Timex: Drupal keeps a Great Digital Shopping Experience Ticking
Drupal enables Timex global customization
Timex has a style for everyone, but when it came to developing a new commerce platform, the famous American watchmaker wanted a style of its own. To create a site that reflects its iconic brand while offering an intuitive navigation and engaging mix of product, social, and editorial content--Timex chose Drupal.
Creating a digital experience that drives true brand engagement was a priority for Timex. It wanted its website to reflect a shopper’s passion to own the perfect watch. The watchmaker also wanted to make it easier to discover how a Timex watch looks and functions, and to offer shoppers all sorts of ways to explore, navigate, and search its catalog. What’s more, Timex is in the process of expanding globally and launching new sites with region-specific content. The U.S.-based watchmaker needed to ensure a unified brand experience on all its sites while also delivering digital content relevant to local markets--and allowing the addition of new product content when and where needed.
“We’re not just selling watches on Timex.com, but supporting the sale of any Timex watch anywhere online,” said Cal Crouch, head of digital marketing and ecommerce. “We want to be the place where people can get the best Timex research and online experience possible.”
Fast and flexible
When its contract ended with a previous, proprietary CMS provider, Timex looked for a new, more flexible platform to better fit its business model. An all-star team was put together to build and support its new commerce site. Drupal’s extensive existing feature set and its modular architecture supported beautiful site designs, the digital agency Melity’s expertise in enterprise-scale communication solutions, while Acquia’s search and hosting tools keep Timex’s new platform performing at its best.
A key driver in the decision was cost. And not just the direct savings of Drupal’s zero-dollar, open source license. A small group of digital pros manages Timex’s global brand and Drupal enabled the team to keep a large portion of site development in-house. They were able to make and implement decisions, changes, and updates in-house--saving cost and speeding time to market.
“As we designed our new site, we aimed to make it as flexible as possible, so we could do most of the work ourselves, and we weren’t held hostage by an outside developer.” - Cal Crouch, head of digital marketing and eCommerce
Best-in-class search is critical to commerce, but Timex’s previous platform offered limited search and navigation features. When building out their website, the Timex team integrated the Acquia Search web-service with Drupal to implement a unique, visually-oriented finder tool. The new tool enables site visitors to search based on a range of product features, tags, and keywords. Rather than a frustrating or dull general search tool, anyone visiting Timex.com can easily sort through the entire catalog by color, material, band style, and other features to find watches meeting their personal style and needs--a much more dynamic and inspiring product interaction than a simple list of results.
The Timex development team also added additional layers of security to its site by creating a custom Drupal module that detects and rejects suspicious activity, dropping the amount of fraudulent transactions by 1200 percent. This safety feature, combined with customer interface and the rapid deployment time, has brought this timeless brand an updated customer experience that Timex can happily adopt to its growing international markets.
Product launches were a huge challenge in the past; with its previous platform, Timex had a difficult time duplicating content for use in regional websites. But Timex is embarking on global expansion, and Drupal templates allowed the Timex team to quickly define, streamline, and reproduce its workflow processes for new regions, campaigns, and sites. Furthermore, Timex can now generate content in the U.S., localise it, and rapidly publish it to local markets. This all enabled the team to deploy content across regional websites rapidly while remaining on-brand, an ability that is paramount in fueling the company’s international growth.
A timely redesign
Thanks to Drupal’s modular platform, Timex was able to have a complete, new, beautiful flagship commerce site in six months. The watchmaker now has a flexible platform offering a content management workflow that best aligns with delivering an engaging shopping experience, and is in line with Timex’s continued international expansion.
With its Drupal commerce site in place in the U.S., Timex is now embarking on delivering localized sites across the globe. With Drupal, Timex is able to present customers with a seamless, consistent, and engaging online experience around the world.
“One of the things we desperately needed on a new site was flexibility and responsiveness. On our previous platform, we ended up having to stand in line for resources and pay through the nose for any kind of change.” - Cal Crouch, Head of digital marketing and e-commerce at Timex