A new B2B site for the industrial automation experts

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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.

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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.

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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

Improved usability


Future proof strategy


paul thomas hero e1627476371152

Client Development Director

Paul Thomas

Johnson Matthey

A site rebuild for the leaders in eco tech

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With a revenue in excess of £14.2 billion, Johnson Matthey (JM) is a global leader in sustainable technologies. JM has been a leader in its field for over 200 years, applying unrivalled scientific expertise to enable cleaner air, improved health, and the more efficient use of our planet’s natural resources.

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Digital transformation

JM’s focus has always been to work closely with its customers and develop tailored solutions for them. As traffic to its website organically increased over the years, JM realised a need to futurise its digital presence. Dept was chosen by JM to assist with digital transformation, starting with a rebuild of the website. Dept was tasked with the design and build of a new, visually engaging site, centralised onto a new content management system, Sitecore.

The build for the website was exclusively implemented by Dept including UX design, front and back end development, quality assurance, hosting setup and digital operations support.

Embracing digital agility to create advantage

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Merging onto one global platform

With operations in over 30 markets and many websites offering multiple products and services, JM’s digital estate was decentralised and disparate. With a business focus on adopting a digital-first approach, a centralised content management system for all of their products, services, markets and languages was needed.

The main goal of this stage of the digital roadmap was to merge all websites onto one global platform with a customer-centric approach, while reinforcing the brand message throughout the website.


Selecting the right technology platform

The Sitecore Experience Platform has the ability to host multiple websites and centralise multi-language brand sites onto a single platform, so was an ideal technology fit for JM’s needs.

Dept conducted a Sitecore audit to provide expert insight on the functionality available, and how best to utilise the features. With Sitecore, JM is able to create powerful personalisation options, gather insightful customer intelligence and analytics, save time with its easy to use in-page content editor, and maximise the conversion improvements from A/B testing.

As Gold partners, Dept’s large team of developers have a wealth of experience to help JM maximise the benefits of the Sitecore Experience Platform.

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A personalised experience

During Dept’s initial analysis of the sites, it became clear that it was very difficult for JM to identify and differentiate the user groups. As such, all users are being treated the same and JM was unable to serve relevant content based on their intent.

With that in mind, the site has been built with future personalisation in mind. During future phases of the digital roadmap, the plan is to create multiple versions of templates based on key personas. This will enable JM to serve alternated versions of the site to returning visitors who match specific persona behaviour. For example, a user who has visited the careers page will be shown the latest job vacancies on their return to the site. Personalisation will need to be scalable and extensible, so that JM can learn more about the visitor’s profile and needs during each visit to help further personalise the messaging.

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Ongoing support from DOS

Dept’s DOS (Digital Operations Support) team works with Johnson Matthey on a daily basis to ensure that its site is consistently monitored, maintained and improved.  The DOS team ensures that the site is always operational, and undertake small projects and functional improvements that require a quick turnaround. For example, when the DOS team took over the maintenance of the site, their main focus was on improving SEO. They worked tirelessly on over 10,000 redirects from 7 different websites in the space of just three months.

The DOS team enables quick results. For any improvements or updates, deployment to the live environment takes no more than two hours. By partnering with Dept in this way, JM is able to save time, money and resource on lengthy development cycles.

A digital-future

The website rebuild was a huge success. The centralised CMS has provided JM with more control of its digital presence, and the new site has increased brand exposure and awareness of it products and services.

JM treated digital delivery as a requirement for the business and understood that its people and processes were key throughout the transformation. Most of all, it recognised the need for digital growth. Dept continues to support and maintain a strong connection with Johnson Matthey in a seamless, well-organised and effortless relationship.


paul thomas hero e1627476371152

Client Development Director

Paul Thomas

Glen Dimplex

Revolutionising managing multiple global sites

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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.

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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.


Aine Kelly

Sales Operations Specialist

Aine Kelly

Element Materials Technology

A hub to showcase rich, informative content

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Element Materials Technology is the recognised leader in materials testing and product qualification testing to the aerospace, oil, gas and transportation sectors. They wanted to create a content hub to showcase rich, informative content in a searchable hub, confirming confidence in the Element brand as being the market and thought leaders in their select industries.

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A knowledge base

A marketing engagement and sales tool, the content hub needed to be aimed at encouraging users to proceed with quote requests and data capture, through powerful onward journeys via select content. It also needed to act as a knowledge base for new and existing employees.

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Mobile-responsive and in keeping with corporate branding

Discovery focus

The content hub would be used to publish a wide range of content coming from a lot of different places, in addition to showcasing the skills of Element’s experts.

Element is an acquisitive business, so the solution needed to be able to incorporate additional sites in the future, with SEO being a key consideration. In-line with the new website, which Dept designed and built for the organisation, the content hub needed to be mobile-responsive and in keeping with corporate branding.

Dept delivered the discovery phase, UX, design and development of Element’s content hub. This included: definition and success criteria definition; landscape analysis; definition of a digital measurement framework; full content audit; definition of the filtering system; wireframes and taxonomy; interactive design; front-end and back-end development.

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Responsive and adaptable

Dept developed ‘Nucleus’ – a responsive, adaptable and easy-to-update content hub. Nucleus acts as a hub for content articles, case studies, infographics, whitepapers and technical guides, to help increase lead generation and support sales nurturing.

High value content is gated with some elements of basic data capture. Articles in the content hub are searchable and include the ability to show related content. A taxonomy has been designed, agreed and implemented, and the onward journey and brand substantiation has been considered.

The solution we delivered has helped to establish Element as the go-to place for information on materials testing and establish them as the industry leader.

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Key benefits

  • The content hub provides Element with additional control of the user experience and customer journey, ensuring relevant content is easily accessible to encourage engagement and, ultimately, lead generation.
  • Element is a unique organisation with a vast range of expertise. Nucleus has enabled the organisation to showcase this knowledge through engaging and authoritative content, helping to position them as thought leaders.
  • From an employee perspective, Nucleus provides a central hub of home-grown information and knowledge of actual practice methods in real time. Digital media is helping to bring the organisation closer together and more aligned across its 61 labs in Europe and the USA. It is expected that the Content Hub will also help to attract like-minded future employees.
  • The mobile-responsive hub is easy to navigate and visually in-keeping with Element’s branding. Going forward, Element will be able to measure the site’s performance against the Digital Measurement Framework Building Blocks defined, including analytics reviews to help steer future marketing decision-making.


paul thomas hero e1627476371152

Client Development Director

Paul Thomas


A formula to drive change

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Digital transformation is a necessary step for many businesses, but there is not just one way of accomplishing this. At one end of the spectrum, companies are increasingly selling products online, while others still operate in analogue. Chemical distributor Brenntag turned to Dept when it needed help launching a new start-up, DigiB.

Finding the right platforms

Brenntag owns 500 warehouses worldwide which are used to store and distribute chemical products. Though the company is forward-thinking and guarantees safe and sustainable operations, it still largely operates like a traditional B2B company – with many orders made via telephone and e-mail. DigiB launched in Amsterdam in 2017 after Brenntag met with strategic consultant Roland Berger. The corporate start-up was founded to stand apart from its parent company and act as a platform for working on new design innovations as well as allow Brenntag to be more efficient and prioritise their customers’ experience.

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

Collaborate with the right partner

Marketing activities in action


Experience the website


paul thomas hero e1627476371152

Client Development Director

Paul Thomas


A hyper-targeted product launch

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Wavin Group is the world leader in plastic pipe systems for residential, non-residential and civil engineering projects, specialising in water management and drainage systems. Established over 60 years ago, today Wavin operates in over 40 markets with 12,000 employees. Wavin turned to Dept to help launch a new 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

Project highlights

Business, audience and interaction goals

Connecting with customers

Building the project pipeline


Lizzie Powell

Strategy Director

Lizzie Powell

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