After rapid international growth, Etac wanted to consolidate its entire business under one umbrella. That involved building a shared digital estate—a task which Optimizely is ideally suited.
Etac, which was founded in Sweden, has been growing through acquisitions for many years and is now an international corporation that develops, designs and sells ergonomic mobility aids. The heart of the company lies in solutions that optimize the quality of life for the individual, their family and caregivers.
Etac realized the strategic benefits of consolidating its entire business under the same brand and creating “One Etac”: This results in a simpler way of working, as well as clearer and easier communication both with customers and internally.
Building a strong shared digital presence was an integral part of this strategy. With a complex internal setup and nine different market websites with country-specific content, it was challenging for Etac to gather everything under the same web solution at etac.com. It would also be exacting to complete the project within the specified time frame of two years. Organizational adaptations and simplifications were initially required before the actual website could be built.
The technical complexity posed another major challenge. There were different product portfolios, cultures and individuals to consider. All components had to be put into place—basic technology, design and functionality.
Etac chose to build its new website with Optimizely as a foundation, together with InRiver PIM for managing product data—a particularly business-critical function, since Etac.com is a product-based site. Etac hired Consid, Gold Partner to Optimizely, to manage the project.
Etac now has a unified digital presence and is able to offer a more user-friendly website where it is easier to find products. Visitors and shoppers notice the clarity and structure. The new website is also adapted for mobile, which makes it easy to search for products, etc. One measurable result is that web traffic to Etac has also increased.
Mikael Svensson
Chief Commercial Officer, Etac
Etac is an expansive business that offers products for people with reduced mobility, from young children to seniors, as well as products for patient transfers and lifting. The company was founded in Sweden in the early 1970s, and has a reputation for innovative and ergonomic product design. It offers world-class products for various healthcare situations, which aim to improve activity, regardless of physical abilities.
Company size: 501-1,000 employees
Industry: Medical Devices
Region: Nordic
Manufacturing and distribution
