Hyva is a leading provider of efficient transport solutions for commercial vehicles and the environmental services industry. Hyva turned to DEPT® to help it develop a new global website to service 30 countries and 17 languages. Its new site has enabled Hyva to successfully promote its international presence and innovation, instilling its diverse offering and tailored solutions worldwide.
Synergising design and technical innovation
A portfolio for every country
Hyva had three main goals fundamental to its future success: the website must offer lead generation; maintain and promote brand awareness; and provide exceptional service in every region where the company operates. With this in mind, DEPT® delivered a website that bridged the geographical divide between company and customer by developing a unique customer journey in every country Hyva operates.
Structure is paramount
For a company and website of this size to achieve success, the technical architecture and structure is paramount. DEPT® developed a strategy, site structure and routing paths which determined the sitemap framework. SEO specialists worked with UX designers to develop the most effective content.
Optimzely was selected as the CMS of choice. Optimizely eliminates the need for heavy upgrades, as it has moved away from major and minor versioning. Additionally, it is a developer-focused platform, meaning any issues can be dealt with swiftly. Optimizely is a PaaS solution which is a solid system and a .NET platform which means it configures extremely well, down to the smallest of details.
The power of commerce
Time and care were taken to understand the product profile for an effective UX strategy. This was necessary in order to make the different levels of the Hyva range clear. DEPT® implemented the latest versions of Optimizely and Optimizely Commerce to provide clear, concise product pages, landing pages and strong URLs that are configured to the highest standards of modern SEO.
The Optimizely servers and its cloud provide the website hosting. DEPT® provides support to Hyva’s content managers for ease of content development and rendering. Optimizely Commerce also allows DEPT® to support in the assistance of creating a catalog of products.
Hyva.com, is presently live in 30 countries, available in 17 languages and geo-tagged precisely to the language and location of the user. Hyva’s global homepage boasts versatility through its function as a portal to each country’s product portfolio, eliminating customer confusion while, at the same time, driving leads, accurate data and, ultimately, generating sales. With its Optimizely-powered site, Hyva has successfully accelerated its digital business.
Head of Back End Development
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
With over 18,000 employees and a turnover of more than £3.2 billion (€3.8 billion), Jungheinrich AG is one of the world’s leading solution providers for intralogistics. While Jungheinrich is characterised by a high level of innovation and automation, the digitisation of the industry has presented it with new challenges, especially in the area of spare parts sales; customers need to find exactly what they need from almost a million products. The company wanted to future-ready its business by digitising the product portfolio so that customers could find the parts online, and it could move away from traditional after-sales methods.
Helping customers find the right product out of a million
Improving the user experience
Jungheinrich AG came to DEPT® to develop a B2B platform for spare parts, ‘Parts Online’, that seamlessly integrated into its existing technology system stack. We created an agile system architecture that combined a modern user interface and UX design.
For the implementation of the platform, it was important to design a customer-oriented entry into the shop, in which the user experience was clearly in the foreground. For optimal usability, several million data records were imported into the spare parts shop. Customers can use the spare parts finder to search specifically for relevant spare parts for their devices, saving them time and effort. By connecting the spare parts shop to SAP, the prices of the spare parts are displayed individually and in real time for each customer.
In addition, extensive automation has been developed to regularly remind customers to order the spare parts they need for their devices, helping the company to move away from traditional after-sales channels, such as call centres, towards a more future-oriented solution. In addition to the spare parts finder, DEPT® also developed an extensive role management system, so that certain shopping list and budget rights can be applied to individual customers and regulated within a company account.
Implemented in 40 countries
Jungheinrich’s new digital infrastructure is now available in 40 countries and 26 different languages. As is customary in B2B shops, Jungheinrich checks any registrations before they are activated, but Microsoft Azure AD authentication ensures that there is no unauthorised access to the shop. DEPT® also ensured that the authentication was seamlessly integrated into the Spryker environment.
Jungheinrich’s B2B spare parts finder is a true example of a future-ready system architecture in infralogistics. The business is now well prepared for digital acceleration and able to react flexibly to further technical developments.
With Parts Online, we have taken a big step towards modern infrastructure and customer-centric after-sales business. From the beginning, DEPT® understood what we wanted and where we wanted to go. That made it easy for us to work on this project in mixed teams.
Mathias Lentfer – Vice President After Sales, Jungheinrich AG
A look into the future
With the launch of the B2B shop, Jungheinrich has taken the next step in terms of optimising its after-sales business. The high-performance B2B platform is currently being expanded to include a CMS solution in order to offer even more technical flexibility. In addition, the spare parts finder is to be supplemented with other products.
The project was implemented by more than twenty employees across seven months. The cooperation between teams, which were made up of both DEPT® and Jungheinrich employees, deserves special mention. This close collaboration ensured the complex integration of the shop solution into Jungheinrich’s system architecture was completed without error. As a result, it’s not the end of the collaboration; Jungheinrich and DEPT® are already planning the next project to implement together.
Head of Back End Development
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
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.
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
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.
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.
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.
The matthey.com 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.
Managing Director UK
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.
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.
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.
Mobile-responsive and in keeping with corporate branding
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.
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.
- 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.
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
Experience the website
Global SVP Technology & Engineering
For over sixty years, Goudsmit Magnetics has been designing and building high-tech magnet components and industrial magnet systems for the food, automotive, recycling, metal, pharmaceutical, offshore, chemical, high-tech, and aerospace industries. Goudsmit started as a small family business and has grown to an international player with offices across Europe. The company partnered with DEPT® to deliver an enhanced digital B2B platform which has resulted in a brand new identity and commerce website.
With B2B buyers increasingly turning to digital services to aid the buying process, and over 74% conducting online research prior to purchase, Goudsmit recognised the need to modernise its digital estate to better serve its reputation of being a leader in magnetics solutions.
A full digital overhaul
Gouldsmit’s original website used Product Information Management (PIM). During initial discussions, the client requested an integrated webshop with simpler content management for seven languages, and a possible replacement of the site’s PIM. However, after further research and discovery, it became apparent that there was a need and desire to create a new, modern corporate identity. And the transformation didn’t stop there. Goudsmit looked to the future with plans to integrate the site with their ERP system, pay more attention to online sales opportunities, and add a translation system for multilingual content.
Goudsmit partnered with DEPT® to replace its site with a modern digital commerce platform, with state-of-the-art vendor products and an identity that accurately reflected the company’s stature. What began as a partnership, blossomed into a long-term collaboration to further the expansion and fortify Goudsmit Magnetics’ online identity.
Building a new digital commerce platform
Goudsmit web editors can create content in their native language in the CMS, with Globallink automatically translating the text in the CMS into six other languages. The IP address of the user’s computer determines the language displayed. For example, if the system establishes a user is visiting the website from Russia, the user automatically sees the Russian version of the website.
The future in full swing
Goudsmit Magnetics is aiming to achieve 50% of all sales through its online channel by 2025. To ensure Goudsmit meets this goal, DEPT® will advise Goudsmit and continuously improve upon and expand the platform so the target demographic is reached and provided with an optimal digital experience.
DEPT® has delivered an international, innovative digital commerce platform that connects seamlessly with Goudsmit’s new brand identity and sales strategy. The platform is adaptable to the rapidly changing needs of the company’s customer base, and Goudsmit is ready to maximise the opportunities of the online B2B market.
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
Personalize your experience