Humanscale, Premier manufacturer & designer of ergonomic furniture products that improve health and comfort at work. Their award-winning solutions including self-adjusting seating, sit/stand desks, monitor arms and task lighting – inspire movement and support the user in their every posture.
Humanscale's Design Studio, based in New York City, abides by the philosophy that good design achieves more with less. They regularly partner with esteemed industrial designers and are known for history of collaboration with the very iconic designer Niels Diffrient. Humanscale, since 2007, have been honored with more than 200 prestigious awards and got featured in various museums, such as the Museum of Modern Art.
Humanscale India digital presence when digitalcrafts.in took over;
Before we took over this project, they hardly had any footfalls at their Indian local store. There were following constraints with respect to Digital Marketing in India:
1. Digital Marketing strategy formulation did not have any access to leverage the parent website.
We had to think out of the box where the entire activities are concentrated on the digital platforms relevant to the Indian market. The answer was Google my business. This project is a classic example of Google My Business, local listings, utilization to its maximum potential for a retail businesses.
2. The second thing we realized, we need to focus more on categories having high acceptance in the Indian market. In order to decide the categories, extensive research was executed on the emerging trend on the ergonomics furniture and its competitors. We got various insights with respect to product category, its quarterly growth in demand and other trending sub-categories.
3. Individual product landing page strategy - Since we did not have any access to the global site of humanscale and properties associated with it (Search console, GTM, GA, Social Media Channels, Ads manager). Hence, we realized that we need to drive our digital strategy via individual product landing page. For all the landing pages we had to set up search console, GA, GTM to track different matrices i.e. Clicks, Conversions, CTR, Bounce Rate, Session Duration, and more).