With two simple guiding principles – improve people’s lives and make the world a better place – Panasonic Corp. of North America is a leading technology partner and integrator to businesses, government agencies and consumers across the region. The company’s Smart City and enterprise solutions in energy, mobility, connectivity and imaging are helping to transform public spaces and communities with technologies that predict, adapt and respond to people’s needs. From smart homes and smart buildings to smart cars and intelligent transportation systems, Panasonic Smart technologies help businesses and government organizations meet their technology and sustainability goals, empowering people to live safer, greener, more connected lives.
A rebranding effort at Panasonic prompted a fresh look at how digital could reflect the new image and brand. FFW was set to the task of helping Panasonic usher in a new era of digital experience delivery. Panasonic’s marketing team and FFW embarked on an ambitious strategy to transform the company’s digital operations, and reimagine the customer experience. In collaboration with the marketing leaders from all of the company’s North American businesses, the Panasonic team mapped out its digital competencies and marketing goals. The top priority that emerged was creating a more modern digital ecosystem with a new website at its core. The project ushered in an opportunity to embrace a dynamic organizational culture that would continually challenging the status quo and ensure strategies aligned with an outside-in approach to the customer experience.
For decades, Panasonic was known primarily as a leading consumer electronics manufacturer, but in the past decade the share of revenue from its B2B operations has significantly grown. To reflect this shift, Panasonic North America needed to transition its online presence to a more solutions-focused and modern website platform built within a robust digital ecosystem.
Panasonic needed to serve a complex set of needs across numerous diverse business units. This challenge included several factors, including organizing 11 business units and five functional business areas, managing 30 core project members, a community of more than 100 project stakeholders, and nine technology partners, implementing an outside-in approach in all aspects of IA, design, and content, and orchestrating other technology integrations, all within a tight timeline before the legacy ecommerce platform contract expired
The Drupal CMS empowered Panasonic North America stakeholders to create and update their content and, supported a number of integrations to other Panasonic systems, such as Mulesoft and Akamai. Acquia Cloud provides improved speed of delivery and time-to-market on new sites or segments. Its drag-and-drop deployment model has simplified the team’s workflow and provided a great ROI on internal hours spent managing the site.
Panasonic’s digital roadmap includes strong data-driven personalization initiatives supported by Acquia Lift. Currently, the Panasonic team is working with FFW to gain a 360 customer view, and is planning their personalization initiative. Acquia Lift is also being used to help Panasonic’s Canadian operations syndicate relevant content from the U.S. site seamlessly. Content that can be pulled includes blogs, taxonomies, and related assets that are tied to each piece of content that is pulled across.
The new platform allowed Panasonic to consolidate the delivery and management of seven microsites and two blogs across two regions and three languages into one unified website platform. The Acquia Platform also enabled the integration of additional marketing technology platforms such as Acquia Lift, Marketo, Domo, and Salesforce. With a new website platform at its core, Panasonic’s new digital ecosystem uses an API-first approach to connect other marketing technologies, to enhance our customer-facing decision making through data driven insights. Drupal 8 and the Acquia Platform’s API-first strategy now supports outside-in design and content strategy, and will provide the data needed to continue optimizing the experience and deliver leads through Marketo. Preliminary data represented through their data visualization tool, Domo, shows improved performance metrics in the initial months following launch.
“This was a strategic initiative and a catalyst for change as we embarked on our digital transformation journey. As we continue to transform the way we connect with our customers, our new platform is truly an on-ramp to digital for our business in North America,” said Lauren Sallata, CMO, Panasonic North America.