Bissell

From click to clean: Building a digital flagship experience

Transcript

In a well loved home. Messes aren’t just messes. They’re the remnants of a pillow castle or the muddy leftovers of a rainy dog walk. To resonate with audiences more effectively, Bissell needed to redefine every aspect of their digital ecosystem. Through our partnership, we elevated Bissell’s customer experience by placing their customers at the forefront of everything from creative to content and commerce. To create an intuitive guided shopping experience. We improved navigation, reworked the information hierarchy, and added interactive 3D models to bring the products to life. We also gave special attention to Bissell storytelling capabilities by creating dynamic content for use across the entire digital ecosystem. With a 10 day, five location photo and video shoot, the guided shopping experience and improved content made the customer journey more intuitive and engaging. From first click to checkout, we focused on building a new and improved commerce platform. Working in collaboration with advertising agency Godfrey Dadig. Our team translated Bissell’s updated brand identity into a digital flagship store. Working together, we integrated Bissell’s commitment to pet parents and their furry friends throughout the entire digital journey. The best part, their promise. Every purchase saves pets. Finally, with a series of smart social campaigns, new email flows, and a comprehensive Amazon strategy, we drove renewed website traffic and brand awareness. Our work took the Bissell brand and delivered a digital flagship store that captures the essence of their products. Scientifically engineered pet, parent approved.

(  Services  )

  • AI Transformation
  • Brand & Media
  • Commerce
  • Customer Experience
  • Tech & Data

When BISSELL, a household name in floor care, set out to revolutionize its digital presence, it needed a partner who could bring bold ideas and flawless execution to the table.

To future-proof the brand’s position as a leader in the increasingly competitive home care and cleaning products space, DEPT® knew BISSELL’s digital store and direct-to-consumer offerings had to be as advanced and sleek as the products it sells. 

Through a multipronged partnership spanning creative, content, and commerce, DEPT® created a best-in-class digital ecosystem that not only streamlined the path to purchase but also redefined how BISSELL connects with its customers. The result is a multichannel flagship experience that elevates the BISSELL brand and provides customers more value across every touchpoint.

Bissell Billboard

The strategy for transformation

Grounded in data and designed for impact, DEPT® and BISSELL’s strategy put customer experience and brand identity at the forefront. Our approach focused on three key pillars: enhancing the user experience, driving growth through digital excellence, and building a scalable, future-ready foundation.

Putting the customer first

The cornerstone of the strategy was to create an intuitive, engaging online platform tailored to customer needs. By mapping the user journey, we identified pain points and opportunities to inform what a seamless shopping experience would look like across off- and online channels. 

Driving growth through data and design

With a focus on aligning design with data insights, we needed to build a platform that reflected BISSELL’s updated brand identity and resonated with its target audience. From high-quality photography and 3D animations to SEO-optimized copy, every element would be crafted to engage users and drive conversions. 

Building for the future

Recognizing the importance of flexibility and scalability, DEPT® sought to modernize BISSELL’s tech stack with a headless commerce architecture powered by Salesforce. 

A digital flagship, redefined

DEPT® collaborated with Godfrey Dadich to translate BISSELL’s updated brand identity into a sleek and modern digital design. By enhancing navigation and reworking the information hierarchy, the team made the customer journey intuitive and engaging from the first click to checkout. The new platform includes features like a product finder tool to simplify the decision-making process and interactive content to bring BISSELL’s products—and their value—to life.

To ensure a cohesive omnichannel experience for customers, we also revamped BISSELL’s approach to email with redesigned email templates that align with the new BISSELL.com. By integrating them with the updated website and broader digital ecosystem, BISSELL’s enhanced brand identity remained consistent across its owned channels. 

Storytelling that sells

DEPT® took a strategic approach to BISSELL’s content to ensure all of the visuals and copy across the site were consistent with the brand, showcased its values, and resonated with its audience. This included both a tactical component—migrating hundreds of pages of content into BISSELL’s new CMS, Contentstack—and creative services.  

By establishing a consistent tone of voice and defining clear content pillars, we helped BISSELL create a framework for making sure all written content meets brand standards and identity. We also bolstered BISSELL’s storytelling capabilities by providing them with visuals to use across the digital ecosystem. In addition to orchestrating a 10-day, five-location photo and video shoot, we developed interactive 3D models to spotlight hero products, highlighting their standout features in an engaging and informative format.

Scaling copywriting with AI

DEPT® combined AI technology with human expertise to optimize over 560 pages of BISSELL’s digital content. This hybrid approach resulted in engaging, user-centric copy for 24 category landing pages (CLPs), 59 product listing pages (PLPs), and 373 product pages. By blending AI efficiency with human creativity we ensured all content was SEO-optimized and true to BISSELL’s brand voice. This scalable process allowed for rapid delivery of high-quality, conversion-focused copy, refined by human editors to ensure clarity, tone, and consistency.

Proving prowess with pets

BISSELL’s dedication to effective pet-specific cleaning solutions has made it a favorite among pet owners. We worked to integrate BISSELL’s animal love and expertise across the digital journey.

Our “Spick and Span” influencer campaign connected with pet parents through creators aligned with BISSELL’s values, driving 15.5M+ organic impressions. Influencer content amplified BISSELL’s “Pet Proven™” messaging, boosting awareness, traffic, and trust, achieving an impressive 7.09% ROI in its pilot rollout.

We also supported the launch of BISSELL’s industry-first Pet Proven™ certification program, simplifying shopping for pet owners. DEPT® ensured Pet Proven™ badges are prominently featured on BISSELL’s updated website, helping customers find high-performing, pet-friendly products with ease.

Results that shine

The success of BISSELL’s digital transformation is rooted in a truly collaborative process. From day one, DEPT® and BISSELL worked hand-in-hand, holding regular workshops, stakeholder interviews, and feedback sessions to ensure every decision aligned with BISSELL’s vision and goals. This close partnership allowed for seamless integration of strategy, design, and execution, ensuring no detail was overlooked.

Together, we redefined BISSELL’s e-commerce experience, creating a platform that is both intuitive and visually stunning. The revamped site now offers a streamlined customer journey, engaging content, and interactive product features that showcase BISSELL’s innovative solutions. 

Next project

Shutterfly

A data warehouse reboot for the leader in printing

View Work