B-to-B Search: Panel Divulges Unique Search Challenges for B-to-B Catalogers

We discussed the $6.8 billion CDW’s search program of more than 100,000 active search ads and the “long tail” of search terms, noting that the 100,000 active ads are the “survivors” after testing more than 500,000. Vargo noted that given CDW’s rapidly changing product catalog — 30 percent of the company’s SKUs change on each quarterly merchandise cycle — term creation and testing is an ongoing process.