MKM Building Supplies Case Study
MKM Building Supplies enhanced its product data quality to improve customer experience and online visibility. By enriching SKUs with consistent attributes and SEO-optimised content, MKM increased product discoverability, drove more traffic, and boosted conversions by 85%. Trade customer engagement also grew, proving the impact of high-quality product data.
Start with Data improved our product catalog management, cutting content sourcing and creation time by 76%. Enriched product data has driven more traffic, increased trade customer engagement by 10% year-on-year, and boosted conversions by 85%, directly impacting sales growth as we progress through our data enrichment journey.
Craig McLaren, Head of Digital
Challenges
MKM Building Supplies is one of the UK’s largest independent builders’ merchants, supplying a wide range of building materials, home improvement products, and tools to both trade professionals and retail customers. As their product catalog grew and their digital presence expanded, MKM recognised the need to enhance product data quality to improve customer experience and boost online product discoverability.
Managing product information presented several challenges. Thousands of SKUs had inconsistent data, affecting both customer experience and internal data management. Existing product content was minimal, with key details missing that were critical for SEO and product discovery. Sourcing enriched product content from multiple manufacturers was also a time-intensive and fragmented process, making it difficult to maintain high-quality and reliable product information.
Solution
MKM Building Supplies implemented a comprehensive SKU enrichment strategy, ensuring thousands of SKUs were enriched with consistent and detailed product attributes. This created a strong data foundation that improved product accuracy and usability. By enhancing content quality, they developed SEO-optimised product descriptions that were more engaging and informative for customers. The improved data quality and depth made products easier to discover, providing a better browsing experience and increasing visibility across digital channels.
Results
- More traffic is being driven to enriched product categories, showing a direct correlation between better product content and customer engagement.
- Significant sales growth in product categories where product data has been enriched. The company is around 40–50% through its product data enrichment journey
- 10% increase in trade customers using the website year-on-year, indicating that enriched product data is resonating with MKM’s core audience.
- Year-on-year conversion rate is up by 85%, showing a significant impact of improved product data on customer purchasing behaviour.
