Case Study

Fully strategic digital communication plan including website and intranet build for improved customer relationship and internal management

Brief

Mayflex is the UK’s largest distributor of cabling infrastructure, networking and physical security products with a fantastic reputation for partnering installers and integrators. The company was set up in 1917 and has become a leading distributor in its field through dedication to customer service and ensuring they are at the forefront of new technology.

Mayflex were looking to redevelop their website to improve client experience, revenues and empower the Mayflex brand on a global scale. The website was to become an extremely valuable tool for clients, opening communication channels between client and Mayflex to maximise business opportunities.

Red Ant's challenge was to create an online presence that enhances but compliments the Mayflex brand. The website needed to entice visitors to view and return, but also to purchase products and services thus increasing the conversion rate. Red Ant needed to deliver a complete online strategy including search engine optimisation and also an intranet for Mayflex to securely share any part of the organisation’s information and operational systems with the employees.

Strategy

Red Ant developed a bespoke website that reflects and highlights the Mayflex brand. The website includes functionality which ensures an intuitive user experience for accessible content. Advanced functionality such as; a ‘Branding Partner’ allows a client to upload their logo and submit a case study about working with Mayflex, this in turn creates a pdf for other users to download and read once approved by Mayflex. Full details of products and services allows cross sell and up sell across ranges maximising exposure and optimum conversions. An events section allows Mayflex staff to set up events, highlight importance and previous events can be duplicated/edited for those that are reoccurring.

The intranet improves the overall internal communications of the company and allows quick access to relevant resources and information about projects, products, services and processes.

Execution

The design, build and deployment of the website and intranet took a total of four months.

The website offers an online brand experience with new intuitive content whilst keeping the user journey simple and easy to navigate. The site allows existing and potential customers to receive a quote on products. There are related products to promote cross sell and up sell, enabling users to find other products they may need/want with ease, potentially increasing their spend with Mayflex.

The intranet allows for employees across Mayflex and its sister companies to view all information surrounding the organisation. There are search facilities, telephone directories, access to sales statistics, internal news and events, competitor analysis and company documentation and information to allow easy access for reference and guidance.

Results

The website has created a streamlined approach to the Mayflex quotation and follow up purchasing processes. They have seen huge increase in sales since the launch of the website and an increase in information enquiries.

With regards to the intranet Mayflex have been able to increase productivity within the company since use began. They have been able to centralise all information so that employees can find it all quickly and easily. It is even easy for an employee to find the telephone number of another employee within any of the companies due to the data kept on the intranet. Employees have said that since the launch of the intranet they are more time rich to do their job rather than searching for information.