Kele Inc. is getting closer to its customers and boosting revenue through omnichannel personalization technologies enhanced by artificial intelligence.

The manufacturer and distributor specializes in automated control products for commercial and industrial buildings. For Kele, a high personalization performance level is critical to winning over loyal customers in a competitive market.

“Failing to swiftly provide a relevant, personalized experience — whether through self-service ecommerce or telephone interactions — could result in missed opportunities to acquire new customer accounts or expand existing relationships,” says John Strawn, Kele’s chief marketing officer.

He says a critical driver behind that experience is a suite of advanced technologies capable of instantly recognizing customers and then presenting them with relevant products aligned with their preferences. Kele boasts a comprehensive range of over 100,000 SKUs. It caters to building automation systems governing operations such as HVAC, lighting, flow, and security in commercial and industrial settings.

“Compiling product and customer intent data across all sources and decisioning in real time would have been impossible five years ago,” Strawn says. “AI serves as a pivotal tool in streamlining the connection between customers and these products, ensuring a swift and seamless experience to better understand your customers’ needs and serve them across channels.”

Stephen Rudolph, Kele’s chief technology officer, acknowledges the nascent stage of AI’s development. Nonetheless, he highlights its remarkable potential to impact sectors like marketing and software development, significantly amplifying the efficiency and productivity of respective teams.

Lenovo nearly doubles revenue via search results

At Lenovo, the computer manufacturer and marketer realized it needed to upgrade its ecommerce site’s search experience. The move led to a 95% increase in revenue gained through search results.

“We index half a million records every 12 hours,” says Marc Desormeau, head of global search. “Everything from data feed and product information, pricing, catalogs, things we sell.”

“We’re using data captured from our search engagements to inform some of our investments in SEM by looking at customers who are coming to us organically,” he adds. “How are they then engaging with our own site search? How can we start joining some of that data to ultimately present a better experience?”

So Lenovo upgraded its site search experience. It replaced legacy technology with site search technology design with AI-powered capabilities.

In the new report, “B2B Ecommerce Trends,” Kele, Lenovo and other companies and industry experts expound on B2B trends leading to “unified commerce” experiences critical to engaging today’s B2B buyers and standing out in an increasingly competitive omnichannel market.

The Pacing B2B Ecommerce Trends report is available for a free download.

Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. [email protected].

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