Gesswein Case Study


Gesswein continues to see improvements year over year as they partner with Brilliance to implement ongoing improvements and innovations to their site.  This has resulted in:

  • An increase to 95% same day fulfillment
  • 100% YOY sales increase in the first year
  • AOV up 300% in the first 18 months
  • Organic search traffic is up 35%
  • Mobile traffic has increased by 79%
  • Revenue from mobile traffic has increased by 97%

Brilliance: Like a Member of Our Team
Gesswein: Who We Are
Brilliance Goes the Extra Mile


The Paul H. Gesswein Company services the global manufacturing community with over 17,000 machines, tools, equipment and supplies.  With an extremely diverse set of products and hundreds of thousands of customers, Gesswein faced the challenge of delivering the same quality service online as they provide through their customer service team.

Their website was on an older version of AspDotNetStorefront that included significant customizations and was not mobile friendly.  The Gesswein team knew they needed to:

  • Upgrade to a current version
  • provide customer specific pricing per product
  • be mobile friendly
  • allow marketing to easily add/update content
  • real-time inventory
  • offer credit card wallets


Gesswein’s business system (A+) already contained the needed customer pricing rules as well as credit card wallets through A+’s built in gateway, Cenpos.  Rather than rewrite the logic into the website platform, Gesswein sought out a vendor that could help them integrate with their ERP.

The Gesswein team worked with Brilliance to develop:

  • a responsive skin on AspDotNetStoreFront 9.5
  • faceted navigation on category and search pages to help customers narrow their results
  • integration with A+ to deliver pricing & inventory per product/per customer for hundreds of thousands of product variants
  • secure payment integration with Cenpos to provide customers with the same credit card wallets online as they use for offline orders