The primary goal for the new platform was to tell a unique story to all target groups. One website bringing together end users, distributors, business users, private users and industries from more than 50 countries. The other key goal was to position Dunlop® boots, digitally, as a premium brand.
End user and product
Dunlop developed its unique Purofort® material 35 years ago, and still uses it today to create a strong, protective boot. It’s a great story, and the new website does a great job of telling it: the power of the product jumps out of the screen at you, while placing both end user and product at the heart of the story.
Thanks to this combination, Dunlop can use its new website to target end users more effectively, and also run supporting campaigns about protection, comfort and the use of good footwear.
Another important result is the huge difference in user experience. With the new design, it is now a lot easier for different end users to navigate through the website and find the right content. The new website is responsive and contains a lot of rich content. It now does full justice to the story of the Dunlop boot.
Different countries, different content
Because the awareness and perception of Dunlop varies around the world, the content on the website is adjusted to each country and segment. The French website, for example, focuses on e-commerce and the introduction of Purofort® in the agricultural segment, while the Canadian website mainly targets B2B. Thanks to being able to make the website appear different in different countries, Dunlop can run more targeted campaigns. The platform is ready to go for personalisation, performing A/B testing and campaigns.
Integrating brand, service and commerce
A further important goal for the new site was to focus on Experience Commerce, in which brand, service and e-commerce are integrated into customer journeys. The platform takes into account the differing customer journeys of different end users, with the content tuned accordingly. The first users are very excited: “Content is more easily discoverable and I can navigate through the website simply.”
An increase in visitors
The bottom line, though, is always the numbers. And those look promising. Visitor numbers have risen and the quality of the visit has improved. During its first month, the new site generated 65 extra B2B leads, and there was a big increase in requests for product information from distribution partners.
In short, a platform for the future with different user types and individual customer journeys at its heart. A result to be proud of!