After researching the industry, defining strategic pillars, and mapping customer journeys for each segment, Nansen partnered with the FLIR team to redefine the brand to more accurately portray FLIR’s innovation and launch two new critical functions.
“Experience and value were really the two driving factors behind our decision to work with Nansen,” said Jose. “They have a very strong portfolio of clients and proven experience with both creating localized environments and Contentful, the CMS platform we had selected.”
“FLIR’s highly engaged and experienced sales, marketing, and creative teams were a pleasure to work with as we developed their content and inbound marketing strategy. Whether in workshops or calls, I appreciated their clear and constructive comments as well as their gusto for trying out new ideas and approaches that could make the customer experience even better. It’s rare to see a market leader so open to change and development.”
Next, Nansen deployed a Product Information Management (PIM) system, including product taxonomy organization and data modeling. Once established, the PIM data was integrated into Optimizely Commerce via custom synchronization processes built on top of RESTful APIs, enabling product data to sync automatically with Optimizely Commerce. This empowers the FLIR team to maintain a single source of truth for product information while leveraging the powerful marketing tools and editing features within the Optimizely platform.
From a design perspective, the new FLIR experience now reflects that of an industry leader and innovator. Core brand elements were redesigned to include updated messaging that translates from packaging to product design and tradeshows to the website. The updated site features all new visual elements including layout, typography, photography style, and product styling. And all creative elements were conveniently built to allow for different types of digital delivery and brand flexibility as product offerings continue to grow and evolve.
Launched in 25 languages and 13 markets, the new and improved FLIR.com debuts an entirely new messaging strategy, customer-centric user experience, and PIM system. Once a liability, a verticalized product catalog and 1:1 personalized product recommendations have transformed FLIR’s vast product portfolio into a competitive advantage.
In addition to creating excitement among all brand stakeholders, the new site is also generating impressive results with a 20% increase in page visits and 10% decrease in bounce rate. Thanks to the improved product experience, the company has seen a 51% reduction in the bounce rate on its product pages specifically. The average page load time has also decreased by more than one full second.