Retail technology is a far cry from what is was four, two or even one decade ago. Today’s retailers expect more than a row of electronic checkout lanes. Those devices are just one component of an infrastructure spanning the front-end, the back office, and the warehouse and headquarters of a modern retail operation.
In 2017, after 40 years of steady growth and providing grocery retailers integrated solutions to address these needs, TRUNO found its own brand marketing in need of some integration. The company found itself with five websites, four disparate brand names and 26 solution offerings resulting from multiple company acquisitions. To fully convey the depth and breadth of its solutions, TRUNO needed a new marketing strategy and a new website that would unify its messaging across the entire brand family.
To do that, TRUNO looked for a partner that could design, write, launch and optimize the unified site on a tight timeline. Beyond that, it needed a HubSpot-certified partner with expertise in digital content marketing. The search for both ended when they found Idea Grove.
When TRUNO engaged Idea Grove, the branding, messaging and website user experiences of its disparate brands were inconsistent, disjointed and confusing. Further, even with all its websites, not all of its retail solutions were represented online.
The Idea Grove team started by compiling a comprehensive list of these products and services. The team then created a site map that would let customers locate solutions by familiar brand names, yet also convey to all users a unified and integrated brand family.
Then the real work began. The Idea Grove team interviewed seven SMEs from across all the TRUNO companies to learn about its customers’ problems and needs, as well as to uncover the company’s true differentiators. The design and content teams then created a fresh, modern website design with a coherent message that unified—both visually and in voice—TRUNO’s core strengths, philosophies and product offerings.
While a typical website of 10 to 15 pages can take three to six months, the TRUNO site was anything but typical. Alongside TRUNO’s marketing team, Idea Grove created more than 60 pages of new content—a feat made possible only by a deep collaboration and partnership between the two companies. The team also optimized on-page SEO keywords to raise the site’s ranking in organic searches. And to the delight of TRUNO and its customers, the new site launched in only four months.
"We’ve tried working with a couple other groups before, but the professionalism and responsiveness of the Idea Grove team was outstanding. Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”
A brand-new website for TRUNO’s unified brand family can only be effective, of course, if prospective clients can find it. That’s why the Idea Grove team took care to ensure visitors to all former websites and pages were automatically redirected to the new site. They also took over TRUNO’s SEO, blogging, social content, email campaigns and new long-form content creation to start driving more leads to the site.
Working with TRUNO’s IT team, Idea Grove brought the new site online with zero interruption to TRUNO, its customers and its website visitors. Besides the website’s obvious appeal, its new design and optimized content improved SEO performance, doubling sessions from organic search in the three months following launch. In addition, by creating a better user experience, TRUNO began seeing sustained incremental growth in total website traffic and time on page.