Shred-it Global Web Presence Redesign

www.shredit.com

Background Shred-it is a global leader in document security and destruction services, providing over

150,000 customers with unparalleled document security and destruction services in

fifteen different countries.

Goals Shred-it required a sophisticated global web presence that would support the

company's three key online business objectives: to foster greater and higher quality

lead generation, increase the retention of existing customers and to provide existing

customers with a new range of efficient online services.

Challenges Shred-it’s new online presence needed to include:

Marketing automation functionality, including site activity and campaign

tracking, multivariate and A/B testing and geolocation/site personalization

features.

Real-time integration with Shred-it's back office systems, including CRM and ERP.

Rich compelling marketing and thought leadership content.

Separate instances of the website for fifteen different countries/territories, each

tailored to the regional market and/or language.

Solution Kentico proved to be an ideal platform for this project, with the following key features

of Kentico CMS being leveraged to meet and exceed Shred-it's requirements:

Kentico's internationalization capabilities enabled the quick roll-out of additional

country instances of the website once the main North American shred-it.com

site was launched.

Kentico's API was used extensively to support integration with Salesforce.com,

SAP, Eloqua and Kubra. A custom authentication provider was developed to

authenticate existing customers and leads directly from Salesforce and SAP, and

handle single sign-on functionality, to seamlessly authenticate users with third-

party customer services management features that were integrated into the

website.

Industry Information Security and Destruction Services

Partner ecentricarts inc. 317 Adelaide St., Suite 300 Toronto, ON M5V 1P9 Canada www.ecentricarts.com Keith Durrant Bizman/President 416 644 5000 x221 bizman@ecentricarts.com

Kentico's EMS capabilities proved a perfect complement to the company's

existing marketing automation tools, filling in gaps that the externally hosted

marketing automation product could not address (in particular, true, dynamic

content personalization and sophisticated web analytics) and replacing other

automation features with more seamless, native EMS solutions.

The website was also redesigned to deliver an adaptive/responsive user

interface to site visitors across a wide variety of device platforms. It includes

three distinct break point resolutions (for mobile, tablet and desktop), with

responsive design features that address in-between resolutions. Kentico's native

mobile features (including device detection/profiles) were used to enhance the

responsive design implementation - enabling the tailoring of content to specific

device types beyond what would be possible through responsive design alone.

The project was completed in a remarkably short seven-month time period.

Results

The company's new global web presence brings Shred-it's new contemporary brand to

all of its international markets, through a unified contemporary, engaging and intuitive

new online platform.

The new website has enabled Shred-it to manage its marketing and customer

engagement programs with a much greater degree of sophistication, where rich

analytics and real-time responsive online solutions enable Shred-it to quickly respond

to emerging needs and interests, and fine-tune content and functionality to drive lead

conversion and user engagement.

Overall conversion metrics have gone up by close to 20% since the re-launch of the

main .com website in the United States and Canada. Customer feedback on the new

website(s) has been almost universally positive, and search engine rankings place

Shred-it’s online content consistently in the top five search results on Google and Bing -

across a wide variety of long- and short-

tail keywords and phrases.

Valuable business data (customer

information and feedback, marketing

campaign performance, and web

analytics) now flows seamlessly

between Web and back office systems.

“Our new ecentricarts-designed and developed website has far exceeded our expectations. We are seeing an immediate return on investment, with an increased volume and higher quality of sales leads, and a huge jump in mobile conversions. Kentico’s robust support for internationalization is also enabling us to roll out local versions of our online presence for our international markets far quicker than we anticipated. ”

Donna Robinson Director – Marketing Programs, Shred-it

Key criteria for selecting Kentico CMS Kentico EMS was a perfect fit for this project, providing an unparalleled combination of

enterprise-level features and functions at a remarkably affordable price:

Native support for internationalization and multi-website management and

deployment capabilities.

Sophisticated marketing automation and mobile functionality.

Intuitive content management features.

A stable, robust API that provides extensive support for customization of the

platform, and seamless integration with third party systems.