Milwaukee Tools case study
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Milwaukee Tools uk.milwaukeetool.eu Industry Manufacturing—Power Tools Partner NetConstruct Ltd Riverview Court Castlegate, Wetherby LS226LE United Kingdom www.netconstruct.co.uk Claire Locker – Account Director 01937 545215 [email protected] Background From humble beginnings in the 1920’s, Milwaukee has grown to be a worldwide brand and household name as an industry-leading manufacturer and marketer of high quality, heavy-duty, portable electric power tools and accessories for professional users worldwide. Milwaukee manufactures over 500 products in its signature red, including circular saws, drill drivers, hammer drills, band saws, grinders and sanders as well as over 3,500 tool accessories. In 2005, Milwaukee was acquired by Techtronic Industries Co. Ltd. (TTI), a global employer of over 20,000 people with a brand porolio including Ryobi®, VAX® and AEG® power tools amongst others. Goals Milwaukee’s mission was to refresh their brand, streamline and personalise their markeng efforts capitalising on traffic driven to their site, and to integrate exisng systems to offer a beer user experience. The project spanned every site in the European market including new websites for 21 naonalies. They were seeking a feature rich, high-performing, easy-to-use CMS with a resulng website that would reflect their quality image and company ethos. They needed a responsive site to allow customers to access the site anywhere, anyme, along with a complete redesign to beer reflect their heritage while showcasing their innovave product range. Boosng markeng efforts was a key driver for the project. Milwaukee wanted to use sophiscated markeng automaon, enabling them to deliver personalised digital communicaons to customers to encourage sales, repeat sales, upsells and cross-sells. Also implicit in the brief was a requirement to ensure that the new sites were able to perform well on major search engines for key product phrases, as Milwaukee was also looking to grow their European market share and site visitors on the back of the project. Challenges Milwaukee needed to bring microsites that could be sat on their own domains in order to sit on the new Milwaukee site. Another key requirement was that the new website needed to seamlessly integrate into their exisng Product Informaon Management (PIM) system and online service and repairs plaorm. This means that the website carries the very latest products and product informaon and it only needs to be updated in one central place. It allows customers to manage warranes and repairs from one place.
Transcript of Milwaukee Tools case study
Milwaukee Tools
uk.milwaukeetool.eu
Industry Manufacturing—Power Tools Partner NetConstruct Ltd Riverview Court Castlegate, Wetherby LS226LE United Kingdom www.netconstruct.co.uk Claire Locker – Account Director 01937 545215 [email protected]
Background From humble beginnings in the 1920’s, Milwaukee has grown to be a worldwide brand and household name as an industry-leading manufacturer and marketer of high quality, heavy-duty, portable electric power tools and accessories for professional users worldwide. Milwaukee manufactures over 500 products in its signature red, including circular saws, drill drivers, hammer drills, band saws, grinders and sanders as well as over 3,500 tool accessories. In 2005, Milwaukee was acquired by Techtronic Industries Co. Ltd. (TTI), a global employer of over 20,000 people with a brand portfolio including Ryobi®, VAX® and AEG® power tools amongst others.
Goals Milwaukee’s mission was to refresh their brand, streamline and personalise their marketing efforts capitalising on traffic driven to their site, and to integrate existing systems to offer a better user experience. The project spanned every site in the European market including new websites for 21 nationalities. They were seeking a feature rich, high-performing, easy-to-use CMS with a resulting website that would reflect their quality image and company ethos. They needed a responsive site to allow customers to access the site anywhere, anytime, along with a complete redesign to better reflect their heritage while showcasing their innovative product range. Boosting marketing efforts was a key driver for the project. Milwaukee wanted to use sophisticated marketing automation, enabling them to deliver personalised digital communications to customers to encourage sales, repeat sales, upsells and cross-sells. Also implicit in the brief was a requirement to ensure that the new sites were able to perform well on major search engines for key product phrases, as Milwaukee was also looking to grow their European market share and site visitors on the back of the project.
Challenges Milwaukee needed to bring microsites that could be sat on their own domains in order to sit on the new Milwaukee site. Another key requirement was that the new website needed to seamlessly integrate into their existing Product Information Management (PIM) system and online service and repairs platform. This means that the website carries the very latest products and product information and it only needs to be updated in one central place. It allows customers to manage warranties and repairs from one place.
Solution Brand redesign NetConstruct developed the site on the Kentico CMS platform which, with its plethora of inbuilt features, (over 200 web parts supplied out of the box), and easy content management made it the ideal solution. NetConstruct created designs in the signature colours to reflect and communicate the quality and heritage of the brand with clear signposts across the site enabling visitors to navigate around the site quickly and easily. They made the site responsive and user-friendly no matter what device the customer was using. Systems Integration Utilising the standard Kentico API, NetConstruct completed a sophisticated integration into the PIM system that allowed updates in the PIM to be reflected on the website quickly and smoothly. Additionally, they accomplished an integration via the PIM system to their existing Digital Asset Management System (DAMS) to copy web-ready images and other assets to a Content Delivery Network (CDN). This integration was essential for faster website load and a better user experience. To support publication of content to a separate production server in an external datacentre, they also implemented a content staging server. Increased engagement and interaction The new site enables website visitors to compare products, write reviews, zoom in on individual features, find a store from one of Milwaukee’s 200+ UK outlets and receive online training from a suite of videos. The customer service portal allows visitors to register their products and download the latest user manuals and FAQ information.
“NetConstruct has implemented a fantastic site that is already generating excellent and valuable results. Kentico EMS is ensuring that Milwaukee can capitalise on and maximise those results, and the responsive design means that our customers can access the site from anywhere, at any time. Winning a Kentico award is the icing on the cake.“
Marc Reeves Online Development Manager Milwaukee Tools
Mobile-first design Finally, NetConstruct took the external microsite for Yamaha sponsorship and brought it into the Milwaukee site. Due to the change in site traffic in the past year, with 55% of visits now being made via a mobile device, they designed this mobile-first. This meant creating the mobile screens and behaviour first and then scaling up instead of designing a full site, and then condensing this down to a responsive mobile or tablet view. This allowed them to take into account touch screens and slide-out navigation first, to ensure the UX on mobile devices was optimised.
Results
Since the launch of the new-look site in November 2013, the statistics are proof alone of the positive impact it’s had on the business: 23.10% increase in site visits 363% increase in page views 21 % increase in time spent on site 14% decrease in bounce rate These statistics are a reflection of increased engagement on the site thanks to the additional functionality such as product comparison, reviews and online training. The responsive site was built intuitively with mobile browsing in mind. This has resulted in an astonishing: 817% increase in traffic from mobile 838% increase in traffic from tablet Naturally, the majority of Milwaukee’s sales are made offline, making ROI difficult to prove. However because the new site included a store locator, Milwaukee have seen a 500% increase in visitors navigating from product pages to the store locator.
Key criteria for choosing Kentico
Responsive Design Product Comparison Systems Integration Multiple Languages Social Media Interaction
