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Wolseley sees 100% Revenue-Per-Session lift after serving unique homepage experiences to B2B buyers.


Benefits Of Partnering with Kibo:


increase in Revenue-Per-Session


increase in Conversion Rate


lift over Random Assignment



Armed with a rich heritage that dates back to the 19th century, Wolseley has long served as the partner of choice for trade professionals. As a market-leading heating, cooling, and plumbing supplier in the UK, over 100,000 trade professionals count on Wolseley for key plumbing and heating projects every year.

Having recently combined specialized websites into a single branded online presence, Wolseley selected Kibo Personalization to help implement personalized experiences that pulled from visitor data for a more relevant experience for every trade professional.

Offering more than 400,000 products on its site, Kibo has helped Wolseley deliver on its stated promise to “get the right products to customers at the right price, in the right place, and at the right time.

“As we go through our digital transformation, it’s important that we drive improved sales and lifetime value with unforgettable customer experiences. Kibo gives us the scalable personalization we need to achieve that goal, and has helped our performance improve considerably”
— Mark Parrish, Ecommerce Trading Manager at Wolseley


Wolseley is a leading supplier of heating, cooling, and plumbing products with a focus on professional plumbers and builders. Their complex business includes more than 400 stores and a deep product catalogue of more than 400,000 items for sale across 800 categories.


THE CHALLENGE: One Generic Homepage for a Variety of B2B Buyers

The company had recently transformed their online presence, uniting several legacy websites for different product categories in a single Wolseley-branded online presence. While the new site simplified ecommerce operations and allowed customers to search across categories more easily, the company was hindered by a generic homepage that didn’t speak to their diverse buyer personas.

Plus, having merged multiple brands that served dedicated segments across three ecommerce sites, Wolseley now needed a solution that would dynamically cater to personas on one dedicated domain.


THE APPROACH: AI-Personalized Homepage Experiences

With a goal to create individualized homepage experiences for every customer across categories, Wolseley’s ecommerce team turned to Kibo Personalization for help. Wolseley wanted to move away from the limitations of their previous vendor, which limited the company to AB testing and rigid segments, placing individuals in buckets based on rules, rather than real-time, purchase-driven intent. For example, if someone was categorized as a “plumbing customer,” they used to only see plumbing content even if their purchase behavior also included heating products.

“Customers often have a more varied personality than a segmented approach can address. Rather than taking a business view of what category a customer fits into, we want to switch it over to what the customer wants. We saw that Kibo’s AI-driven personalization could help us do that,” said Mark Parrish.

To deliver a more nuanced and relevant experience, Wolseley implemented Automated Personalization Experiences from Kibo, which use data-driven AI to serve unique homepage content to every visitor.

Wolseley B2B Personalization Use case: Homepage Product Category Personalization

With a goal of increasing Revenue Per Session using Kibo Automated Personalization Experiences, Wolseley decided to personalize the ‘popular categories’ section with separate variants showing relevant content for CommercialRefrigeration, and Domestic products.

The experience increased revenue-per-session from £5 to £10, and the Kibo decisioning engine proved to deliver a 75% lift over random assignment. 


Lift over random assignment

Wolseley B2B Personalization Use case: Weather-Related Product Triggers

The ecommerce team saw that demand for certain products increased based on the weather. For example, boilers were in high demand during the winter. Therefore, Wolseley used Kibo to trigger special boiler offers based on certain cold temperature thresholds—or, conversely, air conditioner offers based on hot temperatures logged during the summer. At these times, buyers were less price sensitive, and more sensitive to availability, creating even more opportunity to improve sales with the right offer.

Wolseley use Kibo to deliver a boiler breakdown banner on the homepage when the two-day forecast has a minimum temperature of 5 degrees or below. The experience delivered a conversion rate increase of 163% from 2.4 to 6.3%.


Increase in Conversion Rate


THE RESULTS: Major Increase in Revenue Per Session

With more flexibility to deliver content that married business goals with visitor behavior, the Wolseley team was able to improve site performance and appeal to a variety of different B2B buyers on the new homepage.