PGG Wrightson

The Client

Based in New Zealand, PGG Wrightson is a leading provider to the agricultural sector offering a wide range of products, services, and solutions.

The Situation

PGG Wrightson wanted to significantly improve the customer experience by refreshing and modernizing its site, improving information architecture for ease of navigation, reducing hosting and maintenance costs, and transitioning from on-prem to a cloud solution to improve security, performance, and scalability. Additionally, it wanted a digital experience platform (DXP) that would allow it to provide personalization and adapt content to customer needs.

The Challenge

The company faced numerous challenges with its outdated software that made it difficult for internal teams to effectively manage and edit the site. The user experience had room for improvement; editors couldn’t easily build rich on-page experiences. PGG Wrightson wanted to offer a personalized user experience and elevate the wide range of services it provides, making it easier for users to access and navigate them.

The Solution

The company partnered with digital agency Tin Soldier, which established robust processes to ensure all stakeholders were engaged and aligned to create the best customer experience. Tin Soldier undertook a detailed discovery process looking at customer experience, research, feedback, information architecture, content mapping, wireframing, and UX design. Working together, the teams aligned the platform’s capabilities with the project requirements, ensuring efficiency right out of the box. 

Acquia’s platform significantly helped the project timeline. The teams leveraged Drupal and created reusable components in Acquia Site Studio to create and edit new pages with branding applied at domain level. Drupal’s capability and flexibility facilitated improved information architecture, removing unnecessary landing pages. The site offers richer customer experience and improved site search. Tin Soldier extended Drupal’s capabilities by implementing several features via customizations and integrations, including: 

• Custom API integration for live feeds
• Custom PowerBI reporting integration
• Multistep extension of the webforms enabling a charity donation feature
• Deployment of six sites via multisite capability 
• The ability to share elements, components, and templates across sites

The Results

Metrics show that the new site is resonating with target audiences:

• Average session duration increased by 11% 
• Bouncerate dropped 23%
• Improved time on site, particularly on campaign landing pages where users have a richer experience, resulting in greater engagement when compared to previous landing pages
• Reduction in the overall customer pathway to information as they find things faster