CUSTOMER SUCCESS STORY: BROCE Manufacturing

Accelerating Digital Commerce Growth with Equip360

CLIENT OVERVIEW

Company: Broce Manufacturing

Industry: Industrial Equipment Manufacturing

Sales Model: Dealer network with direct digital commerce capabilities

Customer Base: Dealers, contractors, and end users

Platform: Equip360 eCommerce & Configurator

THE OPPORTUNITY

Turning Digital Commerce Into a Growth Engine

DRIVING REVENUE

Broce Manufacturing recognized early that digital commerce could play a much larger role in how they engaged customers and drove revenue. Their leadership saw an opportunity to expand accessibility, improve the buying experience, and fully leverage digital as a growth channel.

Rather than treating eCommerce as a static tool, Broce Manufacturing committed to evolving it into a dynamic, actively managed platform—one that could support both traditional parts sales and new product expansion.

KEY GROWTH INITIATIVES

Broce Manufacturing's success wasn’t driven by a single change, but by a series of intentional, strategic enhancements:

Opening the site to guest users
Reduced friction in the buying process and expanded access to new customers
Launching a new product line with configurator capabilities
Leveraged the Equip360 Configurator to enable quote and purchase workflows for more complex products
Expanding product offerings
Introduced additional items, such as branded merchandise, to broaden engagement
Enhancing product data and navigation
Invested in product detail pages, attributes, categorization, and filtering to improve discoverability
Dedicated internal ownership
Assigned team members to actively manage the platform, adopt new features, and monitor performance
Leveraging promotions and coupons
Implemented targeted campaigns to drive conversions and repeat purchases

RESULTS & IMPACT

Significant, Meaurable Growth

Broce Manufacturing’s commitment to continuous improvement delivered significant, measurable growth across key performance indicators:

These results reflect not just increased activity, but higher-quality transactions and stronger customer engagement across the platform.

CUSTOMER PERSPECTIVE

“Equip360 has allowed us to continuously evolve how we engage with our customers online. By opening up access, expanding our product offerings, and really investing in the experience, we’ve turned our eCommerce platform into a meaningful growth driver for the business. The ability to adapt, use data, and take advantage of new features has made a significant impact.”

– Peter Vance, Broce Manufacturing

DRIVING FACTORS

What Drove This Immense Success for Broce Manufacturing?

DIGITAL TRANSFORMATION

Several key factors played a critical role in Broce Manufacturing’s digital transformation:

Lowering barriers to entry brought more users into the funnel
Expanding into configurable products unlocked new revenue streams
Investing in product data quality improved searchability and conversion
Actively managing the platform ensured continuous optimization
Using promotions strategically created momentum and repeat engagement

KEY TAKEAWAYS

Digital Commerce Leadership

SUCCESS LESSONS

For organizations considering a similar move into digital commerce, Broce Manufacturing’s success highlights several important lessons:

Make it easy to buy: Reducing friction (like enabling guest checkout) can significantly expand your audience
Don’t limit eCommerce to parts: Configurable equipment and new product lines can drive substantial growth
Invest in product data: Strong categorization, attributes, and search directly impact conversion rates
Own your platform: Dedicated internal resources are critical to sustaining momentum
Use data and promotions: Analytics and targeted campaigns help turn traffic into revenue
Think continuous improvement: Digital commerce success is driven by iteration, not a one-time launch

CONCLUSION

Equip360 Can Deliver Transformational Growth

LONG-TERM VALUE

Broce Manufacturing’s journey with Equip360 demonstrates how a focused, proactive approach to digital commerce can deliver transformational growth. By expanding access, investing in user experience, and actively managing their platform, they turned eCommerce into a powerful revenue driver.

Their success underscores a broader truth: organizations that treat digital commerce as a strategic, evolving capability, rather than a static tool, are best positioned to capture long-term value.