The search engine as a competitive advantage: how TRES Grifería transformed its B2B digital channel

When we think of search engines, we often picture a simple bar at the top of an online store. However, for B2B companies with complex catalogs and multiple customer types, the search engine can be the difference between losing or closing a sale. TRES Grifería understands this perfectly—they’ve completely redesigned their digital channel with a solution tailored to their needs.

In this session of LogiCommerce Connect, Lluís Campderrós, Marketing Director at TRES Grifería, and Juan Monedero, Head of Sales at Kimera, explained how they worked together with LogiCommerce and the agency Trilogi to implement a truly intelligent search engine that understands both their customers and their products.

A challenging B2B context: currencies, users, and thousands of references

TRES Grifería is a 100% B2B company, present in over 80 countries, selling exclusively through distributors, showrooms, resellers, hardware stores, and large plumbing wholesalers.

• They operate with 4 currencies and 8 languages on their website.
• They manage 35,000 SKUs, including products and spare parts.
• They serve more than 12,000 customers and between 35,000 and 40,000 end users, each with personalized pricing.

Four key features that make the difference

TRES has integrated Kimera’s search engine directly with LogiCommerce to solve four critical use cases that have dramatically improved their customer experience:

Automatic customer type recognition

Thanks to Kimera’s automated personalization, each user sees their own price list and catalog without the need to manage multiple feeds.

This has saved a tremendous amount of time and maintenance, eliminating manual synchronization and cache issues.

Reference-based search + similar products in stock

In B2B, customers often search using product references. If a reference is out of stock, the search engine suggests similar available products, preventing lost sales.

Custom filters based on technical attributes (custom tags)

Many technical specs don’t appear in product descriptions but come directly from ERP or engineering systems. TRES has turned this data into navigable filters, such as finishes (gold, matte gold, rose gold), certifications, aerator type, eccentric fittings, and more.

This supports both professionals who need certified products and installers looking for a very specific feature without knowing the exact product name.

Natural language search and visual interpretation

Kimera uses AI to understand natural language queries and visual concepts. Even if a product doesn’t include “gold color” in its description, Kimera can recognize and return 24k gold-plated faucets by analyzing images.

Tangible competitive advantages

Lluis highlighted two key factors that have turned the search engine into a strategic asset:

• Higher user retention: A more natural search experience for both professionals and non-technical users reduces bounce rates and improves conversion.
• Visual and semantic interpretation: The AI completes tags, descriptions, and filters based on images—something impossible to achieve with ERP data alone.

What’s next?

Some features, like custom filters and similar product suggestions, are already live on TRES’s website. Others, such as integrated promotional campaigns and more advanced conversational search, are currently in testing or pre-production, but they promise to further transform how the search engine creates value in the B2B space.

Conclusion

The search engine is no longer a passive tool. For a B2B company like TRES Grifería—with multiple pricing models, thousands of products, and a diverse customer base—it has become an active channel for sales, customer loyalty, and brand differentiation.

And they’ve achieved this through a smart combination of technology (Kimera), intelligent integration (LogiCommerce), and a clear strategic vision.