Situation
In 2016, Caterpillar’s newly created Home and Outdoor division launched a new portable generator product line, necessitating a robust web presence. This launch was unprecedented due to several factors:
- Distribution Strategy: For the first time, Cat distributed products through big box retailers such as Lowes, True Value, Ace, and Amazon.
- Direct to Customer: This new distribution model required innovative marketing, support, and service strategies.
- Residential Market: Unlike typical Cat products used in commercial applications, these generators were designed for residential use and were highly portable.
Actions
When I joined the Cat team, I inherited this project from my predecessor and was able to build on the great foundation that was already laid.
- Refined Marketing Plan: Collaborated with product teams to refine the marketing plan, segmented into residential, commercial, and recreational categories.
- Finalized Functionality and Design: I worked with technology teams to finalize new functionality and design, especially with the sizing tool and “where to buy” directory.
- Post-Launch Integration: Collaborated with product teams to build product pages within big box retailer environments, ensuring Cat products were featured on their websites.
Results
The Portable Generator experience launched in 2016, achieving significant milestones:
- Successful Launch: Deployed across multiple Cat Dealers and retailers, establishing a strong market presence.
- Retail Integration: Ensured Cat products were included on the websites of major retailers, enhancing visibility and accessibility.
To explore the live site and view the video walk-through recorded in 2020, showcasing newer enhancements not part of the original launch, visit the following links:
Live Site
Video Walk-Thru
Note: This was recorded in 2020. It includes some newer enhancements that were not a part of the original launch.
Note: This was recorded in 2020. It includes some newer enhancements that were not a part of the original launch.