Integration of systems across multiple business units improves customer experience, increases efficiency and promotes revenue growth
Neenah is recognized as a leading global specialty materials company. Neenah’s key products and markets include advanced filtration media, specialized performance substrates used for tapes, labels and other products, and premium printing and packaging papers. Their products are sold in over 80 countries worldwide.
With multiple businesses selling products that vary tremendously across many different websites, Neenah’s web presence has become fragmented.
Internally, Neenah struggled with aging websites that were developed with multiple content management systems. In addition, the many disconnected systems in place require human intervention--including multiple steps and manual calculations–to execute basic tasks. Neenah also needed to be able to manage promotions and cross-selling opportunities more easily, as well as maintain user profiles and track orders more efficiently.
Externally, Neenah’s customers wanted an easier way to navigate the company’s many product offerings. They also wanted to complete transactions–including placing orders, selecting shipping options, paying for orders and tracking them–without contacting customer service.
The first step toward a significantly better user experience was to engage a certified Sitecore partner to provide production support, and to develop a microsite for the new packaging division that would ultimately serve as a model for Neenah’s digital footprint.
After meeting Neenah’s immediate need for Sitecore support, RDA began work on the Neenah Packaging microsite. Using a design-driven approach, RDA developed a site to feature and differentiate the luxury brands found in the Neenah Packaging lineup. Upon successful completion of the microsite, Neenah engaged RDA for additional work including the translation of an app to a microsite with e-commerce capabilities.
Neenah’s new e-commerce solution is built using the recently-released Sitecore Commerce 8.2.1 product. RDA is among the first service providers to implement this solution, which became available in January 2017. As part of the implementation, RDA delivered third-party integration between Sitecore Commerce and Avalara, Chase Paymentech, UPS and Oracle ERP. RDA also developed new plugins that can be used repeatedly across different store fronts, significantly reducing time required for implementation.
Moving forward, Neenah envisioned a revamp, redesign and re-message across approximately 10 of its websites. It was critical that the new sites support brand awareness, showcase products from Neenah’s systems, proactively generate leads feeding into a customer relationship management system (CRM), be easy to navigate by site visitors, and be easily managed and administered by non-technical marketing staff.
The solution will also support cross-marketing between sites to drive additional traffic and increase revenue. RDA worked with Neenah’s executive team to develop an enterprise-wide digital roadmap to address these objectives.
RDA is helping Neenah execute an enterprise digital marketing plan that represents a series of step-by-step investments. The ultimate result will be a unified platform that serves all of Neenah’s business lines.
Streamlined product catalogs and synchronization across business units will allow Neenah to bring products to market more quickly. Automation of certain tasks and efficiencies achieved through integration of previously disconnected systems allows that growth to occur while minimizing additional support requirements.
An upgrade of e-commerce and content management capabilities supports integration across systems and provides centralized administration of digital efforts. Consolidated customer data provides Neenah management with increased visibility of purchasing patterns across the various business lines and serves to inform future investment decisions.
Cost savings will be recognized as the long-term costs associated with maintaining individual digital solutions for each business unit are reduced. Based on financial forecasts, this investment is expected to pay for itself within one to two years of completion.