The ultimate knowledge acquisition on Amazon
Founded in 1919 and with about 60 million sales each year, Electrolux has been a consistent global leader in manufacturing home appliances. With 52.000+ people across 61 countries, the company turned to FACTOR-A/DEPT® to help train their teams to maximize its Amazon e-commerce channel performance.
The challenge: varying degrees of knowledge
Upon working with FACTOR-A/DEPT®, Electrolux recognised that their internal stakeholders had varying degrees of knowledge about Amazon. Amazon is a fast-evolving and complex world that requires a thorough understanding in order to be leveraged fully. Therefore, building up a consistent knowledge base across the entire company was necessary in order to achieve well-rounded success in every aspect of Amazon.
The solution: a concrete teaching tool
FACTOR-A/DEPT®, as Amazon experts, developed an entirely new way of working with Electrolux to ensure a uniform transfer of knowledge with the most up-to-date information on Amazon and transparent, flawless communication across the board. They worked to offer Electrolux a personalised Vendor Academy that serves as a concrete teaching tool for both current employees as well as for onboarding new employees.
The Electrolux Vendor Academy
To help Electrolux master the main topics, FACTOR-A/DEPT® developed learning materials with personalized topics.
FACTOR-A/DEPT® held 18 live sessions in two time zones and even helped Electrolux to develop an internal learning academy with complimentary promotional materials. All the sessions were recorded, so that every participant has the opportunity to re-watch them at their own convenience.
Minutes of live streams
The Electrolux Vendor Academy consists of a combination of pre-reading materials, learning videos, online sessions and practical workshops on the topics of Content Optimization, Search Advertising and Amazon Performance. Learning incentives are created through the notion of gamification: each topic is addressed at different levels – from basic to advanced to expert. Participants must successfully complete a quiz to advance to the next level. Upon successful completion of all levels, they have the knowledge to achieve performance excellence on Amazon.
The Academy brings all learning material on Amazon Marketing into one place with depth on each topic, yet it is still easy to navigate and understand.
Patrik Bälter, Consumer Conversion Director, Electrolux
Made for years to come
FACTOR-A/DEPT® developed the Amazon Academy tailored to Electrolux, keeping in mind their specific business needs on Amazon. It is a flexibly built tool that Electrolux can continue to leverage for years to come. In addition, the Academy covers fundamentals that will remain relevant over time and can be easily updated as changes in Amazon develop.
The development of the Electrolux Amazon Academy left not only the participants, but also the experts who created it with a new level of Amazon knowledge. The first of its kind, the Amazon Academy became a framework for knowledge transfer both from FACTOR-A/DEPT® to Electrolux, and also internally within Electrolux.
Electrolux’ Amazon Academy is helping us drive organizational learning at scale across our global marketing community, to execute world class marketing on Amazon.
Patrik Bälter, Consumer Conversion Director, Electrolux
What began as an interactive, flexible 6-month program for Electrolux employees around the world soon became a fixture in the company’s internal Learning Management System.
The Academy proved to be an extremely valuable tool for Amazon knowledge transfer and has paved the way for many future brands to obtain the fundamental Amazon knowledge they need for success.
Head of Consulting & Strategy, FACTOR-A/DEPT®
A complex multi-site, multi-lingual migration to Optimizely
Headquartered in Norway and represented in more than 100 countries, Jotun is a global paint manufacturing company that specialises in decorative, marine, protective and powder coatings. The £1.94 billion turnover company operates 38 production facilities and 67 companies across the world. The team turned to DEPT® to advise on CMS selection and migrate all 91 variations of its B2B and B2C websites, including more than 60,000 pages, to a new Optimizely solution.
Scoping the challenge
As a global manufacturer of paint products for both the industrial and home segments, Jotun has distinct B2B and B2C sites with radically different purposes and requirements. The primary purpose of the consumer site is to provide inspiration and stimulate in-store demand, which is done through beautiful imagery, interactivity and design ideas, supported by practical guidance such as product information and how-to guides.
Jotun’s trade site serves as a customer portal where dealers and distributors can log in to access personalised tools, product and technical information to expand their knowledge of Jotun products and accelerate their own business operations. Products, tools and content are dynamically displayed to individual users relevant to their sector, as well as personalised messaging and account information.
The aim of the project was to source a new technology solution and migrate all 91 (and increasing) country and language versions of the B2C and B2B sites within 12 months.
Finding a future ready solution
With wide ranging requirements and defined future plans, Jotun needed to migrate to a truly versatile, future-ready solution. Following a thorough analysis of the company’s current and upcoming requirements, an in-depth platform comparison and proof-of-concept review, Jotun identified Optimizely as the optimal platform to meet their needs.
While the existing B2B and B2C platforms had been built on the SDL Tridion CMS, Optimizely’s DXP (digital experience platform) provided the flexibility and opportunity for Jotun to accelerate its digital capabilities in the future.
As well as providing an improved CMS editor experience, the DXP has strong content and commerce offerings that the team could utilise to lay the foundations for Jotun’s future website improvements. The platform also handles multiple websites and languages with ease, and provides a range of hosting options, including fully managed cloud with Microsoft Azure, to help minimise overhead for the internal IT teams.
Discovery deep dive
Having worked with Jotun since 2016 to build its existing platforms, DEPT® understood the complexity of the business and its goals. DEPT® is also an expert in developing large scale content management solutions, making the team well placed to not only consult Jotun on the optimum CMS choice, but to manage the complex migration.
Although DEPT® was already familiar with Jotun’s digital operations, the discovery phase was essential to fully understand the current landscape, authoring needs, non-functional requirements, and determine the technology architecture and integrations required for the future state.
Through a range of workshops, we conducted a page and component audit to understand and document all templates, features and functions. This helped us to understand where and how often they were used across the sites and informed the new technical specification.
We reviewed SEO to develop a specific migration strategy that would ensure no equity was lost, as well as analytics to understand requirements of the new sites and ensure all tagging specification was integrated ahead of the live date. We also ran sessions with end users so that we could recreate what they liked about the existing set up, and remedy elements that they found frustrating.
Architecting a flexible technical solution
Once the existing landscape and future needs had been fully reviewed within discovery, DEPT®’s technical experts were in a position to architect the optimum solution to meet all security and non-functional requirements. To form the basis of the build, they produced a specification to detail all of the required elements, the approach to each, and the overall technical approach.
The project was somewhat simplified by the fact that we had initially architected both the B2B and B2C solutions in a headless fashion, utilising React.JS for the front end and SDL Tridion for the back end. Having the front and back ends decoupled in this way meant we could proceed with the CMS migration with little work to the React application, integrating Optimizely via an abstracted API layer.
Complex content migration
Through DEPT®’s in-depth approach to discovery, where its content specialists had direct access to the existing CMS, conducted visual reviews, and discussed needs with content editors, the team had a strong grasp of content needs to develop an effective migration plan.
When it came to the main task at hand, content migration, one of the main challenges we identified during the discovery phase was that SDL Tridion is a component based system, allowing editors to build pages from a range of components, whereas Optimizely is a page based solution, where editors can add/amend content on pre-built page templates.
Content migration is already the riskiest phase and the one most likely to cause delay, particularly when handling the page volume that Jotun has; but this added an extra layer of difficulty, as regional sites often had vastly different page layouts for the same page type on the global site, making automation of page migration almost impossible without major error.
Through a series of content audits, our specialists identified more than 35 page templates and +100 components that had been used without standardisation across different market sites. To ensure the effective migration of the 35 templates across all pages, we first implemented a tiering system to identify the highest-lowest value pages, and therefore highest-lowest risk pages, depending on the structural complexity and prominence of the page.
From here, we were able to identify nine page formats that were being used most consistently across the vast majority of the 60,000 pages, where we could run automated scripts to test for any variances in page structure and migrate these lower risk pages. The remaining, higher risk, pages, of which there were around 800, were manually reviewed and migrated by DEPT® and Jotun’s content editors.
DEPT® quickly became embedded in Jotun’s marketing team and experts on its content management. Our specialists delivered more than 20 training sessions to Jotun’s content editors in regional offices across the world, to ensure a smooth transition to the new CMS.
DEPT® is proud of the part it is playing in Jotun’s digital journey. After the successful migration of all 91 sites and 60,000 pages from SDL Tridion to Optimizely, Jotun’s new digital architecture is more efficient and effective for both internal and external users. Greater standardisation across sites adds strength to the brand, and the foundations have been laid to accelerate Jotun’s digital activity in the months and years ahead.
Managing Director UK
The correct spare part in seconds
Jungheinrich AG is a Hamburg-based family business that is characterised by a high degree of innovation, automation and digitalisation. With over 18,000 employees and more than 3.8 billion euros in sales, Jungheinrich AG is one of the world’s leading solution providers for intralogistics. The digitisation of the industry is also presenting Jungheinrich with new challenges, especially in the important area of spare parts sales.
Customers must be able to find the exact products relevant to them out of almost a million. A milestone in this process was not only making the spare parts product portfolio available online, but also to guide customers to the right product.
For this reason, the company commissioned DEPT® to develop a B2B platform for spare parts and integrate it seamlessly into the existing system landscape.
User Experience Highlight: Spare Parts Finder
For the implementation of the platform, it was important to design an entry point to the shop that was geared towards the customer, with a clear focus on the user experience. For this purpose, Jungheinrich introduced and finally implemented a design for the current spare parts finder. Customers can use this spare parts finder to search specifically for relevant spare parts for their equipment, thereby saving time and effort. In addition, extensive automatic systems were developed that regularly remind Jungheinrich customers to order the necessary spare parts for their trucks. Jungheinrich is thus moving away from traditional after-sales distribution channels via call centres or fax towards a future-oriented sales solution.
In addition to the spare parts finder, DEPT® has also developed a comprehensive rights & roles management system. Purchasing lists, budgets and rights of individual customer employees can be managed in their accounts.
Price updates in real time with SAP
The project was implemented by more than twenty employees over a total of seven months. The good cooperation within the individual teams deserves a special mention, which were made up of employees from both DEPT® and Jungheinrich. It was only in this way that the complex integration of the shop solution into Jungheinrich’s system architecture could be guaranteed without errors. By connecting the spare parts shop to SAP, the prices of the spare parts can be accessed in real time and displayed individually for each customer. Several million data records were imported into the spare parts shop to ensure optimal usability of the spare parts finder.
We took a big step towards a modern infrastructure and a customer-centric after-sales business. DEPT® understood what we had envisioned and where we wanted to go right from the beginning.
Roll-out in 40 countries with Microsoft Azure
Since June 2020, Jungheinrich’s new digital infrastructure has been accessible in 40 countries and 26 different languages. As is customary in B2B shops, Jungheinrich first checks the registrations. The connection to Microsoft Azure AD authentication ensures that there has been no unauthorised access to the shop. DEPT® also ensured that the authentication was seamlessly integrated into the Spryker environment.
VP eCommerce Europe
Tim de Kamper
The foundation for a worldwide platform
ERIKS is an international industrial service provider that supplies components for machines and other technical and logistics services. With more than 350 branches, 7,500 employees and activities in 21 countries, ERIKS ensures that products, processes and results improve with their services. This internationally-oriented character emerged the need for an internationally centralised content management system. DEPT® worked with ERIKS in both the implementation and optimisation of Adobe Experience Manager (AEM) and Analytics.
Optimisation of the user journey
Last year, AEM and Analytics were installed to set up an international centralised content management system, which can be used by the various branches across 21 countries. The goal of the new platform is to improve the user journey for prospects as well as new and old customers. One of the most important requirements stemming from ERIKS was the creation of a component library, which realises the reuse of components for the various branches. With local variations in the service and product portfolio, it is important that the CMS system offers flexible organisation and provides all the required functionalities. In addition, the content should be easy to manage.
Lead generation because of CTA’s and Live chat
We realised this by becoming ERIKS’ implementation partner and consequently setting the foundations for a worldwide platform. This includes the integration of IBM Websphere Commerce with AEM. The marketing functionalities in AEM improve the shop experience for existing customers; for new customers and prospects, the focus lays primarily in highlighting services and products and the provision of information around them. We have implemented call-to-actions, a Live Chat functionality, contact forms and an intuitive location finder to improve lead generation via the digital channels.
Currently, the platforms are being rolled out across the different countries and language areas. Because of the knowledge that ERIKS employees obtained after a training from DEPT®, they are more able to control over regional content and automated translations. And because of improved CTAs and an increased customer experience, a higher conversion rate via ERIKS’ digital channels is expected.
Experience the website
Director Transformation & Global head of Adobe Practice & CoE
Anthony van de Veen
A formula to drive change
By setting up DigiB as an innovation hub outside of the parent company, Brenntag is able to optimise the complex digital processes inherent to an international B2B player and remain competitive. DEPT® helped the company transition from a traditional company to a digitally-minded one seamlessly.
Finding the right platforms
As DEPT®, we came on board to facilitate Brenntag with the design and development of new platforms, Brenntag Source and Brenntag Connect. Brenntag Source is an innovative tool that helps to boost the company’s internal efficiency by ensuring that data can be easily shared across the company’s offices in 72 countries. Each branch operates as a standalone business, so Brenntag Source allows them to retain a local presence within each market and enables Brenntag to use its purchasing power more effectively to reduce spend. It’s a relatively simple innovation, but it illustrates perfectly the incredible potential digital transformation offers.
Brenntag Connect, on the other hand, is a customer-facing platform providing consumers with the option to order products digitally with access to individual documentation, historic purchasing data and other self-service components. And since its launch six months ago, Brenntag Connect has received over 1,800 customer registrations and is due to launch in America and Asia in Q1 2020.
Digital transformation is an evolution, not a race
How we did it
Experience the website
Director Business & Innovation
Revolutionising managing multiple global sites
As the world’s largest manufacturer of electrical heating appliances, Glen Dimplex has risen from a small family business to a global leader for domestic appliances and renewable energy solutions. Together, we implemented a centralised design system of lego-like components using Drupal and Acquia Site Factory which enables the company’s 80+ website portfolio to create, update and manage high-quality websites with ease.
Creating new experiences and content at the snap of a finger
As the world’s largest manufacturer of electrical heating appliances, the Irish based company manages and controls a portfolio of over 80 B2B and B2C websites for 20 plus brands across the globe. These include Morphy Richards, Glen Dimplex Electric Heaters, Faber Fires and Walker TVs. Each brand had its own website which varied in style, content and content management system (CMS). This made it difficult to find, manage and govern the websites. Using Drupal and Acquia Site Factory, we developed and delivered a white label set of 3 themes, 10 layouts and 50 components which can be used by each business unit to create and personalise their own microsite. Enabling the brand to quickly craft and deliver meaningful customer experiences across its entire brand portfolio.
A white label set of themes with 50 components used by each business unit
One website to rule them all
Our main challenge was to implement a solution that would work for each of the different brands and future proof the websites as they continued to develop and grow. To kick off this process, we completed a thorough needs assessment. By delving into the website analytics combined with input from the company’s internal digital team and its stakeholders, we discovered that the company’s internal team was struggling to manage and even identify which sites were live. This lack of clarity and governance reflected in the user experience as various platforms offered differing experiences and information.
The solution was to build a single technical framework, a single white-label website composed of multiple themes, layouts and components which could be utilised across Glen Dimplex’s entire brand portfolio, including its e-commerce websites.
Building a foundation that can be easily updated
To make this a reality our development and DevOps team implemented Drupal CMS and Acquia Site Factory. Using the same code base and HTML structure, a single white label product was created which could then be refined, styled and used across different brands and regions. We also enabled the integration with third-party systems such as CommerceTools for the Product Information Management System, MSDynamics for CRM, and BazaarVoice for customer ratings. Meaning, no matter which system or tool a brand was using, they could still use the white label system. Saving them time and additional work.
The fact that the foundation is the same for all websites means that the white label site can be continuously optimised so the websites based on it do not fall out of relevance from a consumer experience point of view. The solution also makes the management and development of websites more efficient and flexible in the future.
With the white-label in place, we started by relaunching the Faber Fire website. This was quickly followed by the implementation of an e-commerce site for the iconic ‘Roberts Radio’ brand. After building a global “.com” platform on Acquia Cloud Site Factory, we were able to refine and deploy a country template per region, which included localised delivery details, pricing and taxing.
Taking it up a notch
Once the white-label system was up and running, we weren’t going to stop there. We implemented features to quickly digitise the company while greatly improving the user experience. For example, we enabled web chat options via bots which guide users through the process of selecting the right product for them based on their answers to a questionnaire. We also integrated a marketing CRM application within the white-label website to enable personalised engagement messages and to ensure that the business is compliant with GDPR. These small features can quickly accelerate Glen Dimplex’s digital presence.
Improving the user experience across 80 brands
Our team was able to lay the foundations to transform and bring unity to 80 different websites by centralising them onto a custom build Drupal platform. The templates allow the company’s digital team to compose different layouts for each site. Different themes can be uploaded and settings changed to dramatically alter the look and feel of the websites while still sharing common underlying HTML and coding structure. By creating and implementing a website design framework, Glen Dimplex has simplified and accelerated how it creates and rolls out digital assets and experiences while ensuring content governance remains consistent across its entire brand portfolio.
Sales Operations Specialist
A B2B site for the industrial automation experts
OMRON Corporation is a world leader in technology designed to solve social issues and improve lives. With global revenue of over $8 billion and 36,000 employees worldwide, OMRON supports a range of industries with advanced technologies and innovative solutions, ranging from automation and electronic components to social infrastructure systems, healthcare, and environmental solutions.
OMRON Automation Americas identified a need to modernize its approach to digital marketing, with a new website being central to its future plans. DEPT® teamed up with OMRON to design and build a brand-new, fully responsive site using an enterprise-grade customer experience platform.
Design & UX discovery
To kick off the project, DEPT® ran a series of discovery workshops at OMRON’s U.S. headquarters in Chicago. The purpose was to get a better understanding of the current user experience and to identify any particular pain points.
The workshops explored OMRON’s business model to help us understand the overall objectives and the ideal ways to measure success. We also discussed the current lead generation processes, pinpointed areas where marketing automation could add efficiency, and decided which of the current components and templates we would prioritise for the new site.
During the discovery phase, we unearthed some common issues that were negatively impacting the customer experience. Hotjar analysis also indicated that the information architecture of the site was impeding users from finding the information they were looking for.
The brand was already strong, so there was no need to reinvent it, but we identified the need to increase brand recognition. DEPT®’s aim was to make the brand more visible and strengthen its identity with the introduction of animations, rich media and ambient videos.
Enhancing search to improve conversion
Improving the customer experience
One of the main issues we discovered during our initial analysis of the site was the management of discontinued products on the site. If a user searched for a discontinued product, the results would come up empty. The results page would then direct the searcher to an area that was only visible to logged-in users. In order to acquire a login, the user would need to request an account, but this would only be approved if the user was listed as an official distributor of the product. This was not an ideal customer experience, and it was preventing potential revenue-generating opportunities.
During the design phase, it was decided to keep discontinued products live. This would mean that these products would still show up on the results page when searched for, and there would be no requirement for the searcher to log in. The discontinued product page informs the user that the product is no longer available and suggests suitable alternative products.
Strategy for success
Global SVP Technology & Engineering
A hyper-targeted product launch
Wavin is a global market leader in water management and drainage systems. In late 2017, they turned to DEPT® to help launch their latest product, Tapwater, in Norway.
Enhancing digital acquisition
The project was highly complex; Wavin operates in a saturated market and its new product was already offered by its main competitors.
The market structure in this industry is tiered, comprising of two mains segments: the wholesalers and the installers. The decision makers are the large buying groups and wholesalers, who have product teams deciding on which products to carry in their portfolio of offerings. The influencers are smaller plumbers who buy their supplies from wholesale buying groups. The challenge was to get both the wholesalers and the installers to switch to Wavin from its main competitors.
Marketing pull and push had to be created – a pull from the influencers’ side, and a push from the decision makers. It was DEPT®’s task to find a way to do so. The goal of the launch was to strengthen Wavin’s position as one-stop-shop versus its key competitors, and to create sales for the new product.
A campaign framework tailored to audience needs
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