iGuzzini is a leading global lighting manufacturer specialising in architectural indoor and outdoor lighting, creating products and solutions for some of the world’s most iconic locations and innovative architectural projects.
In an industry which has undergone a revolution towards LED based digital light - innovation is everything. iGuzzini required a fresh and dynamic approach to their digital presence to reflect a new, modern and innovation focused brand outlook.
Delete led a full digital transformation programme for the business - creating an entirely new ‘Digital First’ way for iGuzzini to promote, manage and communicate their brand, products and projects to the World.Visit Product
There were several core challenges we were tasked with overcoming:
- 1.Move the customer focus online - Historically iGuzzini had always used print to promote it’s products - with an iconic yearly Catalogue. Our goal was deliver a intuitive tool that replaced this reliance on the catalogue and provided a new focus.
- 2.Deliver real value to a diverse set of users all with differing needs - from an Architect seeking inspiration and images, to a Lighting Designer looking for product details and 3D files, to Engineers looking for specs and lumen values.
- 3.A digital sales tool - deliver a intuitive sales platform that could become the central hub for automated and personalised sales engagement with customers.
A Business Critical Tool.
Delete’s mission was to create an industry leading digital platform and intuitive digital ‘tool’ that reflected iGuzzini’s own brand ambition - including celebrating their ‘light is back’ brand positioning, showcasing it’s highly crafted product design, inspiring projects and reinforcing its position as a true innovator in the market.
Designed for a Creative Community.
From the outset we undertook a user centric definition and design process using the audience groups to guide the product strategy. We knew we were creating essentially a ‘working tool’ for a highly visual and creative audience where the right balance of aesthetic and function would be key.
It was clear the differing audience groups all needed differing things from the site. But the success of the business is based around the ‘specifier’(designers / architects) selecting iGuzzini products in their projects. Delete’s primary goal with our CX approach was to improve their user experience in discovering, evaluating and downloading product data files for use in their design process.
An everyday design tool.
Much like a physical product catalog, the site is there to play a role in the daily design process of lighting designers and architects allowing them to deep dive into specific technical data instantly as well as look for inspiration through project galleries and case studies.
Visual project galleries provide lighting design inspiration filterable by sector and location. The gallery showcases the wealth of projects iGuzzini lighting are involved in. Users are able to browse galleries and find associated products to help them achieve desired effect.
The iGuzzini ambition is to put digital at the core of the product launch strategy using the new site as the central showcase for new product promotion and launch campaigns. The new Products area provides interactive 3D walkthroughs of new products.
The light is back area allows iGuzzini to present their international hero projects driven by the brand’s commitment to provide Social innovation through lighting. These projects represent a directive to bring ‘light back’ to significant global sites such as the Mostar Bridge, and Leonardo Da Vinci’s The Last Supper.
Taking advantage of Kentico 8’s Marketing engine the site is built to customise the experience for the variety of audience segments by offering personalised content, navigation and features to customise the experience where necessary.
iGuzzini have their own system to store over 10,000 products with associated imagery and factsheets. The solutions team and developers worked together to create an API that would pull in the required information from this extensive relational database (bespoke ERP).
The products and accessories can exist in more than one product line giving added complexity. The imported data was then presented in a standardised consistent format whilst catering for many anomalies in the data.
Kentico was also integrated with the client's CRM and CreateSend (Campaign Monitor) allowing the automated sending of emails, including newsletters.
Communication & Digital Innovation Manager, iGuzzini