WD-40 Co., a global leader in maintenance and cleaning products, has identified ecommerce growth as one of four “must-win” battles as it seeks to expand sales worldwide. The company reported that for its fiscal third quarter ended May 31, ecommerce sales surged more than 35% year over year, compared to total net sales growth of 15% to $141.7 million.

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Steve Brass, president and CEO of WD-40 Co., said on a Q3 earnings call, according to a transcript from Seeking Alpha, that the company’s ecommerce strategy is about more than just driving up quarterly sales. “It’s also about driving awareness of our brands and teaching our end users how to use them,” he said.

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The other three “must-win” battles identified by Brass are expanding sales globally, selling more premium products, and developing more sales of its high-end WD-40 Specialist brand. WD-40’s products are often used to lubricate, de-grease, clean and extend the life of mechanical metal products used in factories and other business locations as well as homes.

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To support its overall growth, WD-40 recently launched its first global online marketplace campaign that puts 30-plus markets under one message: “Repair, Don’t Replace.” The company has said its sharpest growth is via ecommerce sales through such business-to-business ecommerce sites as Grainger.com, MSCDirect.com, GlobalIndustrial.com, Fastenal.com and MotionIndustries.com and such online retailers as Amazon, Ace Hardware and Aubuchon Hardware.

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“Our global digital ambition is to engage with end-users at scale, becoming the global leader in our category on the digital platforms they use, making it easy to access, learn about, and purchase our brands online” — and “creating positive lasting memories online,” the company said in a statement.

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Sources: https://www.digitalcommerce360.com/2023/07/12/wd-40-co-digital-commerce-is-a-must-win-battle/