A unified experience to serve a global audience and multiple brands.
Lincoln Electric had created a number of disparate customer experiences to serve their vast B2B customer set and much smaller direct-to-consumer audience. Without a shared vision, plan, or roadmap guiding those experiences, they had become technically bloated and failed to truly meet any of their customers needs.
Through acquisition and global growth, Lincoln had also added multiple brands and regions to their offering. The experiences supporting these brands and regions were falling to the same fate or failing to deliver their customers with an experience that meets their needs and allows them to achieve their goals.
reduction from 6 disparate sites to 1 for customers
INCREASE IN YOY B2C ECOMMERCE REVENUE
cost to serve savings
incremental B2B eCommerce revenue