FIGARODIGITAL.CO.UK
Curating A Cohesive Brand Experıence At Aggreko
Aggreko, the world’s leading rental energy supplier worked with Rufus Leonard to launch a new responsive web platform as part of a comprehensive digital transformation programme.
A
ggreko PLC is the global leader in mobile, modular power generation, heating and cooling. The company
is headquartered in the UK and serves customers in more than 100 countries through its network of more than 200 offices, depots, and service centres around the world. The business provides heating
and cooling equipment across the world through both short and long term rentals in developing and developed markets. It supports a broad range of industries including: utilities, mining, manufacturing, events, construction, petrochemical, and refining, among others. Historically, each region and business area seemed to operate individually, which resulted in separate websites, with different business messaging, tone of voice, a diverse array of branding and imagery, and a vastly inconsistent customer experience. To adopt a culture of
customer-centricity, it was important to understand and establish a brand purpose and set of values that would guide Aggreko’s experience principles and digital vision. Establishing Aggreko’s purpose from the outset would provide clarity and inform the development of a new tone of voice, to empower and change the mindset of the organisation. This would also engage employees to become more
customer-centric whilst inspiring positive behavioural change in customers.
Objectives
Aggreko launched an initiative to provide the business with optimised digital capabilities via a full portfolio of digital products and services in 2017. The technology backbone is a new state-of-the-art CMS to provide excellent customer experiences,
ecommerce capabilities, marketing automation, and integration between external and internal data sources to create high quality data sets for data mining and segmentation. Rufus Leonard created a plan to phase the implementation of key milestones that would ensure objectives were met within the proposed timelines, working towards a global launch in early Spring 2017.
Strategy
Aggreko chose Rufus Leonard as the key partner for the planning, design and build of the customer facing digital solution for this global programme of work. Rufus joined the strategic team to plan and understand both customer and business requirements. This led to the selection of the Sitecore CMS, based on its functional fit and vendor roadmap to meet the needs of both current and future commerce requirements.
establish a brand purpose and set of values that would guide Aggreko’s experience principles and digital vision."
56 issue 31 spring 2018
To adopt a culture of customer-centricity, it was important to understand and
Phase 1: Digital Vision And Strategy The Rufus team carried out an extensive brand audit
to identify and address Aggreko’s pain points, including customer and non-customer research, to understand and inform the persona development and content strategy. Parallel to this, it
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