industry - electronics
The Hoover Company is the leading producer of floor care products in the United States. Hoover has a full line of products at both premium and popular price points, including upright, canister, and stick vacuum cleaners; hand-held, wet-dry, and deep cleaners; floor polishers and shampooers; and central vacuum systems.
TTI Floor Care, the parent company of Hoover, Oreck, and Dirt Devil, is the revenue leader in the U.S. floor-care market, with a 32% volume market share of an almost $5 billion industry. However, the last decade and a half has included fierce competition from market disruptors. In late 2015, the company transitioned from Ohio to North Carolina, which contributed in part to a marketing team with 90% new hires. The change provided them with an opportunity to rebuild their brands and create a great online presence that felt modern to the consumer and reflected the brand values. Once they decided on Salesforce Commerce Cloud as their ecommerce platform, they went looking for an agency to design and develop three new sites.
Jim Deitzel, Director, Digital Marketing at TTI Floor Care had overseen many ecommerce implementations since 1995 and witnessed the song and dance that many systems integrators put on during the sales process. After meeting with a number of Salesforce Commerce Cloud solution partners, he and his team chose a company whose creative left them impressed. By working with native features and functionality instead of against them, not only has the company saved tens of thousands on theming, but hundreds of thousands on the custom development that would be required to develop the custom functionality. Still, the site has important customizations including a Vacuum Selector tool and parts finder, and integrates with their Oracle backend and a custom PIM. By building a reusable theme structure, Blue Acorn launched multiple brands in a single year, and plans to launch another another next year. With the straightforward approach, the TTI Floor Care team has never felt that they compromised on design.
Why they migrated platforms
“Hoover isn’t just a big brand; it’s a verb. On the other hand, the brand’s direct-to-consumer ecommerce site was a question mark,” explains Jim Deitzel, Director, Digital Marketing at TTI Floor Care. “Like our Dirt Devil site, Hoover was homegrown and hosted internally. No one knew how either were set up. There was no CMS or reporting functionality. Not to mention, we didn’t have any backups so there was no redundancy if the power went out. You can’t run a major website brand from a closet. We knew we had to redesign and replatform our website."
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