Dulux

Initial challenge

DuluxGroup consists of 18 brands including Dulux paint which is their biggest brand. DuluxGroup manufacture and sell home improvement products mainly via bricks & mortar channels, such as big box retailers (Bunnings, Mitre 10, Coles, and Woolworths) or their own stores (Dulux Trade Center, Lincoln Sentry stores).

DuluxGroup knew it was time for a shift to a business to customer (B2C) strategy, focusing more on end consumers, with additional services to enhance product offerings. However, to improve the customer experience and attract more end customers, DuluxGroup knew that it was time to transform their digital assets.

However, DuluxGroup in-house digital service team was quite small and their main partner (Wipro) wasn't doing a great job. As a result, DuluxGroup reached out to NashTech asking for assistance to augment their digital service team and take over Wipro’s existing work.

Solution

In Feb 2020, we sent an onshore team (Engagement Manager, Business Analyst and Solutions Architect) to DuluxGroup offices for a week to kick off the transition with Wipro and set up ways of working with DuluxGroup digital services.

The initial offshore development team of 12 FTE’s was set up in Vietnam at the same time to start taking over 10+ websites across various tech stacks. The transition completed successfully within two weeks.

During the first four weeks of the engagement, we completed 10+ proposals to different brands within the group with the sole aim to improve their customer journeys and see a better conversion.

Then we formed other teams for Dulux, the "Features team", "BAU team" and "24/7 team".

The ODC team handles projects funded by DuluxGroup digital council and other projects originated from brands are paid for by brands as pay per use (PPU) and small enhancements are handled by the feature team. At the moment, "BAU team" and "24/7 team" provide support for almost 40 websites that we have built or taken over.

Benefits

Online engagements including sales transactions have reportedly increase significantly for both B2B and B2C and group digital assets, built on various legacy technologies, have been migrated to Umbraco, enhancing site structure and the provision of consistency across brands.

Cloud services were used to apply 24/7 monitoring, maintenance, support and control alert mechanisms, ensuring all brands have the autonomy to manage their own assets with ease.

Significant cost saving for maintenance and support of 40+ websites when centralising them under DuluxGroup Digital Services / NashTech, compared to being managed by various external agencies.

In 2020 and 2021, we delivered 20+ projects annually to different brands, and in late 2021 we took over the go to market program from the Dulux Group after months doing project for brands within the group.