How a B2B distribution giant uses smart search to navigate inflation, tariffs, and 10,000+ daily queries
When most people think about the products in their homes – the toilet, the furnace, the lighting – they don’t think about Ferguson. But chances are, if your house was built in the last decade, this B2B distribution powerhouse had a hand in getting those products there.
Ferguson is North America’s largest value-added distributor to professionals in residential and non-residential construction. They’re the behind-the-scenes giant connecting contractors, businesses, and governments with everything from plumbing fixtures to HVAC systems. With tens of thousands of unique searches happening daily, they’ve transformed search into both an art and a science.
Leading that charge is Ryan Finley, Senior Manager of E-commerce, Search and Findability at Ferguson – a search superstar with 17 years in the trenches who’s seen every buzzword come and go, from “big data” to “data lakes” to the current AI boom.
The real-world challenge: When you can’t just “ship it from Amazon”
Here’s something you probably never thought about: You can’t order a water heater on Amazon.
“You can order just about anything on Amazon, but one thing you cannot order is a water heater because you can’t have it shipped from New York to Seattle,” Ryan explains. “That’s just not feasible.”
This reality shapes everything about how Ferguson approaches search. Unlike typical e-commerce, Ferguson’s customers need products that are actually available in their local branch – products they can either pick up or have delivered by Ferguson’s fleet of trucks scattered across the country.
The solution? Ferguson recently implemented regionality code that ensures customers predominantly see products available in their local branches. It’s a perfect example of how B2B distributors must think beyond traditional search paradigms.
“One of the key things that we did recently is we inserted some code around regionality to make sure that customers, when they’re looking for things like water heaters, they predominantly see things that are actually available in their local branch.” — Ryan Finley, Senior Manager of E-commerce, Search and Findability at Ferguson
2025’s biggest search challenge: Proving value in an inflation-sensitive market
When asked about the biggest search trend impacting Ferguson’s business in 2025, Ryan didn’t hesitate: proving value in an inflation-sensitive market.
“Even though inflation may have slowed, it definitely hasn’t stopped,” he notes. “Customers are very price sensitive.”
Ferguson’s contractors and large installation builders need assurance they’re getting value for their investment. This pressure has pushed Ferguson to surface products that help customers navigate economic challenges – like highlighting USA-made alternatives to avoid tariff impacts.
The search strategy? Surface the right products at the right time, helping customers make informed decisions that protect their bottom line while meeting their needs.
The 90-day priority: Analytics over everything
If Ryan had just 90 days and limited resources to improve Ferguson’s search experience, his answer is immediate: analytics.
“There are tens of thousands of unique searches every day, and we just can’t possibly affect all those searches,” Ryan explains. “We use our analytics tools to make sure that we know what are the searches that we can most impact or that will be most beneficial to customers.”
This insight reveals a critical truth about search at scale: It’s not about perfecting every query – it’s about identifying and optimizing the queries that matter most. Analytics become the compass that guides resource allocation and impacts measurement.
Ferguson’s approach demonstrates how B2B distributors must be strategic rather than comprehensive, focusing on high-impact optimizations rather than trying to boil the ocean.
💡 Speaking of analytics: Ryan was particularly excited about Lucidworks’ new Analytics Studio during his demo session. The new platform promises to give merchandisers and non-technical team members the insights they need to make impactful changes – exactly the kind of tool that can turn analytics from a bottleneck into a competitive advantage.
The AI reality check: 17 years of perspective
Ryan brings a refreshingly grounded perspective to the current AI hype. As someone who’s seasoned 17 years of search industry buzzwords – from “big data” to “data lakes” – he’s developed a healthy skepticism.
“Every few years, there have been buzzwords that come in and are supposed to realign the industry in some way… and in my time, that just hasn’t really happened,” he says. “What I need to see is AI that actually helps me do my everyday, day-to-day job within search.”
His requirements for AI in search:
- Solve real-world problems, not just gimmicks
- Provide clear return on investment (ROI)
- Integrate seamlessly into daily workflows
“I don’t need to see gimmicks and gizmos with AI. What I need to see is AI that actually helps me do my everyday, day-to-day job within search.” —Ryan Finley, Senior Manager of E-commerce, Search and Findability at Ferguson
2026 prediction: AI transparency will be table stakes
Looking ahead to 2026, Ryan predicts that transparent AI implementation will become essential for every business.
“You can’t have an AI solution in place and not let customers know that we’re using this new-fangled technology to deliver your search results,” he warns. “If you do things to customers within search without letting them know exactly how they got to that place, it can just breed confusion – or they may think that you’re trying to manipulate them in some way.”
His vision for the future includes:
- Clear communication about AI-powered features
- Customer choice in AI engagement
- Transparent search result delivery
- Options to revert to traditional search when preferred
The Ferguson formula: What B2B distributors can learn
Ryan’s approach at Ferguson reveals several key principles that B2B distributors can apply:
1. Localization Is Critical: Physical constraints matter in B2B distribution. Your search must account for inventory location, delivery capabilities, and regional availability.
2. Analytics Drive Strategy: With limited resources and unlimited queries, analytics become your secret superpower for identifying high-impact optimization opportunities.
3. Value Communication Is Essential: In price-sensitive markets, search must help customers understand value propositions, not just product features.
4. Transparency Builds Trust: Whether implementing AI or any other technology, clear communication about how customers reach their results prevents confusion and maintains trust.
5. Experience Trumps Hype: Real-world problem-solving beats flashy features every time. Focus on solutions that improve daily workflows rather than impressive demos.
Why this matters for your business
Ferguson’s story isn’t just about one company’s search success. It’s a blueprint for how B2B distributors can turn search into a competitive advantage. With tens of thousands of daily queries and complex inventory challenges, Ferguson demonstrates that smart search strategy can navigate economic uncertainty, operational complexity, and customer expectations simultaneously.
Whether you’re dealing with regional inventory constraints, price-sensitive customers, or the pressure to prove value in challenging economic times, Ferguson’s approach offers practical insights for turning enterprise search into your superpower.
Ready to transform your B2B search experience? Explore how Lucidworks can help with our B2B solutions, Commerce platform, and Analytics Studio. Or learn more about navigating economic challenges in our tariff impact blog.
About Ryan Finley: Senior Manager of E-commerce, Search and Findability at Ferguson Enterprises, with 17 years of experience in enterprise search. Ryan leads search strategy for North America’s largest value-added distributor to construction professionals.
About Ferguson: North America’s largest value-added distributor of plumbing, HVAC, lighting, and appliances to professionals in residential and non-residential construction. Ferguson serves contractors, businesses, and governments through a nationwide network of locations.