Bringing together disparate brands and websites
Atkore had already delivered a huge digital transformation when it consolidated four US brands, each with its own digital experience, onto Sitecore’s CMS in line with the company’s cloud-first IT strategy. By unifying its tech stack, processes, and vendor landscape, Atkore is improving the Americas customer journey by prioritizing user experience, consistency, and efficiency, and building trust and loyalty across all products and channels.
With international markets becoming increasingly important, Atkore now focused its digital transformation journey on addressing its global position. Despite being one company, international websites were disconnected with visitors viewing products that were frustratingly not available in their region. The international site still had a decentralized web administration, a lack of governance and poor user experience. The company continued its digital transformation journey to provide a platform for communicating and engaging with audiences beyond North America.
“One Atkore” for global consistency, regional flavoring
Using Sitecore’s CMS and DAM capabilities, Atkore built a modern, composable DXP that can support a consistent, global web presence with regional flavors. The strategic investment in Sitecore positioned the business to seamlessly advance to the next phase, improving engagement with, and experiences for international audiences.
With limited resources for its international digital transformation, Atkore needed trusted partners to help develop a Sitecore-powered global DXP solution. Sitecore’s place in the Gartner top quadrant plus the professionalism, experience and by-your-side attitude of Horizontal were key driving factors. Atkore was impressed by a similar challenge Horizontal had overcome with another business which demonstrated a 360-degree understanding of the customer, CDP expertise and regional site personalization by geography and language. In measuring Sitecore against competitors, Atkore found Sitecore “quantitatively higher” on attributes, among others, like extensibility and innovation.
Working with Sitecore partner Horizontal Digital, Atkore launched its “One Atkore” vision: to create a globally unified digital presence that would also allow for localized product offerings and languages. The cohesive “One Atkore” strategy and Sitecore CMS has now connected international business lines, partners, and users to each other and enabled a centralized DXP. As well as breaking down silos, this strategy has delivered global consistency and standardization while also accommodating regional differences.
Bringing all brands under one umbrella and centralizing digital assets such as product information and catalogs, now enables Atkore to accelerate information access for customers. Continuing the company’s composable strategy also means faster implementation and a consistent UI, along with best-in-class technologies.
In one year, Horizontal helped Atkore bring nine international websites onto the Sitecore DXP. Then, to further enhance their global reach, Atkore expanded their digital experience platform with advanced search and customer data capabilities to enable shopping cart functionality. This is now being extended to enable future-proofed and scalable commerce.
Sitecore helped us bring our digital vision to life by creating a more connected and consistent customer experience. In 2022, we implemented a full suite of Sitecore solutions and consolidated four websites across North America into one platform. This became a beachhead for scaling our digital presence. Since then, we’ve continued to harvest those capabilities, most recently regionalizing our experiences through localized language and product offerings. While composability was a critical factor in our decision, we quickly realized Sitecore’s solutions are not only flexible, but also best-in-class—which is why we now rely on their suite of solutions.
Efficient processes, connected experiences
Using its Sitecore DXP as the foundation, Atkore’s global expansion launched nine regionalized sites in a year across the US, Canada, UK, MEA, Europe, APAC, and New Zealand. This managed to retain Atkore’s centralized and unified brand expression while also delivering localized products, content, and languages. A brand-new region and language selector feature was designed, allowing users clear and easy access to the appropriate and relevant site experience. Documented technical and international SEO best practices were implemented to allow Atkore to rank for keywords in each geographical area.
At the same time, enhanced navigation, shop-ability and ordering, along with updated selection flows and agent locator tools make finding and ordering products easier worldwide. The Sitecore DXP also enables Atkore to quickly add additional regions as the business expands globally.
International customers now have a consistent, connected experience, enabling them to search for products and submit a single request for quotes across more than 700 product categories, four brands, nine international websites and six languages.
Performance also improved dramatically, with pages loading five times faster and 90% loading within one second. By centralizing marketing and product content and digital assets, Atkore eliminated silos, reduced duplication, and accelerated deployments to just five minutes.
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