Smart and Connected Businesses
Zebra reaches customers worldwide with a scalable website powered by Adobe Marketing Cloud
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"We invested in Adobe Marketing Cloud as the platform that will help us grow and evolve digitally."
- Sara Bryowsky, Director of Digital Marketing, Zebra
Warehouses, hospitals, and retail stores around the world rely on connected solutions from Zebra Technologies Corporation. From wrist bands that help nurses instantly access critical patient information to scanners that track inventory in warehouses, Zebra delivers hardware, software, and services that give organizations an edge through easy, real-time access to information.
Zebra enlisted the help of customer experience agency ICF Olson to transform its digital properties and better engage with customers. Together, the companies determined that Zebra needed to centralize its websites and assets to better leverage resources and support regional teams.
ICF recommended that Zebra look at Adobe Experience Manager (AEM), part of Adobe Marketing Cloud, to create a central point of control for all Zebra content. Data from Adobe Analytics completes the picture, helping content creators and marketers make smart digital decisions for every audience.
Challenges
- Serve global customers with up-todate, branded product information and campaigns
- Consolidate acquired enterprise business from Motorola Solutions into a branded Zebra environment
- Gain insight into how global customers interact with the website to provide more effective content
- Use global resources more effectively by reducing reliance on multiple outside agencies for translation and website creation
Working with AEM Sites, Zebra created templates that unify branding and appearance across websites, making navigation more intuitive. Reusable templates improve the speed of creating web pages, which allows content and marketing teams to easily update product and campaign information. With built-in support for responsive design, content created in Experience Manager templates displays reliably and is easy to navigate on any size screen—including smartphones—without requiring Zebra teams to build multiple websites.
With Adobe Experience Manager, Zebra now has the potential to change and update information faster than ever. Using data from Adobe Analytics, marketers and content creators gain understanding into how they can provide even more of the content that customers want.
Results
- Keeping global website updated for less cost
- 13% rise in traffic worldwide and time spent on site
- Easily scaled website after major acquisition
- 130k assets supported and managed centrally
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“We tag everything we can to get a better view into how people interact with the site so we can improve their journeys,” says Sarah Bryowsky, Director of Digital Marketing at Zebra. “Accurate tagging is key to getting information we need. The Activation core service within Adobe Marketing Cloud is a big help when working with so many different web pages, agencies, and translations.”
With Adobe Experience Manager, Zebra now has the potential to change and update information faster than ever. Using data from Adobe Analytics, marketers and content creators gain understanding into how they can provide even more of the content that customers want.
By analyzing website traffic and downloads, Zebra can determine what content people like. Looking at the data across regions can also give hints into areas of potential growth, such as customers researching products not yet available in a certain region.
Zebra continues to work with ICF to deliver a better website through personalized experiences that give customers the information they need.
Learn more about how Zebra created global business solutions by downloading the full case study.