Can AI solve the product expansion paradox? B&Q & FoundIt! just proved that it can.
B&Q and FoundIt have won the RTIH AI Innovation Award for transforming how customers navigate a 2-million product range. The result: 72% conversion rate improvement and 112% revenue per user increase.
The judges commended the initiative for its demonstrable results, visible change, and demonstrating proof that AI can move beyond hype to solve genuine ecommerce challenges at enterprise scale.
Download the full case study here, or read on to learn more.
The challenge of growth
Range expansion created an unexpected problem. As B&Q grew their catalog through marketplace partnerships and direct range extensions, more choice meant overwhelming navigation, broken search, and frustrated customers. Sales grew while conversion rates declined. A paradox hiding a seven-figure problem.
The challenge is universal: how do you expand your product offering without breaking the customer experience?
A Different Approach
Rather than manually managing existing and confusing navigation, B&Q deployed AI that understands customer intent and dynamically creates relevant paths to what they shoppers want to find.
The platform analyzes millions of behavioral signals to match shopping missions with dynamically curated navigation to the right products, scaling across hundreds of 000’s of pages and 2 millions products.
This award celebrates AI projects that we are delivering real, measurable results. FoundIt's intent-led navigation is now live across our websites, helping customers find what they need faster and improving product discovery and conversion.
Why It Matters
This win proves three things retail leaders need to know:
Comprehensive deployment wins. Partial AI implementations deliver partial results. B&Q transformed every customer touchpoint.
Intent beats structure. Understanding how customers want to shop matters more than catalog organization.
Scale becomes advantage. With the right AI, both marketplace and direct range expansion strengthen rather than weaken customer experience.
The Bottom Line
B&Q can now grow their product offering confidently through both 3rd party marketplace partners and direct sourcing, knowing AI maintains discovery effectiveness at any scale.
That’s not incremental improvement. That’s a fundamental capability shift.
