Dart Container Corporation is a leading manufacturer of cups, plates, containers, lids and straws – everyday products that give people the freedom to enjoy the food and drinks they love, wherever they are.
The Dart team is on the path to Digital Transformation, aiming to amplify sales, elevate service, and empower customers. Dart commercial leaders came to Shift7 seeking a new dartcontainer.com experience for end-user and distributor sales with improved learning, browsing, and shopping. They were challenged by:
- Delivering a disjointed customer experience across functional siloes
- Not meeting rising customer expectations for digital experiences
- Missing opportunities to leverage digital marketing to amplify sales efforts
- Not helping end users or distributors make buying decisions on current website
- Too many internal processes/tools for Sales & Service to efficiently do their daily work
Solution
- An API-led architecture and API-led management platform was designed focusing on increased reuse and speed to value
- Persona-driven site design includes unique features for Dart customers include: ‘Make the Switch’ to grow share of wallet vs competitor products and ‘My list’ to save products locally
- Bloomreach Content powers a modern site experience as customers and sellers explore Dart’s extensive multi-brand product portfolio, and Bloomreach Discovery powers a robust search, filtering/faceting experience, with Google Analytics in place for KPI measurement
- Mulesoft automates what were once elaborate manual workflows, combining product data from ERP, product information from Salsify (PIM), and product imagery from Widen (DAM) into Salesforce, syndicating out to a website experience powered by Bloomreach
- Salesforce Sales & Service Cloud users within Dart have much richer product discovery experience with more robust product data to use when serving customers
- Facilitated DevOps handoff to IT team for new API-led architecture with Mulesoft, operationalizing for a new level of future application development possibilities
Platforms
- MuleSoft
- Bloomreach Content
- Bloomreach Discovery
- Google Analytics
Impacts
- Customers served industry/market based design experiences
- Rich search & browsing experience tailored to persona needs
- Customer intelligence data fueling sales interactions and marketing campaigns
- Efficiencies gained with automated manual workflows with Mulesoft, with foundation for future experience development
6
global sites operating on centralized platform
