Case study

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Key results:

50%of sales leads via digital

25%of web traffic from mobile

86%reduction in print production time

Uponor is a leading provider of plumbing, indoor climate

solutions, infrastructure pipe systems, and associated

technology. Headquartered in Finland, Uponor had

revenue totaling €1.23 billion ($1.16 billion) in 2014, 3,982

employees, key markets in Europe and North America,

and exports to more than a hundred countries. Uponor

North America (USA and Canada), headquartered in

Apple Valley, Minnesota, engages in sales, marketing,

distribution, and manufacturing operations and

accounted for nearly 26% of Uponor’s total sales in 2014.

Uponor takes big steps in digital maturity

Uponor’s marketing focuses mainly on two distinct audiences:

homeowners and building professionals. Uponor North America began

its digital marketing strategy more than five years ago, with its initial

implementation of the Sitecore® Web Experience Manager to manage its

North American public websites, uponor-usa.com and uponor.ca.

The next step in Uponor’s digital marketing strategy saw the launch of

two audience-specific portal sites on the Sitecore platform to provide

customer-focused content via the web—the company’s preferred channel.

The uponorpro.com (PRO) site assists professional installers with the tools

and resources they need while using Uponor’s products on the job, and

uponorengineering.com targets engineers to help improve their efficiency

and effectiveness when they are estimating the requirements for a project.

Uponor drives digital maturity with

Sitecore® to deliver multichannel

user experiences

Case study

2

Across all the Uponor North America websites, the Uponor marketing team

has used Sitecore to produce a blend of responsive design and mobile-

optimized sites to serve its growing base of mobile users. Uponor made a

strategic decision to present essential information in formats that were easy

to navigate, such as product catalogs and case studies, pushing content it

knew mobile users would want, rather than develop a mobile version of its

entire site.

With an aggressive multichannel strategy, Uponor created an online version

of its print product catalog by connecting real-time, web-based product

content directly with print design software, using Sitecore’s Print Experience

Manager. With help from its Sitecore implementation partner, Aware Web

Solutions, Uponor reduced print production times by 86%, with a totally

new print catalog ready within 30 days. Going forward, the 150-page print

catalog is perfectly positioned to be individually personalized for customers.

Uponor’s internal marketing team went even further with the release of its

groundbreaking Digital Briefcase app for its sales teams—using a Sitecore

productivity enhancement from Accelcor Suite created by Aware Web

Solutions. Digital Briefcase extends the content already in Sitecore and

repurposes it within a sales enablement portal. The Uponor sales force now

always has access to the latest detailed product literature, videos, training,

and case studies via Apple iOS or Android devices, to use in presentations or

as reference tools.

Uponor is also leveraging many other features of Sitecore’s platform such as

Page Editor to build easy-to-maintain pages for its PRO site.

Using digital as a competitive advantage

The results to date show how far Uponor has come as a digital-focused

business. In terms of its multichannel experience offering, Uponor has had

great success with mobile engagement, with 25% of the company’s web

traffic now originating from mobile. Overall, digital channels generate more

than 50% of all Uponor North America sales leads.

These initiatives over the past few years significantly advanced Uponor’s

North America marketing in digital innovation and digital maturity, achieving

many business milestones. Yet Uponor had ambitions to further support

business growth within its professional installer and engineering audiences

with more deeply targeted engagement and personalization. Uponor

is serious about providing its customers with the best-possible digital

uponor-usa.com

“When we first started using Sitecore,

our early focus was on content. It’s

now on user experience and moving

through the Sitecore Maturity Model

to build lifelong customers, which is a

different mind-set.”

– Jon Orton

Director, Marketing Operations

Uponor North America

Case study

3

experience and sees this as critical to continuing to drive growth. “We now

position digital as a competitive advantage,” states Jon Orton, director of

Marketing Operations. “We want to make digital the best experience and

define what digital means to the organization.”

With this new focus, Uponor’s latest challenge centers on creating a

comprehensive digital-led strategy that looks across the company’s digital

ecosystem to further enhance customer experience. “We’re looking to

achieve digital maturity in an intentional manner rather than stumbling

along and hoping for the best,” states Orton. “We’ve got a solid base to start

from. Now it’s about extending and connecting.”

Moving digital forward with Sitecore

Using the Sitecore® Experience Platform™ (Sitecore® XP) and the Sitecore

Digital Maturity Model with a mix of in-house marketing resources and

Sitecore implementation partner Aware Web Solutions, Uponor is

creating plans to launch new, highly targeted and personalized professional

multichannel experiences.

“We’ve used the Sitecore Digital Maturity Model to tell our story internally,

and we treat it like a visual roadmap. We’ve said to our business leaders that

maturity is going to happen, and we show where we might align with the

model,” states Orton. He continues, “When we first started using Sitecore,

our early focus was on content. It’s now on user experience and moving

through the maturity model to build lifelong customers, which is a different

mind-set.”

Building a clear digital roadmap for the future

Using the Sitecore Experience Platform and Sitecore’s Digital Maturity Model

as a framework, Uponor’s North America marketing team knows its desired

digital maturity stage. The maturity model offers a path for digital experience

development, with the entire company understanding its digital plans and

the role digital plays in future growth and success. Rather than being a tactic,

digital is now pivotal to Uponor’s business growth plans.

Uponor’s digital maturity means that it can build further on its successful

initiatives, using digital to help the business be more strategic and building

flexibility, such as being more responsive to price changes. Uponor now

produces and analyzes digital performance statistics to continually refine its

uponor.ca

“We now position digital as a

competitive advantage. We want

to make digital the best experience

and define what digital means to

the organization.”

– Jon Orton

Director, Marketing Operations

Uponor North America

Case study

4

Solution components

§ Sitecore Experience Platform

§ Sitecore’s Print Experience Manager

§ Salesforce for CRM

§ Accelcor Suite’s Digital Briefcase App

uponorpro.com

Uponor uponor-usa.com

Aware Web Solutions awareweb.com

Sitecore sitecore.net

© 2001-2015 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Sitecore is the global leader in customer experience management. The company delivers highly relevant content and

personalized digital experiences that delight audiences, build loyalty, and drive revenue. With the Sitecore® Experience

Platform™, marketers can own the experience of every customer who engages with their brand, across every channel.

More than 4,400 of the world’s leading brands—including American Express, Carnival Cruise Lines, easyJet, and

L’Oréal—trust Sitecore to help them deliver the meaningful interactions that win customers for life.

digital strategy, building dashboards and identifying gaps and opportunities.

The company expects to further develop user experience, positioning digital as

a strategic business advantage as it endeavors to create and maintain lifetime

customer relationships. “The launch of Sitecore XP 8 is perfectly timed,” states

Orton. “It has opened our eyes to another opportunity to expand our use of the

Sitecore platform.”

“We’re looking to achieve digital maturity in

an intentional manner rather than stumbling

along and hoping for the best. We’ve got a

solid base to start from. Now it’s about

extending and connecting.”

– Jon Orton

Director, Marketing Operations

Uponor North America