Bahco needed a new website to bring all of their regional operations together under one global brand. However, unity had to go hand in hand with flexibility so each regional manager still had the power to run region-specific promotions, such as product launches and local events. The combined scale of their international presence and extensive product database made this a particularly difficult task.
Alongside their internal requirements, Bahco also wanted a site that did more for their end-users and distributors. This meant we were also tasked with considering customer journeys, user experience and the relaunch of Bahco World, their content hub which until now had primarily featured press releases and product information.
To deliver a website that performed internally and externally, we needed a clean, responsive design based on more than gut instinct and a new country folder structure. This was made possible by our designers and developers who worked with our in-house CMS to create a large, attractive site built from the ground up using informed UX decisions. Then it was over to our SEO team, who ensured the site’s proper indexing and ranking on an international level with correct Hreflang attributes, creative solutions for optimised Google page speed and a lot of redirects.
To support ongoing marketing and support social channels, we repositioned Bahco World to feature a wide variety of content.
In terms of marketing, we diversified the content shared on Bahco World, including the stories behind tools, tips from global experts and content from Bahco-sponsored events and teams, such as Sweden Rock and the Signatech Alpine Le Mans team. On top of this, we created tailored pages and exciting competitions for each of their product launches and key events, to create a buzz and encourage their customers to get involved with Bahco.
From where Bahco started to where they are now, I believe all their ambitions have been exceeded. To have this much control on a global level and simultaneously empower local branches is something all brands should strive towards.
“Venn delivered a truly integrated, multi-territory site that anchors our parent company but also gives each country the freedom to take care of their own marketing activity. We’re thrilled with the end result.” Mónica Ortiz de Zárate, Marketing Director at Bahco
As of March 2017, 12 months after launch, we have seen:
The new country folders give each of Bahco’s regional managers their own version of the site, in their own language and with their own modifiable content. From launch, the new website was available in 14 different languages. That’s since expanded to 18, including Russian and Japanese, across 25 country folders. This has not only been welcomed internally, but seen search visibility and audiences grow too.