A leading technology partner and integrator to businesses, government agencies, and consumers across the region, Panasonic Corporation of North America was highlighted in Forbes Magazine’s Global 2000 ranking as one of the Top Ten Best Regarded Companies for 2017. With two simple guiding principles – improve people’s lives and make the world a better place – Panasonic offers a wide range of products and services, from audio visual solutions to industrial devices and nearly everything in between.
In the middle of a rebranding effort, Panasonic marketers realized that if they wanted to maximize the value of their rebrand, they needed to take a deeper look at the overall experience they were delivering; ultimately, they tapped digital agency FFW to help guide their new digital experience delivery. The teams worked together to develop a strategy to transform the company’s digital operations and reimagine the customer experience. Bringing together Panasonic’s marketing leaders from all of its North American businesses, the teams mapped out existing digital competencies and identified marketing goals, discovering that the common top priority was a modern digital ecosystem with a new website at its core. The stakeholders also agreed that a customer-first, “outside-in” approach was imperative to the project’s success.
Panasonic has historically been known as a leading consumer electronics manufacturer, but over the past decade, its share of revenue from B2B operations has grown. Reflecting this shift, Panasonic North America wanted to transition its previous, proprietary online presence to a more solutions-focused and modern website platform built within a robust digital ecosystem.
Panasonic’s new site and platform needed to serve a diverse set of needs across business units. Working together with FFW, the teams gathered feedback from 11 business units and five functional business areas, managing 30 core project members, a community of more than 100 project stakeholders and nine technology partners—all in an effort to implement an “outside-in,” customer-focused approach that included IA, design, content, technology integrations and data interoperability—before the legacy ecommerce platform contract expired.
After deploying Drupal, Panasonic North America stakeholders were able to easily create and update content as well as integrate with other technologies including Mulesoft and Akamai. Acquia Cloud provided improved speed of delivery and time-to-market on new sites and segments, and the team is enjoying a simplified workflow and higher ROI on its hours spent managing the site thanks to its drag-and-drop deployment model.
With Acquia, Panasonic was able to consolidate seven microsites and two blogs across two regions and three languages into a single unified platform, transforming organizational users into publishers and allowing for seamless API integration with additional martech platforms including Acquia Lift, Marketo, Domo and Salesforce. A new website platform at its core, Panasonic’s revamped digital ecosystem supports the company’s customer-focused “outside-in” content and design strategy, capturing and providing the data necessary to continue Marketo conversion optimization. And initial metrics revealed by Domo—a data visualization tool—indicate improved performance trends, likely related to the improved personalization and decision engine that creates improved connections with users.
The company is also enjoying the time savings and ease of using Acquia Lift to seamlessly syndicate relevant content from Panasonic ‘s U.S. site to its Canadian site. Using Lift’s Content Hub, content editors can push blog content—along with all of its HTML markup and related assets—to the Canadian site without the need for any manual tweaking.
While Panasonic has no plans to stop taking advantage of Lift’s syndication features, their ultimate digital roadmap includes strong data-driven personalization initiatives supported by Acquia Lift. And the new platform is more than “just” a single new site—it’s a foundation for the digital transformation of all of Panasonic North America. “This was a strategic initiative and a catalyst for change as we embarked on our digital transformation journey. As we continue to transform the way we connect with our customers, our new platform is truly an on-ramp to digital for our business in North America,” said Lauren Sallata, CMO, Panasonic North America.