The challenge

Haas Automation is one of the world's leading CNC machine tool manufacturers. Haas Tooling extends that business into CNC tooling, accessories and consumables through its e-commerce platform.

The business was growing quickly, but its existing technology was becoming a constraint.

The tooling store was connected to Haas's primary content platform and an older on-premise commerce environment. The experience was slow, particularly on mobile, product search made it difficult for customers to find what they needed, and the site's structure limited organic search performance.

Haas needed an e-commerce platform built specifically for retail: faster for customers, easier to discover through search and flexible enough to support continued growth across the US and Europe.

Building for speed and scale

Cyber64 worked with Haas to rebuild the ecommerce experience end to end.

Commerce moved to SAP Commerce Cloud, with AEM supporting content, Alokai powering the frontend and SAP BTP connecting the platform with SAP ERP. Algolia improved product search and discovery, while the new architecture created a cleaner separation between content and commerce.

The new platform also introduced stronger testing and delivery processes, improved localization and gave the Haas team a foundation for releasing new functionality faster.

The impact

The difference was immediate.

Page-load performance improved by nearly 20×, creating a significantly faster experience across desktop and mobile.

The new site structure and improved performance also transformed organic discoverability. According to Haas, the site moved from averaging around page three in Google search results to page one.

Conversion rates increased alongside growing traffic, while the value generated by each website visit increased by approximately 25%.

Most importantly, the technology stopped being a constraint on the business. Haas Tooling could release improvements faster, work with cleaner and more actionable data and continue scaling a business that was already growing at double-digit rates.

"The smoothest execution with the least drama that I've seen."

— Bob Biles, Director of Ecommerce at Haas

After almost three decades of launching and relaunching e-commerce experiences, Bob Biles, Director of E-commerce at Haas, highlighted Cyber64's understanding of the Haas business, the care put into the solution and the team's ability to scale with the needs of the project.