Toolstation taps Vertex AI Search for Commerce to cut failed searches, increase CTRs and enhance CX

Google Cloud is partnering with Toolstation, a UK supplier of tools and building materials, to enhance its digital commerce experience with artificial intelligence.

By implementing Google Cloud's Vertex AI Search for Commerce, supported by Gemini models, Toolstation says it is better able to understand and serve its trade and DIY customers, a move that has driven a 5.5% increase in search-based revenue and a 10% lift in click-through rates. 

With a large portion of its business driven through its website and app, Toolstation recognised an opportunity to create a best-in-class product discovery journey. The company sought to solve a core challenge in its industry: interpreting the complex, trade specific slang and synonyms its customers use to find products - terms which often led to irrelevant results and required thousands of manual workarounds.

"To be the best partner for our trade customers, our digital storefront needs to be as knowledgeable as our most experienced in-store colleagues," says Rob Contreras, Head of Innovation at Toolstation.

"Collaborating with Google Cloud has been about more than just implementing new technology; it’s also been strategic to fundamentally understand customer intent. Vertex AI Search for Commerce allows us to deliver a truly intelligent experience that not only drives significant commercial results but also builds deeper trust and loyalty with our customers."

The platform’s capabilities led to a 95% reduction in failed searches, with queries yielding no results dropping to just 0.1%. This directly improved the customer journey and contributed to a 2% increase in returning customers, signaling stronger loyalty.

"The success of modern retail is built on the ability to understand and instantly respond to a customer's needs, and Vertex AI Search for Commerce, built with our Gemini models, is designed to do just that," says Maureen Costello, Vice President, UKI and SSA, Google Cloud.

“Toolstation’s challenge of deciphering specialised customer language is a perfect example. The platform is not just matching keywords; it is also understanding intent at a deep level. This translates directly into better customer journeys, increased loyalty, and tangible business growth. We are thrilled to collaborate with Toolstation to help them build the future of retail."

Toolstation is extending Google Cloud’s AI offerings across its business. The company has integrated Vertex AI Search for Commerce into its customer contact centre and in-store tills and has migrated its entire product discovery suite, including browse, recommendations, and personalisation features, to the platform.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.