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Align Technologies and Thor Industries are prime examples of manufacturers that have created personalized website experiences for e-commerce purposes, improving customer service and content discovery.

Align Technologies

1. Consideration of Different Site Visitors

  • Align Technologies is one of the manufacturers that has followed in the line of B2C websites in customizing its content. The website gives customers and visitors a personalized experience by taking into account who their varying audience is, the device they are using, as well as the stage in the customer’s journey, and what piques their interest in the company. By considering different website visitors, the Align Technologies website is more efficient to customers, and visitors are also treated to a seamless and time-saving process, which gives the company an edge over the competition.
  • A screenshot of sections that use personalized functions for e-commerce purposes, improving customer service and / or content discovery is available here.

2. Tailoring Website According to Buyers’ Devices

  • Align Technologies website can be accessed using various devices, including mobile phones, to research a product or service. Today, many internet users can afford a mobile device, which makes it easier for the brand to interact with its clients and visitors, as they can access the website using their phones, even between meetings. By accommodating mobile users, Align Technologies has worked to give the best mobile experience as its web design is responsive to multiple platforms.
  • A screenshot of sections that use personalized functions for e-commerce purposes, improving customer service and / or content discovery is available here.

3. Collecting Data from Visitors to Provide Solutions

  • Align Technology collects its customers’ personal information, patients (former, current and potential), patients’ parents/guardians, physicians and anybody who visits the company’s website. By collecting this information, Align Technology can shape and design its site to fit the demands and requirements of its clientele. With the consent of its clients, the company collects sensitive data and acceptance in terms of Privacy Statement.
  • By fetching client data, Align Technology can design and create solutions, as well as innovations in line with their customers’ needs and wants.
  • A screenshot of sections that use personalized functions for e-commerce purposes, improving customer service and / or content discovery is available here.

Thor Industries

4. Creation of Content Specific to Clients’ Lifecycles

  • Thor Industries has personalized its website by showing different headlining messaging, as well as different content based on what stage their buyers are in. Visitors are treated to an introduction segment in the ‘Stories’ section that provides a comprehensive overview of Thor Industries and the products and services offered. Once the visitor expresses interest in the brand, it is likely to convert into a lead, which details more appropriate content such as sample project information, which shows the scope of projects covered by Thor Industries in the past, and any customized projects for specific clients.
  • A screenshot of sections that use personalized functions for e-commerce purposes, improving customer service and / or content discovery is available here.

5. Tailored to suit Buyer’s Persona

  • As the world’s largest recreational vehicle (RV) manufacturer, Thor Industries attracts a lot of new visitors, as well as buyers. As such, there was a need to create a website to suit different personas. For starters, the website got rid of a corporate look for a fresh, and consumer-friendly website to cater to both core buyers and decision-makers, especially those visiting the site for the first time.
  • Thor Industries is, therefore, geared toward different personas rather than a generalized look. The website is segmented into sections such as Stories, RV Basics, RV Types, Thor Companies, Corporate Responsibility and Investors. These segments are proof that the site caters to the needs of various audiences, such as a visitor looking for the company’s social responsibility before engaging the brand or a procurement manager looking to procure an RV. Each viewer can find information that is relevant to their individual needs.
  • A screenshot of sections that use personalized functions for e-commerce purposes, improving customer service and / or content discovery is available here.

6. Creating a Sense of Community

  • The Thor Industries website has managed to develop a sense of community that is categorically included in the site for visitors to peruse through. Other than the corporate social segment, Thor Industries website has dedicated a section to discuss its community, which proves to its visitors that the brand can be trusted as it has a personal relationship with its surrounding community. In the community segment, it provides, “We are committed to supporting the communities where our employees and consumers live and play.”
  • A screenshot of sections that use personalized functions for e-commerce purposes, improving customer service and / or content discovery is available here.
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