Case IH

Case IH

Website Design & Development

The design and development of Case IH’s Parts & Services website has built a foundation for greater customer engagement and future lifecycle communication programs

The Challenge

Case IH’s marketing strategy needed to reflect farmers’ changing media habits. This required the development and launch of a Parts & Service microsite for Case IH Agriculture as an extension of both the main Australian and global Case IH brands.

Looking to communicate with remote areas of Australia across a broad demographic and psychographic spread of different types of farmers, the microsite needed to serve each farmer with what to buy, and why to buy it quickly and easily. While the younger generation of farmers are technologically well versed, the site also needed to function well for an older generation of farmers with more foundation knowledge.

With individual dealerships serving as key business representatives for the company and support networks for the farmer, maintaining these relationships and not appearing to remove dealerships from the farmers purchase decision was a key priority for Case IH. The website needed to actively connect farmers with their local dealer.

Key Insights

  • The equipment a farmer uses plays a large part in the success or failure of their crop and their livelihood. Consequently, farmers need to be able to rely on the machinery and parts that they receive from their local dealership and to feel confident that they can maintain a high quality crop yield.
  • With so many natural elements out of their control, it is even more important to a farmer to have control and understanding of the equipment and parts that they use.

Strategy & Solution

Looking to keep users engaged and able to easily navigate the site regardless of their technical abilities, we constructed a user experience that could allow both Case IH and the user to achieve their objectives on the site.

Addressing the needs of a variety of farmers, the site informs users about the value that Case IH parts and service provides with product information, and provides them with a direct contact route to their local or preferred dealer. Permission also worked to produce an explainer video for B2B use so Case IH could explain the benefits of the site to their dealership, and how it could grow their individual business when used effectively.

A user friendly CMS (Umbraco) was chosen so that the Case IH team could easily publish seasonal information and update content, providing a hook to bring customers back to the site. By using various versatile and flexible templates within the site, the door is open to add engaging video and images whenever required.

The launch of the Parts and Service website served as a foundation for deeper strategic motivations. Through a framework that facilitates data collection, the future of Case IH Parts & Service customer lifecycle communications holds great potential to further engage Case IH customers across all their farming needs.

The Results

Permission successfully delivered to Case IH their first Parts & Service website that enables:

  • Communication of Parts & Service product deals and offers.
  • Sharing of industry and seasonal information and tips.
  • Individual dealerships to market themselves and increase their customer reach.
  • Communication of Parts & Service product deals and offers.
  • Collection of information about customers’ personal farming and machinery needs that enables Case IH to build their database and deliver more tailored content in the future.