MSC Industrial Supply Co. Enhances Product Findability with Certona’s 1:1 Personalized B2B Buying Experiences

Leading metalworking and maintenance, repair and operations (MRO) distributor deploys Certona’s predictive personalization solutions, increases units per transaction by 46%

SAN DIEGO--()--Certona, the leader in real-time omnichannel personalization for the world’s largest brands and retailers, today announced that its partnership with MSC Industrial Supply Co. (NYSE:MSM), a premier distributor of Metalworking and Maintenance, Repair and Operations (MRO) products and services to industrial customers throughout North America, has resulted in a more efficient buying experience on

By leveraging Certona’s personalization solutions, MSC increased website conversion rate by 38%, average order value by 12% and units per transaction by 46%, for those buyers who interacted with Certona’s personalized product recommendations.

With over one million products available on its e-commerce site, MSC’s objective was to make it easier for their buyers to find the right product. By partnering with Certona, MSC now delivers real-time personalized buying experiences based on individual buyer profiles, historical data and in-session browsing behaviors across their website and email channels.

“Certona’s personalization platform helps provide more relevant product recommendations to our customers at,” said Mike Roth, Senior Director of eCommerce at MSC. “As a customer navigates our site, Certona utilizes everything we know about that particular customer’s preferences, such as order and viewing history, to provide a personalized experience and suggest alternative and complementary products.”

Certona’s industry-leading predictive personalization solutions, proven best practice and experience integrating with IBM® WebSphere® serve as key factors for the success of the growing partnership.

“MSC recognizes the importance of product findability for their customers, particularly with a very large product assortment,” said Meyar Sheik, CEO and co-founder of Certona. “By having deep learning and insights on each individual customer, they shorten the path to purchase resulting in increased sales and a better buying experience.”

About Certona

Certona's AI-based omnichannel personalization solutions power individualized customer experiences for over 500 top e-commerce websites in more than 70 countries. Certona's platform delivers 50 billion personalized experiences per month and generated $4.6 billion in client revenue in 2016. The company's Personalized Experience Management platform, powered by the Certona Predictive Cloud™, increases engagement and conversions by leveraging one-to-one behavioral profiling, Big Data insights, and real-time predictive analytics to present individualized content, promotional offers and product recommendations across all customer touchpoints. For more information, please visit

About MSC Industrial Supply

MSC Industrial Supply Co. (NYSE:MSM) is a leading North American distributor of metalworking and maintenance, repair, and operations (MRO) products and services. We help our customers drive greater productivity, profitability and growth with more than 1 million products, inventory management and other supply chain solutions, and deep expertise from over 75 years of working with customers across industries.

Our experienced team of more than 6,000 associates is dedicated to working side by side with our customers to help drive results for their businesses - from keeping operations running efficiently today to continuously rethinking, retooling, and optimizing for a more productive tomorrow. For more information on MSC, please visit


Morgan Meyer, 858-369-3888

Release Summary

MSC Industrial Supply Co. deploys Certona’s predictive personalization solutions, increases units per transaction by 46%.


Morgan Meyer, 858-369-3888