Making Progress Possible for More Than 90 Years
Caterpillar is the world's leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines, and diesel-electric locomotives.
MIGRATING FROM A LEGACY PLATFORM TO A DIGITAL INTERFACE
The manufacturing giant needed to undergo a digital transformation to modernize its customer-facing systems in order to keep up with market demand and remain competitive.
Caterpillar has worked hard to develop strong relationships with its customers and distributors over many years. While digital transformation was an imperative, it was critical that undertaking one did not replace or minimize existing customer relationships, but instead take them to an entirely new level by incorporating technology and connectivity with customers and their assets.
Specific challenges included:
- An outdated website platform with multiple customizations and no consistent user experience across desktop and mobile devices
- Content was not easily updated, and marketing campaign tracking lacked consistency
- eCommerce order integration with dealers
The legacy platform's constraints compelled Caterpillar to embark on creating a digital strategy and finding a solution to effectively manage customer-facing online marketing initiatives.