ESAB has been running, managing and maintaining multiple, disparate and disconnected web and portal environments. ESAB needed one, seamless digital customer experience that enabled customer self-sufficiency. They needed a seamless and globally connected experience.
When I started working with ESAB, my initial impression was that this is the type of customer that Zaelab wants to work with. We know how to help them overcome their challenges and enable them for success.
—Mark White, Account Executive, Zaelab
Former commerce solution falls flat; ESAB starts from ground zero
For ESAB, their ecommerce setup had become unmanageable. Running multiple, contrasting and disconnected digital experiences result in no services of functions being consistent across the different sites. Moreover, the onus was on the customer to know where to go for information or to complete transactions. In the age of customer-centricity, this digital experience was failing user expectations and damaging the brand.
Ultimately, this issue was impacting the bottom line. The former ESAB commerce solution was not a substantial revenue driver for the company, and having paid attention to market trends, ESAB realized a replatform was necessary to stay in front of the competition and keep pace with market demands.
“ESAB is a self-aware organization — they were fully informed about the long-term implications this challenge would cause,” says Zaelab Account Executive Mark White. “They wanted to provide a better customer experience, and with existing software licenses being sunset, the time was now.”
