Websites are key online destinations for market leading forklift truck brands Hyster and Yale.
Edinburgh, 30th January 2013 - Realise Digital launched two new websites for NACCO Materials Handling Group (NMHG). This is the culmination of an in-depth project that has consolidated multiple websites for the market leading Hyster and Yale brands into two internationalised sites. The sites can be seen at
www.yale.com and
www.hyster.com.
The design from Realise Digital ensures consistency across brand and messaging and allows for better conversion, marketing agility, improved SEO, a lower total cost of ownership and easier, marketing-owned maintenance. This is the first time that NACCO has attempted to bring all regional marketing websites under one global umbrella.
The project itself began with an extensive and detailed customer research and planning phase carried out by Realise Digital. Qualitative interviews were undertaken with dealers, internal stakeholders and hundreds of customers from around the world. User journeys and personas were then created based on the research results. This allowed for the creation of a global hierarchy for the new sites resulting in consistent and logical information architecture across all regions. A new set of global digital brand guidelines were developed, which have since been adopted as the company’s offline guidelines too.
Fiona Proudler, Managing Director of Realise, said: "This project has involved every team in our agency, from our researchers through the design and build teams to our wonderful, dedicated project managers. Delivering a project with teams in four different continents obviously presented challenges, but the result is a great example of what can be achieved when agency and client work closely together."
Allie Wilkins, Digital Marketing Manager for NACCO, says the site will be a huge step forward for its web presence and will help materials handling equipment buyers obtain the best information to make an informed purchase decision: “The objective of the website redesign was to deliver an informative and useful tool to assist users and to structure information in a way that is both easy to find and easy to understand.
“We have also integrated video content into the site to demonstrate real applications and third party case studies enabling users to see products in action, all of which complements the technical product data. Everything on the website has been developed in line with real customer feedback. The whole Realise team have been fantastic throughout the project and it has been great working with them. We look forward to continuing the relationship.”
The site was built in Ektron 8.5 and upgraded to 8.6 SP1 during development. The site includes use of Ektron’s drag-and-drop PageBuilder feature, taxonomy driven menus, bespoke tool development, regional and language switching and third party software integration.
