For almost a century, Shure has delivered brilliant sound for performers, content creators, audio professionals, and more with their innovative audio technologies.
Overview
Through a trusted and collaborative partnership, Horizontal helped Shure reimagine their website experience and digital business operations. Together we set out to achieve several goals, including improved revenue growth, go-to-market efficiency, and reduced tech stack maintenance and costs.
The situation
Their brand has been synonymous with outstanding audio, but because of their ongoing global growth, the Shure digital ecosystem became increasingly complex. Multiple silos and disconnected platforms weighed down the sites’ UX. The front-end experience prevented users from being able to find the right products and information needed to convert them into loyal, lifelong customers. Additionally, their backend content operations, product, and technology teams couldn’t operate as smoothly as they wanted to deliver the premium experience Shure is known for.
Horizontal's mission was to help them simplify Shure.com for both end-users and internal employees by upgrading with a modern tech stack and improved customer experience, driving both efficiency and growth.
To make it easier for site visitors to navigate Shure.com, Horizontal addressed several key challenges:
“Horizontal has a high level of expertise, especially around design and technology. We have a very strong partnership – focused on meeting our priorities and working together.”
Neil Shah, AVP Marketing of Shure
The response
Before any implementation started, Horizontal and Shure first needed to conduct in-depth user research and journey mapping to identify what their customers are doing, thinking and feeling at each stage of the buying process. This allowed Horizontal to recommend the best site information architecture that considers all digital touchpoints.
For the “frontstage” experience of the new website to be successful, Shure needed to meet customers in the moment, as well as make their brand story really shine. As a result, Horizontal:
But it didn’t stop there. Exceptionally designed end-to-end experiences require a data-enabled, integrated tech stack, supported by the right personnel and processes. In our first phase, we:
In the next phase, Horizontal is helping Shure launch 18 global sites in their mission to ignite the next generation of legendary performances by continuing to optimize Shure.com for audiences around the world.
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