A formula for the future
As the top manufacturer of floor care products in North America, with an estimated 20% market share, Bissell appointed Horizontal Integration (HI) as their agency of record for ongoing digital initiatives. Bissell Homecare, Inc. calls themselves a company full of neat freaks. For more than 130 years, the family-owned business has developed and created the world’s best cleaning tools. Their innovative floor care products are sold across multiple sites in multiple countries.
Bissell sought to unify their global web properties on a single publishing platform, enabling e-commerce in countries that do not currently offer it. Such an update would also ideally leverage contemporary best practices such as responsive web display and faceted search capabilities.
In-country marketers can manage their own digital properties within a set of templates and rules established at the corporate level—it’s the ultimate marriage of flexibility and control.
Horizontal Integration partnered with Bissell to develop a multi-year strategic roadmap designed to introduce new features and functionality in stages. This approach enables Bissell's digital marketing and technology teams to manage incremental improvements in bite-sized chunks while avoiding wholesale disruption of those aspects of the user experience that perform solidly based on ongoing consumer research.
Efforts to date include deployment of a new corporate brand on the current U.S. site, a vastly improved search capability and the addition of a responsive display. At the conclusion of the project, Bissell will manage all of its global brand sites, e-commerce sites and B2B portals via a single Sitecore platform designed by Horizontal Integration.