Bissell, a leader in home care in the U.S., is a global player in household cleaning products. From vacuum cleaners and carpet cleaners to steam cleaners and mop machines; Bissell offers a wide range of innovative solutions to make household tasks easier and more effective. From a strong focus on sustainability and eco-friendly products, the homecare giant has built a trusted name in household cleaning.
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International expansion. An often as ambitious as it is challenging move. It was no different for Bissell, eager to generate more international exposure and increase sales in several European countries. This required the development of an attractive webshop with both branding and e-commerce functionalities.
As its biggest challenge, the U.S. market leader in cleaning products, experienced dealing with the complexity of all the different models used per European market. After all, in each country you have to deal with differences in language, fulfillment parties and payment service providers (PSPs), among others.
We supported Bissell with all the facets that come with an international growth project like this. That means having an eye for everything from strategy, software selection and project management to web design, web development, conversion optimization and performance campaigns. We chose for Magento 2.0, the world's most popular e-commerce platform. In particular, Magento's flexibility and scalability dovetailed well with Bissell's needs. You have control over the webshop design and links to other platforms and systems.
As a branding platform, Magento is less suitable. Therefore, we developed custom templates into which we loaded content via the smart branding tool Listalot. After approving the proof-of-concept, we started developing the new Bissell platform.
Customers need to be able to rely on accurate and detailed product data. Especially if you want to build market share as a growing commerce player. A Product Information Management system is invaluable in this regard.This is why we have integrated a link with Akeneo.
Bissell can therefore quickly and accurately collect, manage and publish product information in many different languages. This saves a lot of time and costs, especially on a large scale, and ensures that Bissell products in all countries always have up-to-date and reliable information;
Bissell's new platform has been rolled out in several European countries. Wherever in the world consumers shop with Bissell, the websites have the same look and feel with local aspects such as language and payment provider.
The combination of Magento 2.0 and Listalot results in a beautifully designed webshop that rivals a branding platform in design and feel, but offers all the functionality of Magento 2.0.
Thanks to this successful cross-European platform launch Bissell has gained a foothold in Europe, both in terms of sales and branding. Moreover, the homecare specialist now has the foundation to continue growing globally.
The results have had a transformative impact on Bissell, with ambitious growth plans in Europe as well as in Japan, China and the Middle East now not only achievable but tangible.
Bissell now has a unified online presence in multiple European countries, giving consumers a consistent experience worldwide while maintaining local nuances. And that's one of the key drivers for capturing market share in multiple markets simultaneously.
The results achieved not only mean that Bissell can grow both in sales and brand awareness in Europe, but it also lays the foundation for further global expansion, allowing the company to further solidify its position as a homecare specialist and further position itself as a global player.
Best Fullservice Digital Agency '24
