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With a huge portfolio of brands and an endless need to satisfy each brand’s unique requirements, Hearst looked to Guidance for support in unifying their many brands under a consistent visual language, a unified Magento 2.3 Commerce Cloud platform, a super navigation and a global cart/checkout solution for increased cross-sell and upsell opportunities.
Founded in 1887, Hearst is one of the nation’s oldest and largest publishers of content across various platforms including magazine, television, newspaper, radio, online and many other channels. Hearst’s major interests include television networks, global financial services, medical information businesses, transportation assets, solutions for managing jet and helicopter maintenance, newspapers, over 300 magazines globally, digital services businesses and investments in emerging digital entertainment companies.
With the updated technology stack, the user interface has smoother and faster performance. As part of that updated solution, ElasticSearch was selected for improved website search. Not only does ElasticSearch have full-text search capabilities, its real differentiator is in its speed and enterprise-ready features. With so many brands in the Hearst portfolio, the need to index a complex database was integral to the project. As well, the team selected ElasticSearch for its wide set of features including scalability and resiliency, both of which are needed as the brands grow their online presence.
Hearst was searching for a solution to launch new stores quickly within their brand’s creative specifications. For example, Hearst curates many seasonal articles and product collections for holidays such as Mother’s Day, Valentine’s Day, Thanksgiving, Christmas, etc and their legacy platform required months of pre planning prior to launch. In Guidance’s new solution, as each new store is added, a master theme is enabled. When the theme is installed, there are several premade page layouts that are created, using setup scripts and page builder extensions, complete with demo content. Content creation and editing had traditionally been a challenge to the Hearst team but Guidance provided the team with the ability to launch new stores, new marketing campaigns and gift guide templates within days versus months. The speed to launch has been remarkable and as new brands open stores beyond the current scope, the ability to scale is endless.
“I am personally vested in making sure it makes it into the more modern clean systems - and I want to be a part of celebrating that success with everyone, because it’s a huge transition for our company - and that the president of magazines will love everything when it’s set.”
Hearst’s legacy platforms did not support cross-selling or upselling within the family’s many brands. By combining Hearst’s brands onto a single and unified platform, Guidance was able to achieve not only a cohesive brand experience but the ability to cross-sell and upsell to customers. This option to bundle products and promotions will undoubtedly increase the Average Order Value (AOV) for each customer checkout. The Hearst marketing team has the ability to create campaigns that leverage products from multiple brands (whereas before this functionality did not exist) and the global cart and checkout solution allows customers to sign into one account and complete their purchase from that single transaction--that’s a powerful tool for any brand but especially for one with a myriad of brands.
Guidance delivered a unified platform experience on Magento 2.3 Commerce Cloud with a visual language that consolidates Hearst’s portfolio without losing the uniqueness of each brand.
With this newly launched platform, Guidance designed a new global navigation and a universal cart and checkout solution capable of upselling and cross-selling for enhanced order volume and increased Average Order Value (AOV).
Hearst was searching for a solution to unite their brands with a consistent visual language and a cart and checkout experience that would facilitate upsell and cross-sell opportunities across every brand in the Hearst portfolio.
Guidance upgraded their legacy Magento platform to Magento 2.3 Commerce Cloud and unified all brands onto a single cloud platform ready to scale as the company digitizes their entire catalog. This unified platform allows for a global navigation and universal cart and checkout solution, both conceived and built by Guidance following a creative and UX audit.
Whereas customers previously needed accounts for every brand, they now have a Single Sign-On (SSO) solution that permits full upsell and cross-sell potential--a powerful tool for a brand with a huge catalog.