Account-Based Content Personalization

A global office furniture manufacturer, Steelcase, provides a detailed example of account-based commerce personalization at scale. The company manages a product portfolio with more than 25 quadrillion possible SKU variations sold through an extensive dealer network. Steelcase implemented a personalized commerce platform that uses a custom chooser feature to determine the correct dealer, billing arrangement, and authorized catalog portion for each authenticated buyer, down to the specific building level within a customer organization. The result has been significant: 90% of the company's B2B sales now flow through these personalized online channels, with customers able to configure and order highly customized products through an intuitive interface that masks the underlying operational complexity.

An equipment rental company, Sunbelt Rentals, deployed account-based personalization through an integrated commerce platform that leverages data hygiene workflows to personalize follow-up communications with inventory information tailored to each customer's geographic location. The abandoned cart nurture campaign doubled the conversion rate of abandoned carts, a result projected to contribute up to $2.4 million in additional annual revenue. The platform also enabled six times more frequent site updates and reduced content creation timelines from weeks to hours. In a separate case, a fragrance brand operating wholesale across multiple countries implemented personalized B2B catalogs with localized pricing on a unified commerce platform, achieving 50% year-over-year international B2B growth in 2024 and a 46% increase in average order value during a peak promotional period.