Modular Lighting achieve business success and revitalize commerce offering with Optimizely's CMS

Introduction

Modular Lighting Instruments, a leading architectural lighting manufacturer, embarked on a transformative journey with Optimizely to transition from traditional marketing methods to a dynamic, customer-focused digital strategy. The challenge was clear: their existing marketing efforts were not scalable, and their online presence was outdated. With the help of Optimizely and partners Delaware, Modular Lighting not only revamped their website but also redefined their entire approach to engaging with customers.

Challenge: Transitioning from traditional to digital marketing

In 2018, Modular Lighting made the bold decision to fully embrace digital marketing, moving away from their reliance on printed catalogs and trade fair booths. This shift was risky, especially given their limited experience with digital tools. The primary challenge was to create a website that catered not only to resellers but also to interior designers—the end users of their products. This required a deep understanding of their audience, which led to the creation of "Aurélie," a fictional persona representing their ideal customer.

Solution: Optimizely’s role in the transformation

Understanding the needs and behaviors of "Aurélie" was crucial in guiding Modular Lighting’s digital transformation. With Optimizely's content management system (CMS), Modular Lighting was able to create a dynamic and scalable platform that allowed for real-time content updates and optimization. This shift empowered the marketing team to focus on creating meaningful customer experiences rather than being bogged down by technical limitations.

Optimizely's platform also integrated seamlessly with Modular Lighting’s existing systems, including their product information management (PIM) and digital asset management (DAM) systems. This holistic approach ensured that the right content reached the right audience at the right time, significantly improving the customer journey.

Delaware's partnership elevates Modular Lighting to success

A critical component of Modular Lighting's successful transformation was the involvement of Delaware, a long-standing partner known for its expertise in SAP solutions. Delaware played an instrumental role in guiding Modular Lighting through the complexities of their digital transformation. With their deep understanding of both the technical and business aspects, Delaware provided essential support in implementing and integrating the various systems, including  Optimizely CMS and Delaware's existing PIM and DAM platforms.

Their approachability and solution-oriented mindset were key in bridging the gap between Modular’s marketing and IT teams, ensuring that every decision made was in the best interest of the customer. Delaware's involvement not only facilitated the smooth execution of the project but also helped lay the foundation for future digital initiatives, making them an indispensable partner in Modular Lighting's journey.

Results: A cultural and technological shift

The implementation of Optimizely's CMS marked a significant cultural and technological shift for Modular Lighting. The team moved from a product-centric mindset to a customer-centric approach, constantly questioning whether their strategies aligned with the needs of their customers. This cultural shift, combined with the technological advancements enabled by Optimizely, led to a "conversion culture" within the company.

The new website, optimized for interior designers, saw a significant improvement in user engagement and conversions. The project also laid the groundwork for future innovations, including a self-service customer portal, a powerful recommendation engine, and enhanced order management systems.

Conclusion: Optimizely as a catalyst for future growth

The collaboration between Modular Lighting and Optimizely not only addressed immediate challenges but also set the stage for long-term success. By bridging the gap between marketing and IT, and by providing a scalable platform for growth, Optimizely played a crucial role in Modular Lighting’s ongoing digital transformation. The partnership has positioned Modular Lighting to continue innovating and meeting the evolving needs of their customers in the years to come.