Outside Looking In Digital Opportunities

Overview

(Digital World)

Meet Customer

Expectations

Exceed Customer

Expectations

Fail Customer Expectations

A huge portion of success in the business world today is dependent on the ability to create value through digital

engagement. This applies to all industries, no one is immune. Customers have been exposed to mainstream e-

commerce for years and expect the same standards of convenience and service from their B2B operations. If a

business doesn’t meet digital expectations, the customer will give up and find another place that is up to par. Sure,

many companies continue to operate highly efficiently via traditional processes (Diversey), but that efficiency will

decline as the world around them goes digital. Companies that embrace digital transformation now will have a clear

competitive edge.

Currently, Diversey has a website and it isn’t half bad. Even better, it has a responsive design for a somewhat mobile

friendly experience. Okay, great… we are all set, right? Wrong. Digitalization is a continuously evolving effort and

keeping up with trends will help in meeting customer expectations. Diversey’s new digital focus needs to look at

meeting those expectations with product content and functionality. In this write up, we will take a look at a few weak

areas and different opportunities to give Diversey a competitive advantage in the digital world.

*Driving this change will take time, money & resources… but over time the ROI will be well worth it

Browsing through Product Catalog

To a new observer, Diversey product categories on

the brand website can be confusing, misleading and

even unnecessary. If a customer doesn’t know the

SKU number or product name, they may easily get

lost clicking through all the categories.

CATEGORIES

Filters are a tool that will help customers browse through products

and narrow down their search with ease. They have the power to

greatly transform a shopping experience. Unfortunately, Diversey

doesn’t offer any filters. Below are just a few filter options to

consider.

FILTERS

*Lennox.com does a great job of displaying all the product families on an

easy to navigate drop down tab. The fewer clicks it takes a customer to

find a product, the better, and Lennox captures that with their category

format.

Fewer Clicks Article

Category

Brand

Rating Compare

Price Size

*Staplesadvantage.com does a great job by

offering endless filter options to choose from

It’s not enough to just offer filters. It’s crucial that they are logical

and aid in the end goal of improving customer experience.

*This article below showcases how Macy’s.com uses filters to their advantage. Filter Experience Article

Diversey does not currently display as much product content on its brand site as some of their competitors. In

several instances, the product description and feature information is inconstant or lacking context. The Diversey

website is where customers should be able to easily find the most helpful and transparent information.

Diversey does offer a search function, but it doesn’t return anything for partial search and doesn’t recognize

some SKUs. Bottom line, search bars need to be useful, returning tangible, satisfying results. Diversey could

benefit by looking into the search return capabilities and by placing the bar in an easy to find spot.

SEARCH

Within the Product Page

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DESCRIPTIONS & INFORMATION

ENRICHED CONTENT Enriched content is an essential part in the customer experience. In today’s world, customers want visuals of the

products they are considering online. If this isn’t offered, customers will go elsewhere.

*Compare our product pages against Tennant.com. They do a great

job with their enriched content and easy to follow information.

Current Brand Site

1-2 small pictures per product

Notable lack of product overview videos

Huffy.com does a great job displaying short

videos for almost every product on their site.

Videos can lend excitement to products in the

cleaning category.

Amazon/Clorox showcases multiple

product images available to browse

through.

Customers love having multiple images

and ways to view the products.

Applegate.com has a video for each product category.

The videos feature one of their suppliers and showcase

the superb quality.

Diversey could really benefit from doing something

similar. For example, showcase a “spotlight” business

that uses various Diversey products. They talk about

the impact, quality, and why Diversey is the choice for

them. This will create an emotional connection to

potential buyers.

This sales booster focuses on

targeting products that may be on

different levels than the option a

consumer is currently viewing.

This sales booster focuses on targeting

products that will assist customers in

regards to the product they are

currently viewing.

MAXIMIZING SALES

On the product page, Diversey could consider implementing sales boosters that essentially keep the

customers browsing around the product catalog. Usually this is accomplished by means of cross-sells, up-sells

and related products. Let’s view each notion and see how they could be used for Diversey.

Cross-Sells: Complementary items

Up-Sells: Upgrade

Related Products: Similar items

This sales booster pulls products

from the Diversey site that share

the same tags or categories as the

current product being viewed.

Other variations of these sales boosters include best sellers, offers/deals, new arrivals, etc. If done correctly,

any of these notions can be a great way to increase sales. It’s important to choose carefully and find the

method that fits best with Diversey products.

Ratings and Reviews give customers an opportunity to see

what people who use the product are saying about it. A good

way to look at is: A product benefit is marketing because we

say it, but when a customer says it, it’s social proofing.

Ratings & Reviews:

Diversey has a product catalog online, but there is no information on where/how customers can make the purchase. A

“distributor locator/buy it now” option may be down the road, but is an good option to consider. This can be done in a

variety of ways that should be looked at and considered in the near future.

Erika Lepczyk did a great job laying out different examples and opportunities for Diversey, in respect to where /how to

buy. (See Below)

Where & How to Buy?

*This article reveals the growing importance of online ratings/reviews in

the purchasing decision of consumers.

Consumer R&R Article

Ecommerce Benchmark Analysis: Erika Lepczyk

Overview of competition/other businesses that are implementing

forms of “Where to Buy”

In depth look behind the overview websites (WIP)

FusePump Document: Potential “Buy Now” software that could be

implemented for the new Diversey website

*PriceSpider is another software option that is recommended

Fuse Pump Mockup: Images of how Diversey could be with this

software implemented

Embrace the mobile mind shift

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Whether it is a tablet or cell phone, mobile is the way of the future.

According to Global Web Index, 87% of internet users now have a

smartphone. Customers want to be able to pull out their phone and get all

the information needed within a few clicks. As noted earlier, the current

Diversey site has a decent responsive design for mobile. The problem is there

just aren’t many helpful features right now.

Every opportunity discussed in this document must also be considered for

mobile devices. Imagine being able to compare products, access enriched

content, and locate a distributor, all on the go. It opens the door for

discussion of a Diversey mobile application. This would be a huge benefit to

Diversey customers.

Mobile:

Customer Obsessed

According to B2B gets bold, succeeding at B2B E-Commerce is not just about

luring buyers to a nice-looking site that appears helpful; it’s about figuring out

how to help business customers find the full range of products they need, saving

them time and helping them to do their jobs better as purchasing managers and

users of the seller’s products. Many sites offer a help center with FAQ and other

helpful links. With this shift to Ecommerce, we are also seeing a lot of sites

implement a live chat feature as a way to connect with customers in real time. It’s

also a way to get feedback by seeing what customers have questions about.

Customer Service (Digital World):

*This article showcases the potential of live chat for online customers

Live Chat Article

*Current Diversey Contact Us

hard to find & not quick

DIVERSEY IS HERE: We are working to create standards that are efficient, consistent, and in the most meaningful way possible.

STEP 3: After product content standards are met,

Salsify will coral all the information into on place.

From there, Salsify will make it easy to manage,

optimize, and syndicate product content, into a

usable framework that can be exported for other

companies, based on their needs. (The Walk)

STEP 2: Once style guidelines are

made, portfolio managers will be

responsible for updating any

inaccuracies found by Salsify.

STEP 1: So where to start? Luckily,

Diversey realized change was

necessary to stay relevant and got

the ball rolling with the content

management system (CMS) Salsify.

Ultimately, Salsify will help

accelerate Diversey’s digital

business in many ways.

*REMEMBER: This road

never ends. Diversey

must continue looking at

ways to improve the

digital experience, staying

ahead of the competition.

As mentioned in the beginning, this will be an ongoing process with many different variables to

consider. The important thing to remember is fix the basics first, and continue to improve from

there. We need to WALK (create style standards, implement Salsify, enriched content, etc.)

before we RUN (filters, distributor locator, live chat, etc.). From what I’ve seen, Diversey is on

the right path in making this happen.

Summary

Walk Before Run

1

2 3

4

STEP 4: The Salsify launch was a success, but that

doesn’t mean lose focus on digital. This is when

Diversey can start looking to improve, by focusing on

the customer experience. (The Run)