Challenge
NEXT UP ON THIS OLD SITE: A FULLY RENOVATED, USER-CENTRIC DIGITAL EXPERIENCE. Stanley Black & Decker makes powerful tools that empower the people who build our world. They needed an equally powerful digital tool that enabled their customers to communicate, learn and share their experiences across the entire builder community.
Solution
GROWTH STRATEGY Stanley Black & Decker is the leader in building smart, practical and meaningful solutions to help consumers get the job done. Often, the first place their audience turns is the Stanley Black & Decker digital community to gain insight about whatever task is at hand. That requires a robust, yet simple place to congregate. Over time however, multiple Black & Decker websites had been created with different strategies on different digital platforms. It was a house of cards. To remain the thought leaders in the space, they needed to create a single, holistic experience that allowed their customers to participate meaningfully with each other. And with the brand. EXPERIENCE DESIGN We put all our Verndale tools to work – crafting a technologically unified and dynamic new user experience with updated branded assets. The new site made it possible for consumers to find and post ratings and reviews, participate in polls and discussion forums, and share their own DIY ideas. On the back-end we integrated a Sitecore foundation that made it easy for the Stanley Black & Decker team to keep the content fresh, facilitate community participation, and collaborate with DIY users around the globe in dozens of languages. TECHNOLOGY ENABLEMENT Working with multiple departments and global stakeholders, we identified market opportunities and took a full inventory of all available assets. From there we crafted a unique engagement strategy specific to DIY customers and used that as our true north for our digital marketing requirements and platform selection. We built a Sitecore enterprise service layer to unify the technical solution, employing a SAP Hybris connector to integrate product and experience management. And a Salesforce integration allowed customer service teams to interact with the re-envisioned support section. EXPERIENCE OPTIMIZATION To ensure success during the rollout, we conducted in-person discovery sessions to unify the various team approaches. We found and managed the best third-party integration for customers to easily write reviews, post discussions and view ratings. The end-result was a platform that can be easily extended across the vast suite of Stanley Black & Decker brands.
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