Wolseley is known across the global construction industry as the world’s largest specialist trade distributor of plumbing and heating products. The Challenge Aspiring to deliver an integrated, personalized experience for their customers across multiple touchpoints, Wolseley had their work cut out for them. With a fragmented data landscape across various trading brands, and multifarious customer segments ranging from sole traders all the way up to national utility customers (each presenting vastly different circumstances and needs), just figuring out where to start was overwhelming. Woseley had used analytics software to identify customer personas. For example, industry professionals who ordered in product spares daily and therefore demanded consistency and reliability from their

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