It is with pleasure that our clients Industries Lassonde and its subsidiary A. Lassonde (juice division) are launching their new Web presences. Following colossal strategic planning work with the parent company and its subsidiary, we were able to collaborate in order to develop a sustainable strategic vision. The Lassonde corporate site was born on the summer solstice and the Oasis site , the day after American Independence Day. These outings are the start of a vast deployment plan comprising 14 sites that will gradually come into being over the course of the year. The Web production and design work was the work of our TP1 collaborators .
MANDATE
Lassonde asked us to carry out strategic Web planning for Industries Lassonde and A. Lassonde in order to review the way they communicate with their clients.
SOLUTION
Initially, Lassonde wanted to redesign its umbrella sites for the two corporate brands. Beginning with the analysis of user search trends and with the comparative analysis of the competition, we were able to quickly validate our hypotheses: users do not know the subsidiary, but they know the Lassonde brand and its juice brands. In addition, by carrying out a half-day work session with the brand managers, we were able to identify the personas of the 13 Lassonde brands. Each persona has a degree of affinity with the personality of one or more brands. This user-centric analytical work was instrumental in guiding A. Lassonde.
We have therefore agreed that the Lassonde Industries corporate site would target investors, journalists and customers wanting to know a summary of the range of products offered. It would therefore be a springboard to the sites of the other brands owned by the group. The site of the A. Lassonde subsidiary would be closed and then replaced by 13 brand sites. The challenge is significant in several respects. We don't want to drastically increase the workload of internal managers, while maintaining an engaging online presence. Also, the cost of developing 13 websites can be very high if you don't think about their structure properly.
Following working meetings with brand managers, it was decided that all sites, including the Lassonde umbrella site, would have a similar basic structure including information architecture and certain features such as the product catalog. Starting from this generic structure, three types of site structures have been developed according to their importance in the product portfolio, ranging from a simple structure (product catalog, list of retailers and promotions), to an enhanced structure (communication of values of the brand), to finish with a personalized structure (content strategy). Being integrated from the first moments of the project, the ergonomic reflection was oriented in order to minimize the number of templates to favor the multiple replication of the structures while planning the tasks to be performed according to the platform used by the personas . This strategy also facilitates the implementation of Universal Analytics using GTM. Even if we have to create a GTM container for each site, the configuration can be easily copied from one site to another and the possibilities of measurements will be increased during future updates of UA.
Finally, we considered Lassonde's organizational structure and jointly decided to gradually deploy the 14 sites according to their level of importance in order to spread out the workload of managers, facilitate control of the future CMS and refine their strategy. website.
When it was time to find the right web producer to collaborate with our team, the selection criteria were:
- Possibility of replicating the same structure and features at low cost
- Single management interface for all sites in place with role management
- Adaptive solution of sites according to the screen of the platform
- Compliance with the deployment plan for the 14 sites
- Compliance with the established budget plan
Following rigorous management of calls for tenders, the TP1 agency was chosen for the production of its 14 sites with the WordPress CMS. Their experience of replication from a model with the CSDM made them collaborators of choice.
Our team then worked hand in hand with the TP1 team to ensure the proper implementation of the planned strategy.
THE LASSONDE WEBSITE AND ITS RESPONSIVE MOBILE VERSION
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THE OASIS WEBSITE AND ITS MOBILE RESPONSIVE VERSION
KEY TO THE SUCCESS OF THIS WEB STRATEGIC PLANNING PROJECT
The success of this project can be summed up in 2 points. Firstly, the involvement of the internal managers, Olivier Benoit and Valérie Mercier, in the planning of the strategy was a determining factor. It is important to us that the relationship is not client-agency, but a common work of one and the same team. This drastically reduces the number of approval rounds and minimizes misunderstandings. Thus, everyone takes ownership of the project and strives to carry it out. Second, we salute the commitment of the senior leaders, Stefano Bertolli and Pierre L'Heureux, in the proposed strategy. They wanted to be involved early on in the project to help us sort out some business complexities.
In conclusion, we believe we have helped Lassonde to acquire a long-lasting vision of their Web strategy while remaining responsible for managing the long-term costs of the family of sites.
