Global manufacturing leader transforms customer experience with Sitecore

Headquartered in Milwaukee, Wisconsin, Brady Corporation has been manufacturing and marketing a vast array of safety, identification, and software products since 1914. With a broad market reach, Brady serves a diverse customer base across industries such as electronics, telecommunications, manufacturing, electrical, construction, medical, and aerospace. As customer expectations evolve and competition intensifies, Brady recognized the opportunity to enhance its already strong ecommerce platform with a more modern, flexible, and innovative approach. With nearly 6,000 employees operating in many countries worldwide, Brady is focused on implementing scalable solutions that not only meet the demands of today, but also position the company to effectively reach and engage new audiences in the future.

Brady has built a new ecommerce platform powered by a Sitecore digital experience platform incorporating Sitecore OrderCloud, Sitecore Personalize, Sitecore Discover, and Sitecore Experience Manager. Working with Sitecore and its business partner Americaneagle.com, Brady has implemented a centralized DXP that integrates with the company’s SAP ERP system.

Underscoring Brady’s composable and headless approach to technology architecture, Sitecore OrderCloud's API-first approach helps Brady build custom extensions and integrations with enterprise and third-party systems and scale new content and experiences to meet global demands. Separating business logic from the front end enhances flexibility to create optimized user interfaces, and scalability that enables the use of ecommerce functionality through other front-end channels, as well as team productivity. Additionally, using Sitecore OrderCloud to streamline product data structure has modularized Brady’s ecommerce platform for better performance and customer experience.

By centralizing ecommerce operations, simplifying order management, and eliminating the need for multiple application instances, Brady has greatly improved productivity and operational efficiency. Additionally, this transformation is driving a notable increase in both new and existing customers. A key advantage of the cloud-based Sitecore solution is reducing the time spent on application maintenance and updates. With some of these tasks handled automatically, Brady can now dedicate their efforts to delivering high-quality content and exceptional customer experiences, rather than focusing on IT operations and application support. This strategic shift has empowered Brady to elevate its digital presence and reinforce its position as a global leader.