story.