MCL is a global leader in infection prevention to ensure workplaces, homes and facilities are clean, sustainable and healthy. Established in 1973, MCL has grown to include facilities in North Bay and a 40,000 square foot warehouse in Concord Ontario. Now offering more than 10,000 SKUs to their customers, MCL needed a web presence and an ecommerce store that was search engine friendly and fully responsive to offer easy ordering for all of their existing and new customers for all devices including mobile and tablet users. With ZOO’s extensive experience building custom ecommerce websites, ZOO Media Group was hired to work with them to merge three websites into one, creating a streamlined and user-friendly experience.
There were several issues that needed to be addressed:
MCL’s online store was dated and was built by their inventory software provider which limited the amount of content they could access or edit themselves. In fact, any updates or changes needed to be made by contacting the inventory software company. The old website was not responsive for mobile users, didn’t leverage SEO strategies and the user experience was clunky.
Because a login was required to view their extensive product inventory, MCL’s ability to promote and sell their products to new clients was blocked. They needed a site that could integrate with their inventory and accounting software while efficiently managing their extensive product line without compromising on performance.
MCL’s online store had no contingency for sharing additional information. So, two additional sites had been built to facilitate further company information, career opportunities and material for consumers. None of these sites were leveraging an SEO strategy and there was a strong case for merging them into one streamlined site that could deliver on all levels.
After 20+ years of the same branding, it was time for a fresh, clean look. With a newly designed website, it made sense to extend the new brand across the business.
ZOO Media Group was hired to create a new brand presence for MCL and design and develop a custom website that combined the functions of the previous three websites along with the ability to make revisions and additions through an admin login. This accessibility allows MCL the flexibility they need to meet their existing and new customers’ and needs.
ZOO’s Magento programmers developed a customized ecommerce site with a user-friendly design. The new Magento ecommerce website provides an unparalleled and secure shopping experience. It allows for customized features and integration with their SAP system and third party affiliate applications. This mobile responsive site uses design and layout elements that follow current trends and create a better user experience. The new site also allows for real time inventory updates.
Through ZOO’s extensive website audit, we determined a strategy for the online store but also areas to highlight the company’s history, mission, vision and values as well as all the services they offer. Our strategic team recommended a company blog to leverage SEO, drive engagement and organic searches. We were able to provide creative writing, blog writing and digital marketing as part of our plan.
The result is a highly usable, searchable and browsable product catalogue with effective company details. The corporate information and career pages allow MCL to recruit qualified members to their team while the blog, online product information sheets and brochures, FAQ, and videos provide essential and engaging information to customers.
After determining the MCL brand needed a fresh, new look, we recommended a unified brand experience from initial contact to completing the sale. Our ZOO team worked on designing a new brand identity. The new logo design was used to inspire new stationery, brochures, sell sheets and branded packaging. These elements were also used on the website to create a seamless look for the entire company. Using all of these creative elements, our team created a Brand Guide to help ensure the brand is accurately and consistently represented in the future.
The new MCL website allows existing clients a straightforward tool to re-order products but is also accessible for new clients that have not yet created an account. The product detail pages are designed to display dynamic, relevant information for each unique item.
The aesthetic of the new ecommerce website and all supporting documents creates a fresh and seamless experience for the customer. The entire branding package creates a powerful toolbox for MCL to use with their clients.
If your company brand and website are feeling a bit dated, contact our team at ZOO Media Group to discover the possibilities available to you. We can take your brand from drab to fab and turn your website into an income-generating machine. Reach out today to find out more!