INEOS needed an enterprise level CMS that was scalable, flexible and robust enough to integrate 16 separate businesses and up to 50 manufacturing sites into a single, simple to navigate online hub. The goal of the new INEOS.com was to use the latest corporate identity update as the basis to accurately reflect the size and stature of the organization, whilst providing a significantly improved user experience for all INEOS stakeholders.
INEOS is in your pocket
They supply the essential materials required for almost every aspect of modern life. From the plastic used to manufacture 75% of the world's credit cards, to bio-ethanol required to power the next generation of high efficient vehicles, INEOS has a global presence and a diverse product offering vital to our society.
Leaders in their game
INEOS' rise to becoming a giant in the chemical industry is the result of careful management of each business unit, combined with an aggressive acquistion policy which lasted most of the last decade. In light of this, INEOS' flat organizational structure has always provided a high level of independence to the 16 separate entities which fall under the INEOS brand.
Multiple units under one roof
INEOS' previous digital infrastructure had been in use for almost a decade and was no longer a true reflection of the business or its activities. In addition, many of the business units had developed their own digital presence in line with their specific challenges and objectives. INEOS management understood the importance of bringing all these sites under one digital roof, primarily, to unify the organization's external reputation, promote INEOS' complete offering and to create a more consistent look and feel through the operation.
The business challenge
The autonomous nature of each INEOS business unit (IBU) represented one of the largest challenges to the over-arching digital strategy. With 16 different sets of requirements, each equally weighted in terms of importance, finding a solution which met the needs of all those involved required extensive planning and project management.
With over 50 manufacturing and sales locations across three continents, developing a solution which allowed users to intuitively discover contact details for the business or site they required was another key deliverable. It was also required that INEOS' comprehensive product range was integrated into the site for the first time. This would involve migrating the database from PostgreSQL to MsSQL, making changes to the structure of the data inself and installing the functionality to enable advance filtering of the results.
To add an additional level of difficultly, delivery of the 1000 page site was required on an exceptionally short time frame.
MTM worked with INEOS to clarify the complete requirements for the site. Upon learning of the complexity that lay foundation to the project, MTM knew they needed a powerful platform that would provide simplicity for the muliti-billion dollar organization.
Episerver was chosen as the preferred CMS platform due to its flexible architecture and simplicity of the editing interface - both key priorities with up to 200 editors accessing the site everyday.
Well-regarded for its usability, the Episerver platform is best suited to provide the adaptability INEOS need to ensure the site grows and matures in line with developing requirements, all whilst remaining easy to manage and intuitive.
Following the site launch, INEOS continue to partner with MTM to meet ever-changing customer expectations and the needs of both the user and the business.
Objectives Episerver and MTM met:
One of the most significant factors during the preliminary stages was the importance of considering the media. INEOS' profile had increased significantly in recent years and this hightened awareness was driving the requirement for the new site to be used as a platform to convey messages to the global media.
Mobile interest increases
Although initally tracking a very small percentage, the number of visitors accessing the site via mobile devices was steadily increasing. With this in mind, INEOS decided to ensure the site and all content was accessible on the move and the site was optimised for mobile browsing.
Since launch, the number of mobile visitors has continued to grow, with statistics relating to user's geography highlighting that Asian markets use mobile in significantly greater numbers than Western visitors.
Asian markets, historically secondary to INEOS's business, are now an essential area for growth. This growth in demand has driven an updated requirement to create a dedication mobile site for INEOS.com, using the Episerver MobilePack add-on
The new infrastructure has completely transformed the public face of INEOS as a business. The site offers a truly user-focussed experience with visitors able to reach the content they require quickly and effectively.
What the future holds
MTM continues to develop, enhance and optimise the INEOS website and digital presence using the Episerver platform. They are able to add new functionality and update the design when new requirements and opportunities arise.
200% increase in traffic
100% increase in time spent online
40% reduction in bounce rate