TLDR: UK tools and building materials supplier Toolstation has partnered with Google Cloud to implement Vertex AI Search for Commerce, powered by Gemini models. This strategic move has significantly enhanced their online product discovery, leading to a 5.5% increase in search-based revenue, a 10% rise in click-through rates, and a remarkable 95% reduction in failed searches. The AI-driven solution is also improving customer experience and fostering greater loyalty.
LONDON, July 9, 2025 – Toolstation, a leading UK supplier of tools and building materials, has announced a transformative partnership with Google Cloud, leveraging its Vertex AI Search for Commerce, supported by advanced Gemini models. This collaboration aims to revolutionize Toolstation’s digital commerce experience, addressing long-standing challenges in product discovery and customer interaction.
With a substantial portion of its business conducted through its website and app, Toolstation identified a critical need to refine its product search capabilities. The company frequently encountered difficulties in interpreting the nuanced, trade-specific slang and synonyms used by its professional and DIY customers. This often resulted in irrelevant search outcomes and necessitated extensive manual workarounds, hindering the customer journey.
Rob Contreras, Head of Innovation at Toolstation, emphasized the strategic importance of this collaboration. “To be the best partner for our trade customers, our digital storefront needs to be as knowledgeable as our most experienced in-store colleagues,” Contreras stated. “Collaborating with Google Cloud has been about more than just implementing new technology; it’s also been strategic to fundamentally understand customer intent. Vertex AI Search for Commerce allows us to deliver a truly intelligent experience that not only drives significant commercial results but also builds deeper trust and loyalty with our customers.”
The impact of the AI-powered solution has been immediate and substantial. Toolstation has reported a significant 5.5% increase in search-based revenue and a 10% uplift in click-through rates. One of the most striking improvements is a 95% reduction in failed searches, with queries yielding no results plummeting to a mere 0.1%. This dramatic improvement directly enhances the customer journey and has contributed to a 2% increase in returning customers, signaling stronger loyalty.
Google Cloud highlighted the advanced capabilities of the platform. A spokesperson noted, “The platform is not just matching keywords; it is also understanding intent at a deep level. This translates directly into better customer journeys, increased loyalty, and tangible business growth. We are thrilled to collaborate with Toolstation to help them build the future of retail.”
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Beyond its core e-commerce platform, Toolstation is expanding the integration of Google Cloud’s AI offerings across its broader operations. The Vertex AI Search for Commerce has been integrated into the company’s customer contact center and in-store tills, streamlining operations and enhancing customer service across multiple touchpoints. Furthermore, Toolstation has migrated its entire product discovery suite, encompassing browse, recommendations, and personalization features, to the new platform, solidifying its commitment to an AI-first approach in customer engagement.
