CASE STUDY
Testing supply distribution for food and beverage labs
Hamilton, New Jersey
• 4-year salesperson.com client
• Migrated 60-year-old Daigger Scientific brand into Weber Scientific
350%
ROI on salesperson.com partnership
20%
Online sales growth, first 2 years post-consolidation
30%
Site traffic increase vs pre-consolidation baseline
Results sustained over 4 years of partnership.
Brand migration done right
60 years of brand equity migrated to a more profitable platform, then supercharged.
Ongoing partnership through brand migration and beyond.
• CEO
• Marketing Director
• Director of Strategy
• Design Director
• Editorial Director
• Front End Web Developer
• Back End Web Developer
• Senior Graphic Designer
• Data Support Analyst
• Project Coordinator
Online sales grew from 40% of Weber's total revenue to 60%, without cutting into the offline channel Weber's direct sales team serves.
The Challenge
Weber Scientific sells testing supplies to food and beverage labs. Beer, wine, spirits, dairy, packaged food, the QC programs that keep all of it safe and on spec. The company is part of IEH Laboratories and Consulting Group, which also owned Daigger Scientific. Daigger had 60 years of brand equity in the broader scientific supply category, but sales were dwindling. IEH wanted to consolidate Daigger's strengths into Weber.
A bad brand migration loses search rankings, confuses long-time buyers, and erodes the category authority both brands had spent years building. In a price-driven industry, where the spread between competitors on the same product is often a few percent, even a small loss of online visibility means a meaningful loss of revenue. The migration had to preserve what Daigger had built while accelerating what Weber was already doing.
The growth had to come from three places. Google search, where most food lab managers still start. Large language models like ChatGPT, where QC teams increasingly do product research before they ever click through to a website. And paid Google Shopping campaigns tuned to surface buyers who are ready to order while filtering out the prospects who aren't. None of that gets handled by a generic SEO retainer or a generalist marketing agency.
The OUTCOME
350%
Return on Weber's investment in the salesperson.com partnership.
20%
Online sales growth in the two years following brand consolidation.
30%
Site traffic increase against pre-consolidation baselines.
Brand migrations usually lose something. Search rankings dip. Long-time customers get confused. The category authority that took decades to build leaks out during the transition. Daigger Scientific had 60 years of that equity, and the plan was to move all of it to Weber Scientific without leaving any behind.
That part worked. The growth that followed was the second part. Online sales rose 20% in the two years after consolidation. Site traffic climbed 30% against pre-consolidation baselines. Ecommerce went from 40% of total company revenue to 60%, and the offline channel that Weber's direct sales team serves didn't shrink to make room for it. The 350% ROI on the partnership reflects all of it.
Three things drove the lift. Search visibility for the keywords food lab managers and QC teams actually use when sourcing supplies. Presence in the large language models where those same buyers now do product research before they ever land on a category page. And a Google Shopping program that puts Weber's pricing in front of food and beverage buyers who are ready to order, while screening out the prospects who aren't. Weber's prices were already competitive in a price-driven category. The growth came from getting those prices in front of the right people at the right moment.
IN THEIR WORDS
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