For the Japanese brand Echo, we have created a multi-market platform for its Garden + range. Whether you're a professional or a private user, you'll find zero-emission battery-powered garden tools.
Echo is a brand of the Japanese Yamabiko Group, active for over 75 years in the development and manufacture of garden tools for professionals and private individuals. Today, the group has 3,500 employees worldwide. It's a story just the way we like it: its founders started out in Japan with a simple backpack sprayer in 1950, and went on to become world leaders in the sector.
We never compromise on the quality of our products, which are renowned for their lightness, power and reliability, and our firm commitment to reducing our ecological footprint. With this in mind, Echo markets battery-powered gardening tools.
Your mission,
if you accept it…
- Echo : “We want to expand our market to private individuals, with a focus on Europe. The website we're asking you to create must be as didactic as possible, as we're no longer just targeting professionals”.
- Us : “Together, we're going to move from a catalog site to a quasi-e-commerce solution. European customers will be able to find out about every product, every part, every specificity in the catalog, as well as the nearest retailer”
To achieve this, we worked closely with our marketing teams to understand the needs of private individuals. Why do they go online to find the rare pearl that will help them maintain their garden? A particular focus was placed on the batteries and advanced functions of Garden + products.
Making garden tools classy
One of the challenges was to address both customers and resellers. Customers have a space where they can register the product they have just bought and benefit from an extended warranty. Resellers and dealers have a private area to manage the data of registered users.
Language was another challenge: Garden + is a multi-market, multi-lingual site (16 languages). Finally, there's the challenge of evolution: the Garden + site will automatically evolve to add new products in the future.
We concentrated on the product catalog, which we wanted to be elegant and inspiring, built on the foundations of Drupal Commerce. After all, just because you're gardening in Saturday clothes doesn't mean you can't offer a slightly chic web product...
The challenge was to make it as simple and straightforward as possible for everyone to shop on the site. For this to work, we had to be as didactic as possible. This involved video tutorials, very clear explanations of each product, and a great deal of empathy by featuring gardeners like you and me.
The key features
Drupal,
this natural-born polyglot
How can you avoid the time-consuming and error-prone task of copying and pasting site content for each language? With LanguageWire's Drupal Connector. It allows you to send texts and receive translations in the CMS. The result? Guaranteed time savings and less risk of errors.
This was THE challenge for the Garden + site: managing translations, especially for a site that's constantly growing. Fortunately, here again, Drupal saved the day with its optimized translation management framework (TMGMT). Thanks to TMGMT, we were able to set up a global translation solution and specific procedures to rapidly activate 16 countries and languages, while retaining the necessary control and flexibility.
So, are you ordering this cordless chainsaw?
