Select Page
Bunzl Distribution Logo

A Customer-First Approach to Replatforming

Bunzl Distribution Logo

A Customer-First Approach to Replatforming

The Power of The Present and the Force of the Future

Founded in 1981, Bunzl Distribution is a large distribution group that provides more than 100,000 products to markets including food service, grocery, safety, cleaning and hygiene, retail, healthcare and more. Bunzl distributes outsourced food packaging, disposable supplies and cleaning and safety products.

Today, Bunzl Distribution owns and operates more than 100 warehouses that serve all 50 states, Puerto Rico, Canada, the Caribbean and parts of Mexico. With more than 5,000 employees and 400,000-plus supply items, Bunzl is a leading supplier with worldwide sales in excess of $10 billion.

Over the last 10 to 15 years, Bunzl has grown in acquisitions. Along with the acquisitions, the company has acquired multiple eCommerce platforms. Thus, Bunzl launched a long-term eCommerce strategy that outlined their future digital and eCommerce goals. They needed to consolidate each platform and make the move to a solution that could handle all their needs.

Customers at the Core of Digital

From the beginning, Bunzl put their customers at the core of their digital strategy. Bunzl needed to build a stronger solution for their customers.

“It wasn’t going to be an IT initiative. It wasn’t going to be a marketing initiative. It was a customer initiative,” said Cesar Pereira, Director of eCommerce at Bunzl.

Bunzl’s approach was all about the customer. They conducted focus groups with various customers asking them what they liked in each of their eCommerce platforms, and what changes they wanted to see moving forward.

Among the things customers asked for included:

  • Better search
  • Real-time data like inventory, order status and other information
  • Mobile experiences
  • Modern look and feel
  • User-friendly and intuitive
  • Internal analytics for customer service and sales teams

Bunzl looked at their limitations and figured out how to turn them into opportunities, improve upon them and turn them into a competitive advantage in their market. In the video below, learn how Bunzl created a SWOT analysis that ultimately helped them improve their digital strategy.


Gaining Buy-In and Implementing eCommerce

Bunzl knew they wanted Insite as a platform. When they began implementation they asked their implementation partner, Perficient Digital to build a prototype that addressed all the customers’ pain points from search, to real-time inventory, to mobile and beyond.

To gain buy-in from the entire team and move all the experiences onto the InsiteCommerce platform, they were able to use the prototypes to show the “before experience” next to the “experience after Insite”.

Bunzl didn’t just talk to customers before they built their site, they also talked to customers during implementation. They let their customers interact with the mockups of the website to test usability and ensure it was intuitive.

Since implementing InsiteCommerce, Bunzl has seen very positive feedback. Some of the customer feedback they heard before, during and after implementation included:

“The site looks really good…it seems like it would be really easy to use, and to find what you need, add to your cart, while tracking your budget at the same time.”
“The intuitive design and improved product information dramatically reduced the time to train new store associates.”
“It’s a massive improvement over what we are using today. It is something that will work beautifully for us.”
“I think the information is straightforward. Looks easy to maneuver within the site.”

Gaining Buy-In and Implementing eCommerce

Bunzl is focused on continued improvement of their eCommerce solution.

“There’s not going to be an end in two years or three years. We’re going to be continuously improving. We are focused on continually adding value to our business and our customers,” said Cesar Pereira.

To learn more about Bunzl’s eCommerce replatforming journey check out Insite’s webinar, You’re Being Lied To: The Truth About Choosing the Right eCommerce Solution for your Business.

Explore more stories like this one

Cogent Solutions & Supplies

Brady Corporation

Brady Corporation is a company ahead of its time. With InsiteCommerce, Brady Corporation has reduced their costs to serve their customers....


Cole-Parmer replatformed to InsiteCommerce because they needed a true B2B solution that could easily integrate with their existing technologies. Today, they deliver a wholistic eCommerce experience for their channel and dealers....


For Hisco, eCommerce isn’t replacing their sales team, it’s augmenting it. Since launching InsiteCommerce, Hisco has seen new leads, new opportunities and new customers....

Dillon Supply

After 12 years with the same eCommerce platform, Dillon Supply made the move to InsiteCommerce. Today, their customers are happier than ever before....

Steiner Electric

Steiner Electric built a best-in-class, omnichannel customer experience leveraging the InsiteCommerce platform that is helping the company drive customer engagement, create new business opportunities and expand share of wallet....

Source Atlantic

Jones Healthcare

George T. Sanders

Taking “customer-first” to a new level...

Consolidated Supply

Humanizing eCommerce to build better experiences...

Eastern Industrial Supplies

When people are more important than profits, business flourishes...




By Putting Customers at the Center of their Universe, Cleaver-Brooks is Standing Out from the Competition....



The best way to celebrate a legacy is to build an even stronger future...


By automating pre-booking orders, Thule has seen a 7% decrease in call volume, which has allowed customer service representatives to improve their average response time to dealer calls by 32%. ...

Nidec Motors

Nidec Motor Corporation sees a 25% overall rise in order volumes on the new InsiteCommerce powered site from the previous year on their old site....

Royal Canin

Royal Canin required a model to enhance the way they were selling to veterinarians, breeders, pet specialty retailers, as well as associates that work within these organizations....

American Paper & Twine Co.

American Paper & Twine is a wholesale supplier and distributor of janitorial, packaging, disposable foodservice, safety and office products....

Marmon Link

Beyond a Website to Transformative Experiences...


AmeriPride Services is recognized as one of the largest uniform rental and linen supply companies in North America. Nearing $650M in annual sales and operating more than 115 production facilities and service centers throughout the United States and Canada....

Plak Smacker

With InsiteCommerce®, Plak Smacker was able to integrate the system with their ERP, eliminating manual order entry and product, inventory, and price mismatch between the systems....


MORSCO selected InsiteCommerce to provide a fully mobile responsive, personalized solution that enabled customers to perform all aspects of their job more efficiently, while freeing up sales associates to assist customers in more meaningful ways....

The Granite Group

The Granite Group uncovered that their customers were going to their current eCommerce solution and abandoning the site 80% of the time....

Geriatric Medical

Geriatric Medical, a Boston, MA-area medical supply distribution company was founded over 70 years ago, and serves all of the New England area. ...

Northern Radiator

Northern Radiator began a digital transformation to meet customers growing expectations and flattening online sales....


With evolving competition, standing out and offering the best products and experience was essential to Paradigm....

Buyers Products

Established in 1946, Buyers Products Company has grown to become a leader in manufacturing all types of equipment for the work truck industry. Buyers Products specializes in durable truck boxes, heavy duty towing equipment, hydraulics, controls, and all-season trailer accessories. ...

Social media & sharing icons powered by UltimatelySocial