Turning Data into Decisions

The challenge

A Trusted Supplier with Growing Digital Demands

JAK Marketing has spent the last three decades supporting the UK veterinary industry with everything from syringes and sharps bins to ECG machines and lighting. As the company’s online channel grew, now accounting for over 80% of all orders, the team knew it needed more than just web traffic reports. They needed real insight into how customers were interacting with their products, what they were searching for, and where they might be hitting a dead end.

The turning point came in January 2024 when online order volumes spiked dramatically. They were already using tools like Google Analytics, but it only told part of the story.

Complexities

Complexity Behind the Clicks 

JAK’s online store supports a very specific type of buyer, often purchasing on behalf of veterinary practices, browsing during clinic hours, or researching higher-value items to get internal sign-off. This means buying journeys don’t always start and end in one visit.
Customers were:

• Using the site as a catalogue or quote builder
• Saving baskets for later or placing orders via email and phone
• Expecting a frictionless experience across both online and offline touchpoints

With so many hybrid journeys, it became harder to connect the dots. Where were customers dropping off? What were they searching for but not finding? And how much revenue was being influenced by the web store, even if not purchased there?

Traditional tools didn’t have the context and felt too complex to dig into without a specialist.

The solution

Making Sense of It All with Sana Commerce Insights

That’s where Sana Commerce Insights (SCI) came in. Designed specifically for B2B e-commerce, SCI gave the team access to clear, real-time data without needing to wade through endless filters or guesswork.

A key trigger for adopting SCI was the planned rollout of a product recommender tool, which required data support from SCI. This, combined with the need to understand ROPO (research online, purchase offline) behavior, made SCI the logical next step.

Instead of just showing what was happening on the site, SCI helped JAK understand why it was happening and how to respond.

With SCI, the team could:

• See search terms that returned no results, helping them spot demand for new or mislabeled products.
• Track offline behavior, such as when customers used the site to build a basket but ordered via email or phone, and for product research (ROPO).
• Spot issues with product content, particularly for higher-value items like ECG machines that needed more detailed descriptions or images.
• Easily segment customers, products, and buying patterns to make faster decisions.

The results

What’s Changed Since Adopting SCI? 

Since using SCI, the JAK team has been able to shift from gut instinct to data-backed decisions, and it’s had a real impact across the business.

Key Results:

• Stronger product strategy
  • The team now actively monitors search behavior to guide merchandising decisions. If a product or brand is being searched for but not converting, they dig into why and fix it.
• Faster, more focused customer support
  • With more orders coming in through the web shop, customer service can focus on handling backorders and support, not repeat phone orders. Response times on email queries have dropped significantly.
• Better product content
  • Complex, higher-value items now feature richer descriptions and improved imagery, based on where customers tend to pause or bounce.
•  Simpler, smarter analytics
  • While the marketing team still uses Google Analytics for campaign tracking, they rely on SCI to understand actual customer behavior and have even started feeding this insight into future campaigns.

The Bigger Picture

For JAK, it’s not just about making the website better, it’s about understanding what their customers actually need, and using that insight to run the business more effectively.

With new integrations on the horizon (including Mailchimp), the team sees SCI playing an even bigger role in how they target customers, personalize campaigns, and plan stock. And as the business continues to grow, they’re confident that their data foundation is strong and built for B2B.