Orgill Case Study | 21 Prior to the redesign, McGuckin used a templated website offered by Epicor. McGuckin's new website had to deviate from the templated design, feature its new eCommerce platform and transition its legacy Ace Rewards customer data to its new site. “Prior to the McGuckin project, we'd worked closely with a number of clients using Unilog's platform, so we were experienced in how the system worked,” Richardson said. “The key was developing a customer-friendly website using McGuckin's well-known brand elements,” she said. “Then, we made sure these elements were supported within marketing and customer-facing communications.” Working as a Team Tyndale listened to McGuckin's website and marketing vision, and developed a plan from there. “We really wanted to get immersed and familiar with what they had and what they wanted,” she says. “We looked at the analytics and developed a plan to get them where they wanted to be. They had good ideas, and we took them and figured out how to make them work.” The Tyndale team worked to incorporate McGuckin's deeply embedded branding elements into its new website. These elements included McGuckin's well-known slogans like “Ask the Green Vest” and “The Everything Store,” both reflections of its long-standing commitment to customer service. Tyndale's team developed a plan that incorporated McGuckin Hardware's vision, retained its character and incorporated its core values for a consistent customer experience, no matter the channel. This meant creating a consistent look and feel to all of McGuckin's customer touchpoints, from its website to social media, circulars, radio ads, in-store events and its loyalty program. “McGuckin has a lot of sales—tent sales, college move-in sales and so on—and its website needed to figure into those,” Richardson says. “We did this in parallel to choosing font choices, colors, photos and so on, to support McGuckin's rich brand.” To achieve a uniform omnichannel look and feel, Tyndale worked with McGuckin to develop a brand definition and style guide. The style guide and brand definition allowed the McGuckin team to create in-house marketing materials that aligned with its website. Redesigning McGuckin circulars was another item on the punch list. Tyndale created a template and then brought in Circulars Unlimited, a partner company, so McGuckin could design its custom circulars with flexibility and ease. Tyndale also updated McGuckin's email marketing program with the help of Campaign Monitor, another of Tyndale's vendors. Together, they created customizable email templates and established Google Ads to maximize McGuckin's online campaigns. “McGuckin has some incredibly talented people internally,” Richardson says. “Once we got everything in place and everyone was happy, they were well equipped to continue producing and updating with those resources.”
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