Need to Know
Napoleon uses a "glocal" marketing approach, global reach with a local emphasis, engaging multiple regions in various languages.
A mixed technology infrastructure across forty separate location- and product-focused websites resulted in complex workflows and inconsistent uptime throughout its digital platform.
Northern consolidated the dispersed websites into a single enterprise content management system (CMS), supercharging it with powerful systems integrations.
Napoleon’s brand promise is making good memories around their products. It’s a growth-driven organization that expects to double its revenue every five years. Their product lines include grills, fireplaces, heating and cooling.
Napoleon’s digital infrastructure, dispersed across incompatible technology frameworks, was not keeping pace with its growth. It created a fragmented user experience, resulting in disconnected marketing and customer service.
Napoleon sought help from a vendor mutually invested in their success, enabling their digital team to grow as the project progressed. In response, key stakeholders from Napoleon and Northern joined as a project team, working together, meeting weekly, and regularly collaborating through Airtable.
Napoleon prides itself on delivering superior customer service. However, their digital experience was falling short of this expectation. Dated technology and a lack of systems integrations meant that Napoleon’s digital team was busy enforcing consistency across Napoleon’s websites, leaving little time for long-term, strategic work.
Marketing, sales, and customer service were working in silos because of their disjointed digital ecosystem. The marketing team needed more control over Napoleon’s brand across its websites. They wanted straightforward access to publish location-specific content to multiple regions in numerous languages.
Napoleon’s product information was fragmented, reducing the likelihood of consumers finding product support, parts, or accessories.
Northern helped Napoleon connect their websites into a single enterprise content management system, enhancing it with systems integrations and advanced features to enrich their global reach and localized marketing.
Global Reach, Local Targeting
Through IP geolocation, Napoleon’s "glocal" marketing strategy (global reaching localized campaigns) enabled their websites to deliver dynamically altering mega-menus and personalized in-context experiences across each region and language. Northern Commerce integrated Lingotek’s translation management system (TMS) into Napoleon’s CMS, offering a more robust, built-in translation workflow. Social media integration allows the digital team to directly publish content to Napoleon’s social channels from their CMS.
Their dealer locator features Google Maps integration with spidering, powered by IP geolocation - helping visitors find the closest retailers to their location, facilitating faster (and less friction) purchase transactions.
One Source of Truth
Napoleon’s digital team felt that its websites should be the “source of truth” for all product information, allowing for automated product data updates. This required custom systems integrations between their CMS and the Salsify product information management system (PIMS). After the systems integration, product pages became the prime location for aggregating all product-related information, including parts, accessories, support, and how-to education.
Apache SOLR facilitated quick access to the product pages through advanced search views: predictive, faceted, region-specific, and departmental. With Bazaarvoice integrated into its websites, consumers receive user-generated product reviews and ratings, adding authenticity to help consumers select the best products for their needs.
Standardized and Consistent
Northern helped Napoleon’s digital team standardize its processes on its new platform, reducing complexity and duplicated efforts. Powered by Acquia Cloud hosting, Napoleon’s web properties now have 99.9% uptime.
Napoleon’s efforts didn’t go unnoticed.
- 2020 Web Award for Outstanding Achievement in Web Development
- 2019 Acquia Engage Award for Excellence in Digital Marketing
- 2019 IAC Award for Best Consumer Website
- 2019 Web Award for Outstanding Website