Gerrie Electric cuts customer response times to under an hour

Gerrie Electric, one of Canada's leading electrical distributors, rebuilt its B2B commerce on Optimizely Configured Commerce. The payoff: faster workflows, smarter recommendations, and customer response times in less than 60 minutes.

Industry
Manufacturing and distribution
Products used
Configured CommerceRecommendations

Every digital transaction, one owner

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  • Gerrie Electric is one of Canada's leading electrical distributors.
  • As Director of Ecommerce, Darko Milivojevic oversees every digital transaction at Gerrie: web, mobile app, VMI, POs, quotes, and punchout.
  • His remit also covers data science and analytics, customer service, and digital leads.

Winning over a traditional market

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  • Gerrie's market was historically offline, so it met rising customer expectations by matching digital tools to what buyers actually wanted.
  • Three years ago, Gerrie moved from another CMS to Optimizely.
  • Optimizely means quicker backend workflows, content management non-technical staff can handle, and custom development delivered on budget.
  • Using customer insight, Gerrie built self-service tools like "My Quotes" and customized statements for its B2B needs.

We could develop things that were specific to our business in a reasonable amount of time and under budget, thanks to Optimizely.

Darko Milivojevic|Director of Ecommerce

Recommendations that pay for themselves

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  • Gerrie uses both Optimizely's Product Recommendations and its own factual recommendations.
  • After tuning the engine to include brand-specific suggestions, sales rose enough to cover the cost of the solution and turn a profit.
  • Optimizely's Commerce platform fits Gerrie's tech stack, making work smoother for staff and customers alike.

After we tweaked the product recommendations engine to include brands, we saw an uptick in sales.

Darko Milivojevic|Director of Ecommerce

Answers in under an hour

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  • Logged-in users get a tailored experience, with product visibility, purchase permissions, and checkout shaped by their account history.
  • Since adopting Optimizely Configured Commerce, Gerrie has grown revenue year over year and cut online response times to under an hour.
  • Wider self-service lifts the customer experience and frees staff from manual tasks.

Customer service all across the board is the number one thing that's really improved. Our time to talk to a customer and answer their questions, it's under an hour.

Darko Milivojevic|Director of Ecommerce

Next up: redesign, VMI, and AI

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  • A site redesign is planned within the next year to improve the customer experience further.
  • Gerrie is rolling out the Optimizely VMI program.
  • Next on the list: bringing AI into the program and putting Optimizely Data Platform data to work.

What the switch delivered

Gerrie Electric's move to Optimizely has produced real, measurable results. Online response times are under an hour, revenue is up year over year, and self-service tools are seeing steady adoption. By automating manual work and personalizing the experience, Gerrie has made things easier for both customers and staff. With a site redesign, VMI rollout, and deeper data work on the way, the company is in a strong position heading into the next stage of its B2B commerce growth.