As part of its global marketing initiative to stay ahead of competitors, Kenwood needed to maximise the effectiveness of its digital channels for customer acquisition, customer loyalty, customer engagement and customer support.
Kenwood is a global consumer brand that leads the market in the design and manufacture of innovative kitchen appliances including food processors, mixers and blenders.
Kenwood sought to strengthen the efficiency of its digital channels across all forms of customer interaction. By monitoring the changing online behaviour of customers, Kenwood also wished to optimize the experience of customers who accessed the Kenwood website on mobile and tablet devices.
Episerver Partner, Netcel developed the solution using Episerver CMS. The functionality of Episerver was extended by the development of bespoke applications, including a marketing campaign toolkit that allows countries globally to run marketing campaigns in their local language, to their local market.
In-depth Episerver training was provided by Netcel to over 30 marketing professionals from Kenwood's offices around the world, to ensure they were confident when using their new and powerful online marketing system.
Kenwood's customers can now access the website anywhere, anytime on any device as the website was built using Responsive Web Design. The new Kenwood website is truly desktop, mobile and smartphone friendly.
Netcel delivered a redesigned site, packed with customer-focused content and features, in 23 languages across 33 countries, all accessible by customers on their desktop, mobile or tablet device.
By conducting in-depth customer research before the site was redesigned, the user interface was optimized for user experience. Customer experience was further improved by allowing Kenwood to dynamically personalize website content based on customer criteria, such as their search engine keyword phrase, a method that is proven to improve both user experience and customer conversions.
To help customers quickly identify and reach the right product, a sophisticated mega navigation was implemented that displays both product details and product images to allow customers to access over 150 products with just one click from the home page. Product selection is further assisted by faceted search filters to allow customers to fine-tune search results with their exact requirements. To enable customers to explore the design features of products, an interactive multimedia gallery, including 360° product displays, product videos and photo galleries is also provided. And to help customers finalize their buying decision, products can be compared side-by-side. All these features were completed within the Episerver framework.
An extensive and searchable database of recipes was implemented, allowing customers to engage with Kenwood through commenting and rating. And for those times when a Kenwood product needs accessories, spare parts or a service, an online customer support department was created to provide customers with a searchable database of FAQs and downloadable documents, and an interactive map included to locate the nearest Approved Kenwood Repair Centre.
Within 2 months of launch, results of the new site were already impressive when compared to the previous site. The mobile-friendly site using Responsive Web Design has seen mobile visitors surge 216%. While our work on creating a search engine friendly site is also reaping rewards for Kenwood, with non-brand search engine referrals increasing by 106 %.