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Unipart Logistics is one of Europe’s leading independent logistics companies, with a diverse, worldwide client-base in retail, consumer products, technology, automotive, and aerospace and defence. Unipart’s strong corporate philosophy, ‘The Unipart Way’, guides the work of our 7,000 worldwide employees and sets it apart from its competitors. Services range from warehousing, fulfillment and engineer support services to reverse logistic and include managing end-to-end, global supply chain solutions that include sourcing, procurement, technical services and business support.
With four separate business units and four different approaches to developing a web presence, Unipart Logistics was struggling to use digital channels effectively to develop new business and nurture existing client relationships. Investment in a new website needed to be firmly tied to business objectives and key stakeholders needed to be brought in to the project.
Unipart Logistics worked with the digital strategy team at Concep to build a business case internally. This included workshops with senior management from all four business units facilitated by Concep and detailed work with the marketing team to review existing practices. With the business case made internally, Concep were retained to scope and design a new website. Through a series of scoping workshops, the project team developed a sitemap and page structure that would meet the needs of all four business units and supported the marketing manager in liaising with the business units to ensure their needs were met.
Key to the success of this was the ability to clearly show the impressive range of clients that work with Unipart Logistics, and to put across the importance Unipart places on the way their staff carry out their duties. Case studies and client testimonials were also given higher profile, to reinforce Unipart Logistics’ excellent track record. Creative concepts were designed and developed into a full set of HTML pages by Concep and handed over to the internal development team to build the new site. Concep also advised on imagery and on content development, with content written by Plain Text.
The new site was launched in September 2010, providing a unified web presence for all logistics divisions www.unipartlogistics.com. Unipart Logistics is now using targeted email campaigns and face-to-face business development opportunities to drive traffic to the site, capture client and contact interests and develop business relationships. The site is currently being integrated with tracking software to allow website traffic and Concep Campaigner data to be combined for improved marketing activity.
