For 40 years, Intermec has helped businesses around the world implement their supply chain strategies with total confidence.
Known as the inventor of the world’s most widely-used bar code symbology, Intermec recently embarked on an aggressive program to grow its global web presence.
Key to this strategy was leveraging the power of content management and implementing state-of-the-art interactive marketing technologies in a new corporate website as well as 14 local language sites.
For the Intermec marketing team the top priority was to transform its Web presence to better engage prospects around the world with unique content while maintaining a consistent global brand.
“We wanted to offer the rich online experience customers expect from a technology leader,” says Maureen Szlemp, director of Marketing Services at Intermec.
“But first we needed to empower our marketing teams to take control of our global sites so they could deliver dynamic and consistent content while accelerating our time-to-Web for new product information and promotions.”
To execute on its aggressive global plan, Intermec leveraged the alliance of content management leader Interwoven (NASDAQ: IWOV) and interactive marketing leader Avenue A | Razorfish.
Together, Interwoven and Avenue A | Razorfish enabled Intermec to deliver a more compelling interactive experience featuring dynamic, up-to-date product information, faster navigation, and Web 2.0 features including state-of-the-art search, enhanced user interface and interactivity.
“Industry leaders like Intermec are looking to better engage with their customers through dynamic Web experiences that leverage the power and value of their unique content to drive meaningful business results,” says Ben Kiker, chief marketing officer at Interwoven.
“By teaming with Interwoven and Avenue A | Razorfish, Intermec has been able to bring together relevant content and a dynamic customer experience to transform their online presence.”
With a powerful new Web presence as the final destination, Intermec was able to invest in new marketing strategies to drive larger qualified audiences to www.intermec.com. “We’ve seen our Web traffic jump more than 20 percent,” Szlemp says.
“Global brands need to employ leading technologies to get the right visitors to their site, while delivering the right content when they get there,” says Pradeep Ananthapadmanabhan, vice president, technology at Avenue A | Razorfish. “Companies like Intermec are leading the way by delivering Web experiences and content that customers have come to expect from industry leaders.”
Using Interwoven TeamSite and Interwoven OpenDeploy, Intermec ensures complete brand consistency worldwide.
A master site containing 1,000 pages serves as the main Web presence for the U.S. market. For other non-US Websites, this site is simply copied within Interwoven TeamSite and then tailored to fit local requirements.
Local Intermec marketing personnel manage their own promotions, while global content is managed centrally from the U.S. with regular Website updates scheduled through Interwoven OpenDeploy’s distribution engine.
“With a single Interwoven platform, our marketing team can manage more than 90 percent of the changes to online content across our 15 global sites in eight languages,” says Fredrik Lindkvist, senior manager of global web marketing at Intermec. “We are transitioning from manual tools to intuitive solutions where even non-technical users can create, manage, and publish dynamic Web content every day.”
Avenue A | Razorfish added the latest interactive technologies to Intermec.com to create a rich user experience including state-of-the-art search, an enhanced user interface, a consolidated ‘Solutions Map’ on the home page, 360-degree views of products, and an interactive event calendar.
With the new capabilities, the Intermec marketing team is using Interwoven TeamSite page templates to support search engine optimization (SEO). Content owners can specify metadata for each URL, designed to help Intermec improve the relevance of search results both within the Website and on external search engines.
“Interwoven and Avenue A | Razorfish’s combined efforts has empowered our team with the right tools to control our destiny without an absolute dependence on IT,” says Lindkvist.
“More importantly, we are starting to see the business impact of this new strategy. Before, we were unsure how to harness the latest Web marketing technologies. Now we’re in the driver’s seat, and very excited for the future.”