How a “Relationships at the Counter” Company Saw a 7.5x Increase in Self-Serve

In the world of wholesale distribution, George T. Sanders (GTS) has been a name synonymous with trust and personal service. As a family-owned business that has grown to 17 locations across Colorado and Wyoming, GTS built their success by maintaining strong relationships at the counter with contractors specializing in plumbing, HVAC, and electrical products. However, as customer expectations expanded into digital solutions, GTS recognized the need to evolve.

Challenge

OUTDATED TECH, LIMITED AGILITY

Before implementing Optimizely, GTS faced significant challenges with its old eCommerce platform. The system was static, outdated, and unable to adapt to their customers’ changing needs. “We needed something more agile, more modern- something that would meet, if not exceed, our customers’ expectations,” said Jordan Ullom, Director of IT & eCommerce at GTS.

Their previous platform could not accommodate basic functionalities like personalized product catalogs or promotions. Additionally, the inability to manage product data independently of their ERP system meant their online product information was often inaccurate and insufficient, leading to customer frustration and confusion.

SOLUTION

OPTIMIZELY CONFIGURED COMMERCE

After an extensive selection process, GTS chose Configured Commerce, which provided a new level of flexibility and allowed them to create a user-friendly site tailored to the specific needs of contractors.

“It’s given our customers faith we’re not stuck in the 20th century. Optimizely gives us the control we didn’t have before. We can manage product data, run promotions, and choose how to display information to our customers. The level of customization available on the platform is a game changer,” said Ullom.

With Optimizely, GTS could finally configure their online store to reflect their dedication to serving the customer, manage product information more accurately, and streamline their order management process. Customers could now select their preferred location, access real-time stock availability, and place orders more efficiently.

Results

A 7.5X INCREASE IN SELF-SERVICE ADOPTION

Since implementing Optimizely Configured Commerce, GTS has seen a remarkable 7.5x increase in customers using self-service capabilities on their site. What once was cumbersome and clunky became an intuitive experience for GTS’s customer base.

Customers are now empowered to handle tasks on their own, such as finding products through improved catalog management or completing invoice payments—capabilities that were previously only available at the counter. Growth has continued in the time GTS since, which customer adoption increasing by 60% since their first year on Configured Commerce. The transformation has not only elevated the customer experience but also reduced the workload on GTS's internal teams, freeing them up to focus on more complex customer needs.

IMPACT

OF LAYER ONE'S PARTNERSHIP

While Optimizely’s platform offered the technological foundation, it was Layer One's ongoing partnership that ensured GTS’s success. Layer One’s continued expertise has played a critical role in maximizing the benefits of the Configured Commerce platform.

“Layer One is more than just a vendor—they are our strategic partner. They understand our challenges, those of our industry, and help craft solutions that truly meet the needs of our customers.” Jordan Ullom said.

FUTURE

PERSONALIZATION AND GROWTH

Looking ahead, GTS plans to continue enhancing its digital commerce strategy by leveraging the personalization features of Optimizely’s platform. Whether it’s through personalized promotions or tailored experiences, GTS is focused on further refining the customer journey and staying ahead of the curve in an increasingly competitive market.

For other companies considering Optimizely Configured Commerce, GTS’s success story demonstrates the potential for substantial growth and improvement. The combination of Optimizely's flexible platform and Layer One’s strategic partnership has allowed GTS to maintain its close-knit, family-owned feel while delivering a cutting-edge digital experience to its customers.

They are so much more than developers that just take our orders, Layer One understands our industry, and our business needs and goals.

They consult and coach us on how to use eCommerce the most effectively and strategize the highest impact things to do next.