Issue link: https://cp.revolio.com/i/1059224
58 | AD Today 2018 | OWN IT the wayside?" Well, they haven't and neither has eCommerce. You need to move forward on this platform and continue to grow your business into the future. When you finally do make the decision to go with an eCommerce platform, it's not going to be perfect when you launch. It's a work in progress; it's something that will never be finished and it's something that you need to continue to work on. As new products come out, you'll change your platform and the products in there. It's time to just start. How did you involve your customers and employees in the site's development/launch? How does your digital branch reflect your brand? Fine: We interviewed and visited about 10 different customers in multiple industry segments – contractor, industrial manufacturing, and commercial – to see what they wanted in an eCommerce site. We really talked to them about such topics as "how are you navigating through a site? How are you searching for information? How do you digest that information? What kind of information do you need to get access to on a daily basis?" After looking at the overall navigation structure, the features and capabilities that we included in the website were designed to make their day a little bit easier and help them get access to information more quickly. We also felt it was important to educate our people internally, because they have to be able to deliver the message to our customers and be the advocates of the new eCommerce platform. Continued from page 57 O w n Yo ur Digi t al F u t ur e HUBBELL COMMERCIAL CONSTRUCTION COMMERCIAL, INDUSTRIAL AND RESIDENTIAL ELECTRICAL PRODUCTS www.hubbell.com/raco/en ® Count On Hubbell for Quality & Innovation www.hubbell.com/taymac/en www.hubbell.com/bell/en Electrical Boxes & Fittings Weatherproof Boxes, Covers & Lighting In-Use Weatherproof Covers & Fittings ©2018 Hubbell Incorporated (Delaware) "Go and talk to your customer, because you'll find that they're probably buying from other companies online, which will validate the reason why you need to look at getting online as well." – Chris Fine, French Gerleman