Tanner Bolt

For Tanner, product information is essential to the buying decision. Customers need access to detailed specifications, installation guidance, safety documentation, and certifications to ensure they are choosing the right tools and materials for the job.

Before scaling with Akeneo, managing that level of complexity across a catalog of more than 30,000 SKUs and hundreds of vendors was a major challenge. Product data, documents, imagery, and attributes had to be imported, organized, normalized, and optimized at scale. Without a centralized Product Information Management (PIM) solution, maintaining a frictionless digital experience would have been difficult and time-consuming.

The stakes became even higher when Tanner replatformed its web store to Adobe Commerce (Magento). The business needed a flexible, reliable foundation that could support tens of thousands of products, dozens of attributes per SKU, and the rich media required to tell a complete product story. 

Just as importantly, they needed a way to present highly technical information in a format that felt clear, compelling, and brand-building rather than dry or overwhelming.

Today, Tanner uses Akeneo as the central hub for product data, imagery, specification documents, and safety certifications. This gives the team one place to manage the small but critical details that shape purchase confidence in the construction and fasteners industry. Instead of treating product data as a back-office requirement, Tanner uses Akeneo to elevate it into a customer-facing asset.

In a category where product information can easily feel dense or overly technical, Tanner uses Akeneo to balance precision with clarity. Its content marketing team builds on themes like trust, safety, expertise, and passion, while still delivering the exact technical specifications and installation instructions purchasing managers and installers need. The result is a product experience that informs, reassures, and differentiates the brand.

The Result: Faster Launches, Better Buying Confidence, & Stronger Digital Experiences

With Akeneo in place, Tanner dramatically reduced the time required to bring new product lines live on its website. That improvement in time-to-market gives the business a significant competitive edge as a distributor, especially when onboarding new vendors and merchandising large volumes of products.

The business also saw improvements in eCommerce performance. By organizing and presenting product data more effectively on the product detail page (PDP), Tanner helps customers confidently choose the right product the first time. Richer, more digestible technical information supports stronger conversion rates while also reducing returns and RMAs.

Internally, Akeneo has helped Tanner shift effort away from manual data entry and toward higher-value work. The team can spend more time improving digital marketing and the overall user experience, while customer support benefits from having better-organized vendor data visible on the site. That visibility reduces inbound questions across email, phone, and live chat, creating a better experience for both customers and internal teams.

Congratulations to Tanner for winning the 2026 Product Storyteller Award!