Company Overview:
Mitsubishi Electric HVAC Advanced Products Division is a leading marketer of intelligent air-conditioning and heating technology, manufactured by its parent corporation, Mitsubishi Electric. The division was established in 1980 by Mitsubishi Electric & Electronics USA, Inc. to market air-conditioning and heating systems in North America. Since then, the division has expanded its market distribution to include Latin America, the Caribbean and Bermuda. The company’s product line includes Mr. Slim® split-ductless systems, CITY MULTI® Variable Refrigerant Flow Zoning Systems (VRFZ), compressors, PlasmaPure™ room air purification systems and a full line of accessories for the Mr. Slim product line, including Line-Hide™ line-set covers.
Challenges:
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Mitsubishi Electric’s online presence was very disparate. The brand lacked cohesiveness
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The website was purely static thus making it difficult and time consuming to maintain
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Key content was buried within the site resulting in low Search Engine rankings
Customer communications were not integrated with back-end systems
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The website was not multi-lingual, making it difficult for their Latin American consumers to engage with the brand
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Lack of online support for Consumers, Distributors and Dealers
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The website lacked a web analytics tool, making it difficult to measure and monitor site traffic, conversion rates and the overall effectiveness of the site
Implications:
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Lack of brand awareness and consumer knowledge across all product and service offerings
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Content was out dated and lacked relevancy to newer or updated product and service offerings
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Potential loss of revenue due to site abandonment
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Loss of Latin American consumers due to English only websites
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Distributors and Dealers were not motivated or incentivized to drive company sales
Solutions:
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Redesigned the website bringing all products and services under one main umbrella in order to deliver consistent technical and marketing information
Enhanced user experience by offering a more robust site, which includes an integrated, branded design, simple navigation, and intuitive information architecture
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Streamlined communication processes with the end-user, and tied into back-end systems at Mitsubishi. Site successfully generates leads for Mitsubishi, and functions as a sales tool
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Developed Administrative Tools, which allow Mitsubishi to easily maintain and update content and imagery on the website
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Implemented a Spanish version of the Website, to target the Latin American market
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Created a Dealer Extranet to aid dealers in selling Mitsubishi Electric Products and better service their customers
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Implemented Web Trends to allow Mitsubishi to track and analyze site traffic
Technologies Used:
