enabled Wasserstrom to share the risk of acquiring new customers. The revenue share model is core to Adlucent’s philosophy, which aligns with ours. The other key difference for Wasserstrom was Adlucent’s willingness to be a strategic partner. We didn’t want our vendor to be a black box,” says Dale. “We wanted to be kept in the loop about what’s going on with our campaigns. We wanted to learn, and to participate. Adlucent was willing to do that.”

Year-over-Year Revenue Jumps 141 PercentThe company is also starting to see sales pick up downthe long tail of its catalog, due in part to Adlucent’s ability to identify profitable “hidden gems” in its product catalog and develop effective campaigns to promote them.

Wasserstrom says that they have partnered with the right firm. As Dale explains, “I have an open line to the Adlucent team. I can call them to ask about highperforming products and keywords, or discuss newproducts. They’re helpful and collaborative. And with adiverse catalog of 160,000 products, it really helps tohave a team of retail paid search experts continuouslyhelping us evaluate what we do.”

Four years later, Adlucent continues to manage search for Wasserstrom, growing revenue year over year.

“Many search agencies fail to provide profitable growth year over year,” said Adlucent CEO Michael Griffin, “but that’s where we excel, and it shows in our roster of long-term clients.”

A Change in StrategyThe Wasserstrom Company is the world’s leadingrestaurant supplier and distributor of foodservicesupplies and equipment, with over 160,000 productsand over $300 million in revenue. The company hashistorically focused on a national commercial businessthat sold to major restaurant chains through a directsales force. In 2008, Wasserstrom revamped itswebsite to launch a new retail business focused onselling to independently owned restaurants, bakeries,caterers, bars and other small businesses. WhileWasserstrom had strong brand recognition amongrestaurant chains, the company faced a challenge inestablishing a brand among smaller businesses.

The Need for a Search PartnerWasserstrom recognized that search marketing wasthe key to acquiring new retail customers and drivingprofitable revenue growth. The challenge was how todo that efficiently. “We lacked the in-house expertiseto drive consistently strong results,” explains DaleEdman, Vice President of eCommerce & OnlineMarketing for Wasserstrom’s E-Commerce Group. Thecompany began searching for a partner to dramaticallyincrease the success of its paid search program.

Wasserstrom Partners with AdlucentWasserstrom evaluated several paid search vendorsand chose Adlucent in 2010. “Two things really stoodout about Adlucent,” explains Dale. “First was Adlucent’s performance-based compensation model, which

C A S E S T U D Y : W A S S E R S T R O M

The World’s Leading Restaurant Supplier Extends Success in Commercial Sales to Retail Sales

REACHING A NEW AUDIENCE

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