United Rentals, a leading equipment rental company, faced significant challenges managing its vast and complex product catalog. Decentralized content entry, inconsistent data quality, and disparate platforms resulted in content errors, missing information, and a disjointed brand experience. To address these issues and improve online conversions, United Rentals partnered with VML to implement a comprehensive content and asset management solution powered by Acquia. This case study details the implementation of Acquia's Product Information Management (PIM), Digital Asset Management (DAM), and Cloud Platform, highlighting the significant improvements in data quality, efficiency, customer experience, and brand consistency achieved by United Rentals.
United Rentals
Unifying Content and Assets with Acquia for a Seamless Customer Journey
Client
- United Rentals
Office
- Kansas City
Background
Challenges
Disparate systems and manual processes resulted in inaccurate and incomplete product information, leading to customer confusion and frustration.
Inconsistent data across various channels (website, mobile app, Salesforce Marketing Cloud) weakened brand identity and messaging.
Manual content entry and correction processes were time-consuming and resource-intensive, hindering productivity.
The existing infrastructure lacked the scalability to support future growth and expansion of the product catalog.
Solutions
Acquia PIM (Product Information Management): Implemented as the single source of truth for all product information, enabling standardized content creation and streamlined workflows. A formal content approval process was established within the PIM to ensure data accuracy and consistency.
Acquia DAM (Digital Asset Management): Provided a centralized repository for high-quality media assets (images, videos, documents), ensuring brand consistency and easy discoverability.
Acquia Cloud Platform: Hosted the Drupal e-commerce website and facilitated seamless integration between the PIM, DAM, and other critical systems.
Integration Platform: A cloud-based integration platform connected the PIM and DAM to United Rentals' Drupal e-commerce website, Salesforce Marketing Cloud, and mobile app, automating data updates and ensuring consistency across all platforms.
Technical Implementations
Acquia PIM was established as the single source of truth for all product information.
A formal content approval process was implemented within the PIM to ensure data accuracy and consistency.
A cloud-based integration platform connected the PIM and DAM to United Rentals' Drupal e-commerce website, Salesforce Marketing Cloud, and mobile app, automating data updates and ensuring consistency across all platforms.
Consumer Benefits
Seamless experience: Consistent and engaging experience across all touchpoints.
Premium content: High-quality, relevant content tailored to the luxury market.
Easy navigation: Intuitive navigation and user-friendly interface.
Enhanced discovery: Dynamic content hub and image gallery facilitate product discovery.
Personalized interactions: Potential for personalized content and recommendations.
Business Benefits
Increased efficiency: Streamlined workflows and automated processes save time and resources.
Enhanced brand consistency: A unified platform ensures consistent messaging and brand identity.
Improved scalability: The platform can easily accommodate future growth and expansion.
Reduced costs: Lower operational overhead due to automation and improved efficiency.
Data-driven insights: The platform can provide valuable data on user behavior and content performance.
Results
Conclusion
By embracing the Acquia platform, United Rentals successfully overcame its content and asset management challenges, achieving significant improvements in data quality, efficiency, customer experience, and brand consistency. This successful implementation demonstrates the power of a centralized and integrated approach to content and asset management, positioning United Rentals as a leader in its industry. The project highlights the value of a well-defined content strategy, robust technology platform, and strong partnership between United Rentals, VML, and Acquia.
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