DIGITAL TRANSFORMATION
DALER-ROWNEY
Working with one of the worlds oldest brands (1783) on a digital transformation programme across global sales and marketing. ‘Proof of concept’ work across digital marketing technology, customer-led content marketing, CRM, CMS, PIM and DAM. Rollout of a scalable templated solution across F.I.L.A group brands.
Digital marketing tech
We’re working with Daler-Rowney, one of the oldest established art supply brands, to help them make sense of the marketing technology they need to transform their sales and marketing function.
The work includes a customer-centric website design & build using the Crownpeak DXM Enterprise CMS, best of breed integration of CRM, Product inventory (PIM) and Digital Asset Management (DAM) tools, and a rollout of new process and technology tools across multiple Daler-Rowney brands and markets globally.
Customer-centric strategy
Customer workshops; segmentation and persona creation; Customer Experience (CX) journey mapping; and high fidelity prototyping & testing to figure out what Daler-Rowney customers really want from a digital experience.
CX work guides the selection of the right marketing technology to deliver the vision; the brand design style; and of course the content experience we’ll feed into all this lovely tech.
Website design & build
Daler-Rowney serve customers across all levels of artist from mum & kids, to hobbyist, art students and professionals, using all types of medium and media to create their work. The website delivers ‘Guidance through Inspiration’ across these different customers.
Intelligent use of navigation and site architecture, together with targeted, dynamic content, delivers a tailored and personalised experience for each customer.
Featured artists, ‘How to’ videos, Inspiration and Discovery of new tools & techniques, provides a rich and useful content experience. All of it is linked to Daler-Rowney product and stockist info as part of a customer relationship and sales conversion journey.
Content strategy
If your content isn’t useful your customers won’t stay, simple.
A key part of the project is content strategy, creation and implementation.
Using locations and artist talent sourced from the Renegade Collective, we shot dozens of brand new videos. These videos are used to power the website experience, and are edited for re-use across Daler-Rowney social media.
Results
Our work with Daler-Rowney continues as we take this ‘Proof of Concept’ implementation and roll it out across further Daler-Rowney brand implementations, and across country markets globally.
