1. Inspiring Better Decisions.
CASE STUDY: Wasserstrom Increases Conversion and Improves Shopping
Experience with Adaptive Navigation
THE CHALLENGE
The Wasserstrom Company, the world’s leading restaurant
supplier and distributor of foodservice supplies and equip-
ment, was in need of a more effective way to connect their
shoppers with the right product forthem.Wasserstrom needed
to create a personalized discovery and navigation experience
that would allow shoppers to navigate by their unique needs
in order to differentiate themselves against competitors
like AmazonSupply.
THE SOLUTION
Wasserstrom engaged the Edgecase team to help them
create a more distinctive and personalized way to navigate
their product offering. The solution creates opportunities
for shoppers to explicitly communicate their unique needs
and preferences in more natural language, and then match
the most relevant products based on a vastly expanded set
of product attributes.
Edgecase’s Content Curation team and Adaptive Navigation
technology was able to take large amounts of structured and
unstructured data previously buried in the product page
and make it navigable. By expanding Wasserstrom’s product
attributes by 3–4x, Edgecase was able to allow shoppers
to filter by the attributes important to them, ultimately impro-
ving the shopping experience.
Wasserstrom also utilizes Edgecase Shopping Scenarios
which allow their shoppers to navigate based on a general
need or solution (i.e. bar service) rather than specific product
attributes. Wasserstrom reports that those shoppers who
engage with the Shopping Scenarios navigation convert
186% higher than the category average, with a 3% higher
average order value.
THE RESULTS
After going live in 2013 with Edgecase’s Adaptive Navigation
solution, Wasserstrom is quickly gaining invaluable new
insights about how its shoppers think, find the right products
and, more importantly, how they make their buying decisions.
INCREASED ENGAGEMENT
25% of shoppers that visit product categories with
Edgecase’s Adaptive Navigation are engaging with
the navigation controls.
INCREASED CONVERSION
Shoppers that reach a product page using Adaptive
Navigation convert at a 209% higher rate than
shoppers who manually navigate to product pages
via the category bar.
NEWFOUND PRODUCT ATTRIBUTES
Wasserstrom’s Preferences Report shows that one
of the most used product attribute for shoppers
looking for restaurant glasses is “volume capacity,”
which was an unexpected find by the company’s
merchandising team.
We recognized early on in working with Edgecase that we would be able to create a more personalized
discovery and navigation experience to further differentiate our brand. Early results have been
exciting and I look forward to rolling out the solution site-wide this year”
1-855-512-2677 || sales@edgecase.io || edgecase.io
3–4x
3%
209%
Product Data
AOV
Conversion
Over the category average
— Dale Edman, vice president, e-commerce and online marketing