our SITECORE experience

the need…• Fragmented web presence with multiple points of entry. Due to many web

properties, different company websites displayed different information in terms of prices or assortment. Multiple microsites also confused the customer, who was never able to really ensure he/she had the latest information.

• Fragmented Media Buying and SEO, Fragmented Analytics

• Integrating to a single site was difficult because Usha’s multiple categories (fans, sewing machines, appliances) tended to appeal to different customers. Also a large assortment on offer across price ranges from economy to luxury meant it was difficult to use a single site to address all the needs.

• No uniformity on receiving and dispensing campaign related or launch related information, specific microsite for each campaign or launch meant additional investments in development and infrastructure.

• Due to multiplicity of platforms and CMS across all the independent web properties, maintenance of content had become a major task, with several independent contracts at different stages of their life cycle to be managed continuously.

the solution…

• A single point interface to control all customer facing data /updates, providing consistent messaging across the net.

• Building an overall brand framework – a single brand message under which all our categories fit.

• Easy to use interface that allows digitally challenged conventional marketing teams to update information and manage their products online.

• Ability to identify and segment customers on basis of their searches/categories and show information that is relevant to their search or need.

• Easy-to -change website structure to suit different campaign and strategy needs which may vary from time to time without having to recode extensively.

sitecore positives…• A single point to gather customer data based on their online behavior (including

social) and present them with customized webpages (including the homepage).

• Smooth customer journey, where he or she is presented with various options at different stages of the journey through different touch points.

• Easy, fast and flexible to use, minimizes the need to code data with its robust CMS.

• In-depth analytics on every user which also helps to strategize and target consumers at a personal level.

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points to consider…• An extended implementation process with significant work with the Marketing

function as the complete customer journey needs to be mapped out. This is a significant effort, especially since most conventional Marketing teams do not understand in-session and persistent personalization well.

• Agency/ Department creating the website needs to understand target consumers at a very deep level in order for the platform to work properly. Not much use having the platform if there is no differentiated content for different audiences.

• Due to more and advanced facilities available for customer segmentation and the ability to offer multiple journeys for different customer personas, there is a tendency to have significantly more content than available today, leading to higher infrastructure requirements.

• Difficult to implement incrementally, needs a complete redesign from the ground up and can lead to some change management and continuity issues. Needs a mindset of rebuilding as opposed to modifying.

• Requires a separate module or license for e-Commerce functionality..