Unilin produces wooden floors under the well-known brand names Quick-Step and Pergo. It is part of Mohawk Industries, the world's largest flooring company, with operations in Australia, Brazil, Canada, Europe, India, Malaysia, Mexico, New Zealand, Russia and the United States. Mohawk employs more than 35,000 people worldwide.
A customized, all-round customer experience – anywhere, anytime
With 42 countries, 45 languages and 115 URLs that need to be managed by Quick-Steps’ digital platforms, it is quite a challenge to offer professional as well as regular customers a consistent but personalized experience. Each of the customers who visits the website has different needs when they go through their Customer Decision Journey. What all visitors do have in common, however, is that they want to be guided on how to choose their floor and on how to best maintain it in the after-sales process. Quick-Step’s digital platform needed to be able to address that.
Based on the information from the system that delaware | digital started building four years ago, Quick-Step also discovered that they had to adapt their website to offer a better mobile experience. In addition, Quick-Step wanted to actively start connecting with all customers by thinking one step ahead and offering them relevant, valuable content and campaigns based on the information that Quick-Step gains through the website and online profiles of customers. In short, a consistent user experience across all platforms.
Next to the externally oriented part, there was also an important internal angle to this project. The marketing team expressed a desire to work more efficiently and wanted to have one system that could centralize all marketing information and assets about the Quick-Step product range. With the high number of links online, the team struggled to keep track of images, technical product information, pictures, videos and documents.
Quick-Step and delaware | digital saw two options to better satisfy those expectations. They could, of course, continue to build additions on the old system, or they could start with a clean slate that also prepared Quick-Step for the future.
That’s why, after careful consideration, delaware | digital designed a new, custom-made platform that combines the best of SAP, Hybris Commerce & PIM, Hybris Marketing, Adobe DAM and Sitecore into a single solution. The new platform connects all the dots and offers a full e-commerce experience that also links to the back-office order system and will eventually also be able to accept (gift and discount) vouchers.
• Happy customers, who now see information that is relevant to them and adapted to their location and the device or channel that they visit the website on.
• An increase in mobile visitors thanks to a more responsive website.
• And, last but not least, a more efficient way of working for the marketing team.
To the cloud… and beyond
What started out four years ago as a project to allow Quick-Step to take its first steps in e-commerce, by offering the same information online as in a physical store, has evolved into a new, cloud-based and future-proof platform for Quick-Step and Pergo that makes the link between all systems and runs efficiently in the cloud. All thanks to delaware | digital’s assistance.
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