From static to stories.

Dematic

IfThen helped transition an aging and static website infrastructure and shift to a global client-centric design and storytelling platform that delivers on Dematic’s clients’ needs and goals.

The Project

More and more of our B2B clients are rethinking their digital presence to improve customer experience, acquire better leads, improve retention, and ultimately drive sales growth. The static “inside out” approach of leading a conversation with products and services is being reimagined as a dynamic story-based “outside in” strategy that examines the needs of the customer first, then transforms the company’s marketing, site design and content strategy to set up the right value exchange to meet those needs.

This kind of transformation requires that your website become part of a holistic experience ecosystem. To achieve this, we start with a strategy that focuses on outcomes such as the design of the site, but ultimately reshapes the design of your organization.

Dematic came to IfThen to help them make this transition — to not only re-tool an aging and static website infrastructure, but also help shift to a global client-centric design and storytelling platform that delivers on their clients’ needs and goals. Our collaborative design process centered on putting Dematic’s expertise and thought leadership to work to solve for human problems first. We set out to uncover what their clients and prospects needed to achieve — wherever they were on their buying journey — to deliver what they expect, and remove any obstacles to achieving their individual goals.
Dematic machines in a warehouse

Capabilities

We used AEM to reimagine the “inside-out” approach of leading with products as a dynamic story-based “outside-in” approach, allowing customer needs to lead the site transformation.

Strategy and Design

  • Transformation Strategy
  • User Experience Design
  • Custom Storytelling Framework
  • Site and SEO Architecture/Strategy Framework
  • Content Strategy
  • Graphic Design

Operating Model

  • Team Training: Content Strategy, SEO-Friendly Content Architecture, and Storytelling
  • Capabilities: Publishing Workflow, Content Modeling

Site Build


  • Headless CMS Architecture
  • AEM as a Cloud Service (AEMaaCS) Implementation
  • DevOps Tools and Services
  • DAM Custom Integrations, Metadata Management and Asset Optimization
  • Custom Site Search
  • Localization and Translation Workflows and Service Integration
  • Publishing Workflows
  • Marketo Integration
  • Custom Interactions

Approach

Our collaborative design process centered on putting Dematic’s expertise and thought leadership to work to solve for human problems first.

Focus on the client.
The client experience and site was designed to meet a diverse set of personas and journey stages. Critically, these were aligned with sales enablement tools and processes to create a seamless experience transition from “I’m not sure what I need” to “I’m just browsing” to first contact with a Dematic expert.

Establish connective tissue.
The site architecture, including page types and linking, were developed to support both a robust storytelling model and current SEO best practices including topic pages and cross-linking strategies.

Be smart. Be global. Be human.

Give life to Dematic’s wealth of knowledge and industry-leading innovations around the world. Embrace a storytelling approach that is practical, meaningful, and human. Build the site authoring experience to allow freedom of expression and support a global publishing model.

Build a reliable and extensible architecture.

The Dematic site is based on a headless architecture that leverages Adobe’s AEM as a Cloud Service.

The Client

  • Member of the KION Group
  • Research and development, engineering centers, manufacturing facilities, and service centers located in more than 35 countries
  • Approximately 8,000 worldwide customer installations for some of the world’s leading brands
  • More than 200 years of success in solving supply chain challenges

 

Deliverables

  1. Digital transformation strategy including data-driven market, needs, and competitive analysis
  2. Visual design and style guide
  3. Content strategy to improve storytelling and align marketing with sales
  4. SEO strategy focused on user experience, content, and search intent
  5. Global cross-team training on storytelling, publishing, and content models
  6. Elastic search implementation
  7. Marketo integration
  8. Translation services integration
  9. AEM author and technical team training
  10. Component and template library
  11. AEMaaCS implementation and support

IfThen has been rocking it since the beginning and you push us and give us your real thoughts, not just what we want to hear. That is the exact reason I was looking for a partner and not an agency. I am extremely happy with how everything is developing and my initial fears of just noisemakers doing their noisemaker thing to derail this project are gone.

— Malika Givens, Sr Digital Marketing Manager, Dematic
About the Project
  • Client Dematic
  • Location Atlanta, GA
  • Founded 1819
  • Sector Supply chain management, logistics solutions, warehouse automation systems
  • Employees Approx. 10,000 globally
Services
Engagement Leads

Tech Stack

  • Elastic Search
  • AEMaaCS

Visit the Website
www.dematic.com