Blackmores’ revolutionary new website puts health-minded consumers in the driver’s seat.
Working with Sitecore partner, Bullseye, Blackmores has created a destination that is set to become Australia’s biggest online community dedicated to natural health. The new website is personalized to each individual who joins, and is designed to inspire, inform and educate Australians to better health.
Blackmores, Australia’s leading natural health brand, improves peoples’ lives by delivering the world’s best natural health solutions, to become peoples’ first choice in healthcare. We achieve this by translating our unrivalled heritage and knowledge into innovative, quality branded healthcare solutions that work. Our high quality products, reliable free naturopathic advisory service and award-winning website are among the many reasons Blackmores is the most trusted name in natural health.
Blackmores wanted to offer their consumers a better online experience that would put them in the driver's seat.
The Sitecore CMS solution was selected as the best digital platform upon which to create the new website. Key elements that influenced this decision were:
Online Marketing Suite: Blackmores wanted to take advantage of intuitive profiling capabilities within Sitecore, rather than having to rely on upfront information from the consumer. The aim was to refocus from a product/condition-centric approach to a customer centric one by providing a personalized experience.
Features: Sitecore’s features such as content versioning and rollback, Search Engine Optimisation, international content workflows, personalization, user-generated content, etc.
Flexibility: The Sitecore product range offers integration with common products in use or originally proposed to be used within new Blackmores site, such as Microsoft Active Directory, Microsoft CRM and Microsoft Sharepoint.
Blackmores extended the solution in two major ways:
- They built a report abuse module that was used across many different areas of the site where user-generated content was being introduced into the site. In general if user-generated content contained certain banned words or if users reported abuse, then a workflow was initiated. This workflow notified site content admins and the content was prevented from publishing until it was verified and validated. The interesting implementation was the mix of Sitecore admin functionality and screens and showing the offending content in-place (on live pages) alongside it.
- Bullseye also tapped into the OMS collected statistics to build custom recommendation features into the site that go beyond what the OMS offers in terms of hiding or displaying certain sections of the page.
The traditional ‘one-size-fits-all’ website has been replaced with a site that can be personalized for each of their 288,000 members. This is generated from each member’s nominated interests and interactions on the site. Members can view and share updates on the most popular topics that have been read and discussed by the rest of the community, and access an array of health-related communities where they can chat about the topics that matter most to them.
According to Jason Davey, Bullseye, “Consumers have little patience for irrelevant content, and everyone’s health and fitness outlook and experience is different. Using the intuitive features of leading-edge technology, we have built a website for Blackmores that offers a totally personalized user experience. It’s slick, clever and designed entirely to delight each individual visitor.”
- Report abuse module
- Custom recommendation engine utilizing accumulated OMS data