The repositioning of an iconic global brand
Early 2016, Kodak Alaris Information Management, a global provider of information management solutions, started a brand repositioning project. The overarching theme revolves around the challenges that all businesses face with digital transformation. Dealing with digital information can be complex and chaotic, leading to a loss of productivity and efficiency. From the preparation of documents, to the capture of information from paper, to the routing of data into a business process, to finally collecting and dealing with the hard copy documents after scanning. Not to mention the various places that data can be input from or output to, such as mobile, cloud, ECM systems, and other repositories as part of the process.
This is where Kodak Alaris Information Management (KA-IM) is now playing a leading role: in the digital transformation of its worldwide customer base. It does so by providing the hardware, software, and services to reduce the cost and effort needed to rein in the complexity of information management, thereby transforming data into a real competitive advantage.
A digital transformation, supported by The Reference
Since June 2016, Kodak Alaris Information Management and The Reference have been collaborating intensely to map out KA-IM’s own digital transformation in the form of a new digital strategy to support the company’s repositioning.
The Reference took on the challenge proposed by Mr. Siddharta Bhattacharya, Kodak Alaris Information Management VP of Global Marketing: help drive this transformative process and create a fully renewed global website that reflects as well as activate Kodak Alaris Information Management’s transformed identity.
"The new Kodak Alaris Information Management website plays a pivotal role in today's buyer journey. With The Reference, we have created a site that addresses the needs of today's digital customer. It is aligned with real world customer challenges." says Siddharta Bhattacharya, Vice President Global Marketing at Kodak Alaris Information Management.
During a strategic sprint week at the Kodak Alaris Information Management global headquarters in Rochester, NY, The Reference and KA-IM collaboratively made the necessary strategic choices for this transformation to succeed.
Based on market research, The Reference drew up strategic options and helped decide on the global brand archetype. This resulted in a definitive brand identity and corresponding visual design, the online value propositions for the different stakeholders and ultimately in a tangible prototype of the website.
Thanks to the close collaboration with the KA-IM business stakeholders, the team discovered a unique online competitive advantage. Now, a large part of their website is focused on the real-life business problems customers encounter and on how they help overcome these challenges such as Mailroom Automation, Forms Processing, Customer Onboarding, Accounts Payable, and Records Management.
The website is built on the powerful Sitecore Experience Platform, of which The Reference is a Platinum Partner. This technological choice not only guarantees technical sustainability, but it also adds an extensive range of digital marketing capabilities to the KA-IM teams. For example, when a visitor gets in touch with KA-IM through the website, the sales team knows what industry the visitor is from, the size of her company and what business challenges she is confronted with. This increased customer knowledge dramatically improves customer centricity.
The Reference is implementing the website using the agile methodology. After each sprint, parts of the old website are replaced with new parts (business challenges, solutions, home page, …). Kodak Alaris Information Management is now able to gain business benefits (such as the aforementioned increased customer centricity and resulting improvements in sales efficiency) in the shortest possible timeframe.
"This is exactly the kind of update that helps resellers, partners and sales people to start the conversation earlier than ever. The new website makes us stand out in the market and gives a competitive edge. Ultimately, it will give us and our partners the opportunity to win more deals", says Julie Shanahan, Marketing Director, US&C at Kodak Alaris Information Management.
Although the implementation is not fully done yet, The Reference’s integrated approach in strategizing, conceptualizing and implementing the digital repositioning of Kodak Alaris Information Management has already proven successful. Industry analysts worldwide have already picked up on Kodak Alaris Information Management’s transformation and have reported positively on it across the board. But also partners, customers and internal staff unanimously praised the results of this collaboration between KA-IM and The Reference.
"By the end of the year the whole Kodak Alaris Information Management website will be renewed”, says Olivier Deneef, Client Service Director at The Reference New York, "but this is just the start of Kodak Alaris’ digital transformation process. In this short amount of time our collaboration has already proven to be very valuable to Kodak Alaris Information Management, and we have set out on a long-term partnership that will sustainably secure Kodak Alaris Information Management’s leadership position."