Tadano Digital Transformationtadanoamericas.com
Tadano makes some of the most innovative lifting equipment in the world. In fact, without their cranes, our lives would be much different--smaller cities, less power and a bleak future in renewable energy to name just a few ways. But while Tadano was focused on equipment, their digital marketing ecosystem fell behind. Disparate regional initiatives sprung up, leading to redundant systems, processes and websites- leading to inefficiencies for the business and inconsistencies for customers.
As part of an initial digital strategy engagement, Geletka+ found an opportunity to reduce a large expense while improving the customer experience. We then set out to implement a common global web platform and shared digital asset management library for Tadano’s EU and PanAmerica regions. Today, Tadano has a global WordPress multisite with shared templates used across regions as well as a new look and feel that solidifies the brand. The finishing touches involved an industry-leading search-driven experience powered by Algolia search and shared assets in Celumn. After the successful rollout in the EU and PanAmerica, the changes will soon be the foundation for all global properties.
WHAT WE DID
User Experience Design
Our team of industry vets and rising stars, built out the global requirements into a clickable prototype while the tech team finalized requirements. Then we began development in partnership with the global GDC team. Basic devops were setup so both parts of the world could share and work from a common codebase. We then built, configured, worked though a variety of bugs and deployed both sites on day of Tadano's 102nd anniversary.
Two sites. 10 countries. 14 languages. One new Tadano platform and customer experience that sets the industry standard. And this is just the first step in a broader transformation initiative where we'll continue to help lift Tadano's digital as high as they're cranes.
Thanks to all involved, including Christian Bartley, Tom Zanoni, Sven Ebinger, Matthias Schneider, Michelle Olsen, Damien Bizjak, Andre Wirth, Emma Westbrook, Sabrina Siegel, Alexa Heitzman, John Geletka, Richard O'Donnell, Keanan Koppenhaver, The Wolf of L street and the entire Tadano organization.