Kramp
Revolutionising Product Findability with Data and AI
We led the project with the highest strategic priority at Kramp, Findability. With a joint Borg and client team we structured the innovation process and accelerated new feature development. Features included Ranking improvements, Facet cleaning, enabling searching on Make-Model.
The project spanned multiple departments, 5 different IT teams and roughly 40 people
Client & Challenge
Kramp, a leading European technical wholesaler specialising in spare parts and accessories for the agricultural sector, was facing a significant challenge with their website’s product search functionality. Customers struggled to find the right products efficiently, often relying on exact product numbers rather than descriptive searches. This was in part due to incomplete or inaccurate product data, hindering the effectiveness of keyword-based searches. This issue not only frustrated customers but also potentially impacted sales and overall user experience, ultimately raising the question:
“How can we improve Kramp’s search engine within a short period of time to enhance customer satisfaction, increase sales, and boost operational efficiency?”
Search issues led to:
- Frustrated Customers: Difficulty in finding products led to customer frustration and increased support inquiries.
- Lost Sales: Inability to locate desired products could result in customers abandoning their search and purchasing elsewhere.
- Decreasing loyalty: As customers go elsewhere to find product numbers and get frustrated, risk of losing customers to competitors.
- Inefficient Operations: The lack of clear search performance metrics made it difficult to assess the effectiveness of any improvements.
Borg Consulting was brought in to lead a comprehensive project named “Findability” to address these challenges. We successfully led and coordinated a cross-functional team of around 40 employees through a structured PMO setup with clear workstreams and project leads, ensuring efficient coordination and progress tracking.
Our core strategy was to rapidly test potential improvements using A/B testing. This allowed us to quickly measure the impact of innovations and make data-driven decisions.
Key Workstreams:
- Strategy: Defined a long-term vision for search functionality.
- Measurability: Established clear metrics and dashboards to track progress.
- Experimentation: Implemented A/B testing capabilities.
Data Improvement: Enhancing content data quality and completeness using LLMs. - Bundling Results: Grouped similar products together for easier navigation.
- Facets: Improved filter functionality within search results.
Ranking: Enhanced search result ranking based on personalization and relevance. - Make/Model: Introduced functionality for customers to search and filter products based on their specific equipment.
Improved Metrics
Significant improvements were observed in key metrics such as search success rate, zero-results rate, time to success, and NDCG (ranking metric).
Increased Innovation Velocity
A/B testing enabled rapid testing and validation of new features, dramatically accelerating the pace of innovation.
Enhanced User Experience
Customers could find products more easily and efficiently, leading to increased satisfaction and potential sales growth.
Data-Driven Decision Making
Clear metrics and dashboards empowered Kramp to make informed decisions based on concrete data.
"Borg provided structured leadership that created focus, alignment, and real results."
Borg brought clarity and momentum to one of our most complex digital projects. By setting up a solid PMO — with a.o. clear workstreams, ownership, KPIs — they laid the foundation for focused execution. Their hands-on approach helped teams collaborate, test rapidly, and deliver real improvements in product search and customer experience.
Olivier Luxon ,
CTO of Kramp
Contact us to learn how we can help your business harness the power of data and AI to drive innovation and achieve tangible results.
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