CAROLINA MANDICH
New Business Manager, Rufus Leonard
BRAND & CREATIVE
was important to establish a tone of voice that would resonate with its users, using empowering language to guide the digital vision and lay the foundations for the brand defi nition and guidelines.
Phase 2: Experience Design And Delivery
Rufus developed a transformational roadmap to ensure alignment across the business. Paramount to this was the localisation of the platform, one that refl ected a global brand with local culture. The team worked with Aggreko Technology Services (ATS) to structure a global digital platform architecture which ensures content and product information is delivered in context and with relevance to each of these markets, sectors, and customer archetypes. A personalisation strategy was developed alongside journey mapping, informing the UX and wireframing; user-centred responsive design, iterative platform build and multiple integrations. The Aggreko technology platform consists of a Sitecore architecture hosted on the Microsoft Azure platform, featuring Akamai content performance delivery and security services. Rufus collaborated with ATS on designing integration points and web services in order to leverage both product and customer data from in-house systems. In addition to optimising the digital
experience, Rufus worked with Aggreko’s content and print teams to deliver operational effi ciencies. These will be achieved using the selected platform to automate localised print production through the Sitecore Print Experience Manager (PXM), as well as unifying customer digital communications through the implementation of the Sitecore Email Experience Manager (EXM).
Phase 3: Evolve And Innovate Finally, the global roll-out saw the site go live with a fully integrated translation service. Rufus continues to support Aggreko with brand management; fi ne-tuning its proposition
INCREASE IN USERS
25 % PAGE VIEWS UPLIFT IN 90 57 issue 31 spring 2018 %
REDUCTION IN BOUNCE RATE
15
and create one look and feel, under a ‘one Aggreko’ ethos, as we felt it would give our customers a better all-round experience, and demonstrate the togetherness of Aggreko colleagues worldwide."
We wanted to bring that all together,
development and communications planning whilst also providing content development and collateral design.
Results
Since its launch in March 2017, the site has seen a 25 per cent increase in users, spending twice the amount of time on the site. Page views have increased by 90 per cent, and the bounce rate has signifi cantly decreased by 15 per cent. Dave Palmer, Head of Group
Marketing at Aggreko, has stated that “Customers and visitors to our old websites struggled to understand who we were and exactly what we did. There were pains in all our touchpoints - all our regional sites were diff erent and it was like dealing with disparate entities, depending on where you were in the world. “We wanted to bring that all
together, and create one look and feel, under a ‘one Aggreko’ ethos, as we felt it would give our customers a better all-round experience, and demonstrate the togetherness of Aggreko colleagues worldwide. “We’re delighted with the results,
%
which are already paying dividends. We are seeing a huge increase in our organic and direct traffi c worldwide, and our teams are proud of the new look and feel, and are excited for the future development we have in store.”
rufusleonard.com
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