Clorox Professional Products Division (PPD) provides cleaning solutions for every professional environment including businesses, hospitals and schools under the brand, CloroxPro.
A REIMAGINED DIGITAL ECOSYSTEM
Clorox PPD, one of the largest business units for The Clorox Company, sells through numerous layers of intermediaries and, like many B2B businesses, had limited technology to support this complex business model. With the goal of improving their web presence for both customers and sales representatives, we were asked to evaluate and assess their overall digital strategy and technology ecosystem. Through extensive research we set out to define new methods to support revenue growth while automating business processes to create operational efficiencies throughout the organization.
HATHWAY + CLOROX
Through a multi-year engagement we were able to gather real insights that guided a comprehensive digital strategy and technology selection to achieve Clorox PPD’s business goals. In a highly collaborative process, our strategy focused on content organization, a digital assets management (DAM) system, CRM, commerce and a robust website property
DISCOVERY + STRATEGY
To ensure understanding of Clorox PPD’s business goals, we conducted over 40 stakeholder and 10 end-user interviews at project inception, allowing us to collect invaluable qualitative data. In addition, we performed a full website audit, performance assessment and competitive analysis to help guide our content strategy.
To develop their site’s Resource Center, we began by auditing all existing assets including videos, guides, studies, product overviews and educational tools. We then conducted a card-sorting exercise with the Clorox team to establish the most logical way to organize content while our technology team determined the best platform for a DAM system.
To assist with the ongoing organization of information, we also created a Content Governance Guide — a comprehensive road map for creating, publishing, distributing and maintaining quality content in the most efficient way possible. Our team then held a series of training sessions to teach the Clorox PPD team how to manage the DAM system, uphold rules and upload content to the website.
Clorox has been known as a trusted thought-leader in their industry for over a century and they recognized that their CloroxPro website did not represent that hard-earned reputation.
While the site had no shortage of helpful customer content, it was unorganized and difficult to access, especially on mobile devices. Through the creation of a distinct UI, we developed a web experience that was fast, intuitive and spoke directly to their wide range of customers.
The result of this highly successful consulting engagement was the launch of a fully reimagined digital ecosystem that included:
1. Customer website and sales rep portal to allow customers to find, research and purchase the right products and give their sales reps all of the necessary tools to better track, manage and serve their customers.
2. Uniform DAM system to organize and distribute digital product assets and sales collateral, ranging from data sheets and graphics to documents and decks.
3. CRM platform to drive more efficient sales execution through visibility and insights.
THE END RESULT
The results were transformational for the Clorox PPD team, equipping their national sales representatives with standardized assets and digital tools to contribute to the growth of their individual portfolios. Their customers are happy to be saving time and avoiding frustration when navigating the site due to an intuitively-designed UX schema and user interface.
- Content strategy
- CRM strategy
- DAM strategy
- Digital ecosystem strategy
- Responsive website design