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Delivering a best-in-category brand experienceExel, the $4.6 billon North American supply chain management and logistics division of DHL and Deustche Post World Net, came to Shift with a newly defined brand and a severely outdated website. To develop a truly customer-centric solution, we leveraged insights from an in-depth competitive audit and customer interviews. We then utilized these insights to develop a strategy centered on the purchase process used by logistics and supply chain management clients. The end product resulted in a relevant visitor experience for all of Exel's key audiences. To elevate Exel's competitive differentiators, Shift developed a homepage that compresses the visitor experience through strategic use of a prominently placed Flash module that cycles through three key messages. To help guide the visitor to the content destination they desire, we devised an augmented navigation that utilizes rollover previews of section topics. As visitors to Exel.com experience the site, a content framework unfolds that progressively discloses a wealth of content. This enables the visitor to discover greater amounts of detail with every mouse click. |
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