A global supplier of industrial parts, hardware and safety equipment has improved customer experience by asking long-term users of its ecommerce website to contribute to its redesign.

Reid Supply’s director with responsibility for website marketing services Greg Palmer said surveys were sent to thousands of the company’s online customers, who told the firm they wanted a more straightforward shopping experience.

At the top of their wish list was an improved search application, something that has now been incorporated in to the new reidsupply.com.

Reid Supply president John Carrier said: "Our new Smarter Search function is very intuitive in the sense that as you are typing, it is auto-suggesting in a drop-down window. This can be very handy if you don’t know exactly what you want."

Early feedback on the new site has been positive, with customers rating it as more user friendly and more effective in helping them find the products they are searching for.

Founded in 1948 on the shores of Lake Michigan, Reid Supply now works with customers in all 50 US states and 40 countries worldwide.

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