12 | Orgill Case Study Early Adopters Stine was also aware that all of the areas McGuckin wanted to address were interconnected, and in order to achieve the retailer’s desired outcomes, each one would have to be addressed. “You have to have rich, clean data that is consistently maintained to give customers a reliable eCommerce experience,” Stine says. “You must have a functional, easyto-navigate website for your retail customers to interact with—and then your loyalty program is what ties it all together and needs to be seamless for customers, no matter how they are shopping your store. That’s what we needed to address for McGuckin. We needed to address all these areas, but we also knew that they all worked together.” In addition to addressing all these concerns, McGuckin wanted to launch its new eCommerce platform, website and loyalty program simultaneously. “We knew this was going to be a major undertaking, but we also knew that doing this all was very important for McGuckin, so we dove in and started creating a plan to get it done,” Stine says. Confident that Unilog and Orgill might be able to offer a singular solution for McGuckin’s needs, Harrison and his team started working closely with the companies to develop a specific go-forward strategy. “When we first began our discussions with McGuckin, we immediately knew they were going to be a great partner,” says Greg Stine, Orgill executive vice president of marketing and communications, who was then overseeing Orgill’s eCommerce efforts. “[McGuckin was] willing to work with us and be collaborative in finding solutions,” Stine says. “We knew that many of the things they were looking to achieve were right in line with the programs we developed. We never thought the project was going to be easy, but we were all excited to find solutions to help McGuckin get to where it wanted to be.” The McGuckin project crossed over into several different areas where Orgill could help: • Product data and management • Website design, customer interface and branding • eCommerce optimization • Customer loyalty “We just had to work through each of these areas and develop a specific strategy for McGuckin, but this was really about the ability to leverage Orgill and Unilog’s scale in a way that could accommodate an individual customer’s needs,” Stine says. “We also knew that the team at McGuckin was willing to be involved in the process, and that they wanted to learn what we were doing so they could manage a certain degree of the ongoing maintenance moving forward.” A Multi-Faceted Solution
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