Through careful identification of the desires of consumers, retailers and installers and the capabilities of our evolved Rubin Red platform, we supported Haier in expanding its market in Italy and Europe through the evolution of the digital customer experience and the creation of a virtual showroom for the presentation of the company's main product lines.
Haier, the world's leading brand in the home appliance market, has been pursuing a clear and defined mission for more than four decades: to manufacture and distribute products of high quality and reliability, always putting the customer and his or her daily needs at the center. A philosophy that guides the Chinese company and is expressed in a strong focus on innovation, scrupulous quality control, and a "Zero Distance" approach that defines the close connection with the public.
The collaboration with Haier was born in response to the brand's need to develop an innovative customer experience in the Italian and European markets, starting with the construction of an effective, fresh and engaging online communication related to air conditioning products and then expanding to the creation of a European virtual showroom for the presentation of the product range. A parallel request was to build a service tool for retailers and installers, enabling them to access up-to-date technical product documentation at any time and from anywhere.
We responded to Haier's needs by putting the re-design of the website at the center of the digital strategy and enhancing it with the advanced features of our Rubin Red platform. The first phase of the project included a thorough analysis of the competitive environment in which Haier moves: the reworked information allowed us to clearly identify the most effective tools to implement and the best content strategy to engage users and achieve excellent organic positioning.
The site is designed to quickly and intuitively accompany users in discovering and choosing the appliance most in line with their needs, providing product sheets that offer a strong visual impact and a wealth of information. A highlight of the re-design is definitely the SEO optimization of all pages and the full ERP integration, the integration of the different areas of the website with the company's management system, which allows Haier to:
The efficiency of the new site and the enhancement of digital interaction between the company, retailers, technicians and the public has provided Haier Italy with the right tools to move productively within an environment characterized by strong online competition and to gain new market share.
With Haier "Home of the Future," we won the Interactive Key Award for the Electronics, Technology and Innovation category.
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