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Supporting Vari’s Rebrand and Transition to Salesforce

Quick Take:

Vari is a workspace innovation company, selling products globally to those who need standing desks, office furniture, and other workspace solutions. The brand is committed to selling quality products with a streamlined process and superior service. More than 98% of Fortune 500 companies around the world use Vari products.

Challenge:

When standing desk pioneer Vari undertook a major rebranding, Merkle was right beside the office solutions innovator, leading its digital transformation. Vari was not only keen to expand into B2B markets, but also to show the global marketplace that its solution portfolio extended to a much wider catalogue of products and services, including more than 200 workspace-focused products.

Merkle and Vari focused on content and enhancing the customer experience, as well as the look and feel of the new Vari websites. This included the need for buyer guides and quizzes, as well as content-heavy product pages, articles, videos, and supporting material to modernize Vari’s brand identity.

Approach:

Merkle orchestrated a full-scale transformation, including the global rollout of the Salesforce suite, covering the U.S., Canada, United Kingdom, European Union, and Australia. In total, the agency built 70 content modules for Vari, making sure that pages were SEO-friendly at all times.

Results

Merkle delivered five high-performance global commerce sites on Salesforce Commerce Cloud, along with implementing Salesforce Marketing Cloud and an array of solutions and services. Today, Vari is seeing stand-out results in B2B and B2C channels as customer engagement is elevated and sales rise, including:

Higher conversions

Strong follow-on purchases from existing clients

Smooth transition to new technology with no decline in web traffic

Keys to success

  • Personalized communications to new customers.
  • Optimized search strategy to drive traffic and generate leads.
  • Enhanced analytics for a holistic view of the customer.

Discover how we did it. Contact us today.

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