Meguiar's International
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Meguiar’s is an American car care products manufacturer. Meguiar’s has been making waxes and polishes for car enthusiasts for close to 100 years, with a strong brand recognition in the USA. Meguiar’s has a principal USA website, and has websites for its main European markets, but was looking for an inexpensive solution that would allow local distributors to build the brand and sales in the international market. Meguiar’s International – who are based in Hong Kong - approached Pilot with an interest in our WebKite product. In response Pilot has customized a bi-lingual WebKite as a template for Meguiar’s international. With Hong Kong as the beta market, the Meguiar’s template includes a rich product portfolio where products are categorized and displayed with accessories and associated download files, including videos. There is a shopping cart and payment gateway. However, online sales in only part of the story. Meguiar’s wants to engage with its users and turn them into enthusiasts. To do this we have included a bi-lingual user forum; a gallery of “shining stars” where visitors can post pictures of their cars and testimonials of the products; and a prescriptive questionnaire which suggests products according to your car care expectations. Each month the local distributor gives prizes to the best entries. Pilot has built local sites for China, Singapore, Malaysia, India, Canada, Japan, Brazil and Thailand. By the end of 2008 Meguiar’s International will have 20 local sites up and running. Each site is maintained by the local distributor using their WebKite content manager. Meguiar’s International supports with new product content, but the emphasis is on local ownership. The major benefit to Meguiar’s has been the ability to develop a vehicle for localized content management, within an oversight structure, using a rich template which can be easily adapted, but which closely matches the US brand identity, and at a fraction of the cost, while being rapidly deployed over multiple markets. (Phew!) |
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