Ryobi Tools case study

Ryobi
Background
Ryobi is a market-leading power tool manufacturer, using innovative technologies to
deliver safe and efficient tools for use in the home and garden.
uk.ryobitools.eu
Ryobi is a brand within the international group Techtronic Industries Co. Ltd. (TTI), a
global employer of over 20,000 people with a brand portfolio including Milwaukee®,
VAX® and AEG® power tools amongst others.
Goals
Ryobi’s mission was to refresh the design of their website, while seamlessly managing
their products, and engaging with their visitors.
Industry
Retail—Tools
Partner
As a market-leading power tool manufacturer, they wanted to showcase their
innovative products in a clean, functional design. It needed to feature both highresolution imagery, and detailed product specifications. They also needed to clearly
promote and direct visitors to new products. Due to their many products, integrating
with their product information system was vital.
NetConstruct Ltd
Riverview Court
Castlegate, Wetherby LS226LE
United Kingdom
www.netconstruct.co.uk
The navigation had to be user-friendly, helping visitors to quickly filter and navigate to
what they were looking for.
Claire Locker – Account Director
01937 545215
clairelocker@netconstruct.co.uk
Finally, increased engagement from website visitors was a high priority. Ryobi wanted
to not only attract new visitors, but engage and interact with them, alongside existing
customers.
As a non-ecommerce site, Ryobi wanted to prove the websites ROI by including a key
call to action: to locate the nearest store.
Challenges
A critical requirement was that the new Ryobi site had to be cloned across 15 EU
country sites.
Solution
Brand redesign
TTI-EMEA redesigned Ryobi’s website to include high resolution imagery of the
products in use, which they featured as background images throughout the site.
This made the products appear more appealing, but also helped the target audience –
the consumer – to see how the tools could be used to improve their home or garden.
User-friendly Navigation
In order for users to easily find their ideal product, TTI-EMEA delivered a user-friendly
navigation using sophisticated filtering. On the main navigation they can select from 4
key areas, which each feature a detailed drop down, and within each can filter by
important specifics such as power source and category of power tool.
Systems Integration
As Ryobi have a vast product range that is constantly being updated, they had their
own internal Product Information System (PIM) which held all product information
including name, images, descriptions and more. To save man-hours of work on
replicating the entire product catalogue on the website, TTI-EMEA carried out bespoke
integration with Ryobi’s PIM. The result is that a product feed automatically updates
existing products on the site and adds new products, reducing the amount of repetitive
work being done on the site and keeping vital product information in one central place.
Increased engagement and interaction
To increase engagement and interaction on the site, TTI-EMEA created the “Project
Centre”. This key area of the site features exciting things to do in your own home,
including How-to tutorials, such as “How to build a dog kennel” and “How to build a
rocking horse”, DIY tips, and a live social feed.
TTI-EMEA also added the functionality for customers to leave reviews and added a star
rating. This allowed popular products to be featured highly and enabled the loyal
customer base Ryobi already has to become promoters of their products.
Email newsletter sign up
In order to keep in touch with
visitors, increase brand awareness
and update customers and buyers
when new products are available,
TTI-EMEA created an email sign
up on the home page and created
bespoke landing pages to collect
email addresses. The landing
pages are optimised for
conversions, and feature a
competition to win an entire
range of power tool products as
an incentive to subscribe. They
include a video and a preview of
the innovative products they
could win.
This has then been integrated into their email newsletter delivery. The email
newsletters Ryobi sends are partly dynamic, meaning that their email newsletters are
automatically created to include new products recently added to the site. This has
vastly reduced the amount of time spent on creating and sending email newsletters.
International reach
Ryobi wanted the site to work across 15 different languages, with an aim to expand
further after launch.

Every language version can have its own site structure that is completely
independent from other languages.

Easy for a content admin to see which documents are not translated yet or
which are outdated in comparison to the default language.

If a document is not translated into the required language, the website can
optionally display the default language version. i.e EU or UK.

TTI-EMEA built a bespoke translator importer to allow Ryobi to import their
translations for all hard coded text regions on the site, straight into the CMS by a
click of a button!
ROI
Primarily to make the site more user-friendly, but also to help in
understanding the potential ROI from the site, TTI-EMEA
included a call to action throughout to locate the nearest store.
This is included on every product page, to enable users to search
out their ideal product, and then use their postcode to locate the
nearest store displayed both on a map and in a list.
Results
The competition and landing page have been incredibly
successful. Ryobi used a combination of YouTube pre-roll and
display to drive targeted traffic to the competition page. Over
just one month they achieved:

20k visits to the site.

2k conversions (new email subscribers).

An 11% conversion rate.
Key criteria for choosing Kentico




Kentico’s reputation as a leader in creating and managing corporate sites and
online stores
Global scalability
Usability
Easy to use back end for the RYOBI team