Opening Doors for a Global B2B Brand
ASSA ABLOY is one of the largest manufacturers of security and access control solutions in the world. They are a Swedish conglomerate present in more than 70 countries, and are the market leaders in mechanical and electromechanical locking, access control, identification technology, entrance automation, security doors, hotel security, and mobile access solutions.
Their electromechanical solutions group has five brands—Adams Rite, Alarm Controls, HES, Securitron, and Lifesafety Power. ASSA ABLOY’S electromechanical division had never had a transactional ecommerce presence—until now.
Together, Corra &
A Forward Thinking B2B Shopping Experience
Every project Corra works on has a different set of challenges. One of the most unique challenges is building a brand’s first transactional commerce experience—doubly unique when that brand is B2B. In these situations, Corra is empowered to build B2B websites that are welcoming, and offer the high level UX traditionally found in D2C storefronts.
Building an ecommerce storefront from the ground up gives Corra the chance to establish best-of-breed practices and solutions, setting up the partnering brand for growth in the coming years. Though ASSA ABLOY’s electromechanical solutions group had never had a transactional ecommerce website, Corra was confident we could build one that would unlock their website’s full potential, serving existing shoppers and creating a transactional service to welcome in new customers.
Five Different Brands, One Seamless Journey
Corra needed to build an ecommerce experience that spanned the entire customer journey—discovery through purchase—and that journey needed to showcase and educate customers about ASSA ABLOY’s products. Adding to the complexity, ASSA ABLOY’s electromechanical solutions group has five subsidiary brands, that all needed their own websites under the ASSA ABLOY umbrella. These websites had to contain all those brand’s products and SKU permutations, while keeping the sales experience seamless regardless of which brand was being shopped. It was crucial that the discovery, navigation, and purchase loops were integrated and intuitive.
Building Websites that Drive Revenue
We believe in initiatives that don’t only sound good, but drive revenue. For this project, it was important that data and user experience be taken into account when making UX and experience-forward decisions so that their commerce solution brings value to the ASSA ABLOY organization.
Corra’s work doesn’t only touch customers, we also want to make sure we’re building technology that is functional and efficient for our partners. Because of ASSA ABLOY’s deep roster of products and product permutations, a part of Corra’s challenge with this project was to build a data storage system and feature rich backend that offers efficiency for ASSA ABLOY’s internal use. The system had to be able to store large amounts of data, and have that data be easily updatable across different systems and platforms.
Corra loves to deliver on a challenging build. Our work with ASSA ABLOY fit that initiative like a key into a lock.
Headless Architecture Opens the Door to the Future
With all the product optionality needed in ASSA ABLOY’s storefront, a headless build on Adobe Commerce and Adobe Experience Manager was the only way to satisfy those needs. A headless build frees merchants from a rigid backend and allows product information to be updated and scaled more quickly than a monolithic architecture permits. To foster efficient project management, the PIM system was integrated with Adobe Commerce and Adobe Experience Manager. Because of this integration, any update to product information is registered across every channel, platform, and system simultaneously. Corra’s websites are built to prioritize efficiency and growth, and in this case, a headless build integrating multiple systems and platforms offered the best solution suite for all involved.
Making the External Configurator an Internal Configurator
Previously, customers used an external part configurator to assemble and discover products for their security needs. This was less effective because there was no internal tool to help customers discover, filter, configure, and purchase their products in the same place. Now, ASSA ABLOY’s website has consolidated and synthesized the shopping loop—discovery, configuration, and purchase happen on the same page. Customers are able to use the website to learn about and discover which products they need, as well as being able to filter their searches and receive insight and guidance when it's time to configure their products. Customers can make the purchase on the same interface they discovered the product on. This consolidation of webpages and product insight drives revenue and creates trust between brand and consumer.
Heuristic Audit and User Surveys
One of our core principles is to make decisions using data so that the initiatives we build for clients are built on proven processes. For ASSA ABLOY, we took a large survey of users and asked them to document their experience. We analyzed usage and interaction with nearly all aspects of the website, from header, to search functionality and mega menu structure, all the way to quick link navigation and mobile performance.
The results allowed us to make actionable changes to the details of the website that are proven to yield repeat customers and higher conversion metrics. These changes include bypassing confusion with similar product types by grouping similar products into lists instead of being able to find individual products through search only. This way, if a customer is looking for deadbolts for an electronic lock, they won’t have to individually find each deadbolt, but instead, all similar products will appear in list form with compatibility and configuration options appearing in checkable boxes. This makes shopping for products, and choosing the right product easier.
Other changes include different filter formatting between mobile and desktop so that customers on mobile can more easily use the filtering system, which is so crucial to finding the correct product. Discoverability was improved across the site by removing copy clutter and increasing the size of key action items, like the buy now button. Personalization features such as product recommendations for similar products were implemented to create pathways through the website for distinct user types.
These small but revenue-driving changes are not an art but rather a science. Through analyzing data, Corra highlighted what ASSA ABLOY’s website did well, and improved the aspects of the customer journey that were increasing bounce rate.
TotalCare is the Highest Level of Security
Corra’s TotalCare program is a managed services initiative that proactively problem solves and iterates partnered websites. TotalCare doesn’t wait for issues to arise before fixing them, but instead offers consistent and rigorous system appraisals so that our partner’s websites are optimized, updated, and improved before anyone even notices an improvement could be made. TotalCare’s value doesn’t only serve the present, it offers future-oriented strategies. The appraisal of our partner's websites are constant so that new solutions and updates are discovered to ensure that our client’s websites are not only breath-takingly fast and modern when we finish them, but that they remain so as long as they’re partnered with TotalCare.
ASSA ABLOY is a brand centered around security, and so it is unsurprising they signed up for TotalCare to ensure that their state-of-the-art B2B transactional website will remain modern and boundary pushing for years to come under Corra’s guidance.
When this project began ASSA ABLOY had a website using an external configurator with no purchasing apparatus to speak of. At the end of this project, ASSA ABLOY has a seamless, all-in-one, omnichannel transactional commerce experience that houses every part of the journey for five electromechanical solution brands. From navigation to purchase and everywhere in between, customers are treated to a secure and reliable experience through a fast and intuitive storefront. ASSA ABLOY’s new websites increases a customer’s average time on a page, decreases bounce rate, and increases session per user. Through their partnership with Corra, ASSA ABLOY is set up to give their customers everything they expect and more for years and years to come.
“Project management skills, transparency, flexibility, and advice throughout our entire project have been phenomenal! Corra’s agile process defined the overall project cadence and set the standard for attention to detail across multiple agencies in a complex AEM build.”
PMP, Sr. Marketing Technology Specialist