Sydney, Australia – Housing Industry Association (HIA), the largest residential building organization in Australia, has partnered with digital customer experience agency Switch which is also an implementation partner of DXP Sitecore, to overhaul its suite of web-based content platforms and provide a connected digital experience to its member businesses across the country.
HIA is Australia’s only national industry association representing the interests of the residential building industry. It acts as the industry’s voice and promotes policies and provides services that enhance members’ business practices, products, and profitability.
According to a press release by Sitecore, the association said it wanted to change its traditionally face-to-face membership model by expanding the digital experience and services it offers online.
Together with both Switch and Sitecore, the transformation project sought to improve the association’s digital strategy, customer engagement, and website design, and deliver a cloud-based platform that would provide hyper-personalized experiences, e-commerce services, data-decisioning systems, and marketing automation capabilities.
Ben Brooker, HIA’s general manager for digital, describes the project as a “huge step.”
“Our goal is to be the trusted, ever-present voice of the residential building industry in Australia, and provide a central digital experience that unites all customer segments under a proactive, personalized, and connected experience,” said Brooker.
Meanwhile, Switch’s CEO, Steve Nelson, remarks on the growing importance of digitization, “As digital natives become the norm, companies are looking at new service offerings to match expectations and create seamless digital experiences.”
Switch said it formulated a digital strategy centered around four key transformation goals: Raise and capitalize on awareness, increase sense of belonging, grow revenue, and build an efficient digital operating model.
The association’s digital transformation journey included an evolution of its onboarding and membership model, an overhaul of its e-commerce platform, and CPD (Continuous Professional Development) structure, and the creation of an engaging and informative digital resource library to assert HIA’s position as an industry expert.
In addition, an integrated e-commerce solution was created across all of HIA’s digital to support the opportunity to cross-sell and up-sell content online. The solution enables access to a number of resources that were previously only delivered in-store or through a customer service phone query. The digital transformation project also included a simplified user management UX that supports HIA’s membership structure, and the creation of a service prompting users to explore the website and learn about the features available.
The strategy resulted in a multi-phased roadmap, allowing HIA to commence its digital transformation journey, starting with a new ‘Foundation Site’.
In accomplishing the project, the association deployed a suite of Sitecore technology platform services, including Sitecore XP (Integrated Digital Experience), Sitecore XC (Digital Commerce), and Personalisation technology.