Since its founding, Lindy, a manufacturer of computer and audiovisual connectivity products, has been in the business of providing solutions to buyers that require expertise and attention to detail when purchasing. Lindy sells their products across numerous channels throughout the world which requires a global approach to content discovery.
We spoke with Michael O’Connor, Lindy’s Head of Global Marketing who leads a team of marketing and creative professionals throughout Europe and Asia, to discuss Lindy’s Content Discovery journey.
Zoovu: Any business can attest to the difficulties in managing product data and content for omnichannel efforts, can you tell us about some of the pain points your team experienced prior to using Zoovu?
O’Connor: We sell in multiple countries, so that means we have multiple websites that use different web platforms but have very similar product portfolios with some slight differences depending on location. Think about the differences in outlets in Europe vs the US vs the UK – each region has some nuances that our product data must accurately reflect.
Using various web platforms in our different selling regions meant we couldn’t scale certain programs or initiatives.
For example, prior to using Zoovu, we developed and used a bespoke product configuration tool. Because it was built in-house, we couldn’t scale it across our global web platforms, meaning we could only use it for our UK ecommerce channels. In addition to the configuration being unable to scale, it was also limited in the way we could design flows and add and remove content. This made it difficult to add new products and modify the configurator experience.
Zoovu: It sounds like Lindy needed a solution to ensure a consistent content discovery experience for cross-border selling. Can you tell us why Zoovu became the right choice for your team?
When it comes to communicating our products, content and search is everything. We need to make our products and solutions easy to find. Once a customer finds what they are looking for, the information we provide needs to be clear, comprehensive, and user-friendly.
O’Connor: This is a persistent challenge for technical products like ours. Customers need to trust they are purchasing the right set of products and that they are compatible with each other and their technical environment. Purchasing the wrong cable can mean the product doesn’t work.
So, when we looked for a content discovery solution, we wanted an industry-standard solution that supported multiple languages and gave us freedom and control in design in addition to the creation of question flows and user experience. It’s important that we could still put our own spin on the experiences – we know our customers well and our digital experiences need to reflect that. Zoovu enables us to make our content easy to find and be used in different types of experiences, like Digital Assistants on our own website and on channel partners.
As we’ve used the platform for the last few years, I’ve noticed some of the clever functionality within the Zoovu platform that I’ve been surprised by and appreciated the thought that has gone into making the platform so useful and powerful.
Zoovu: You’ve mentioned needing a solution that can help with multiple languages, can you tell us Zoovu helps with Lindy’s cross-border selling?
O’Connor: Currently we are using Zoovu on our own sites in German, French, Italian, and English. Zoovu’s ability to easily generate multi-language versions from English is very powerful and useful as a global brand. We can create a templated version of one Digital Assistant and then duplicate, translate, and make slight modifications for the different regions.
Our next goal with content discovery experiences is syndicating on channel partner sites, which we expect to be a seamless process thanks to Zoovu’s multi-language functionality
Zoovu: Finally, what is your advice to others who might be considering Zoovu?
O’Connor: First, make sure you have your product data in order as this is vitally important as you build the flows and design the questions and UX. Second, make sure you have a clear idea of what you would like to achieve. These two elements will ensure a successful implementation of Zoovu.
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