NACCO Materials Handling Group (NMHG) Launches Two New Global Web Sites

Culminating an in-depth project to consolidate multiple websites for their market-leading Hyster and Yale brands into two internationalized sites, NACCO Materials Handling Group (NMHG) has launched two new websites, yale.com and hyster.com, on the Ektron web content management platform.

“We’re a global organization that operates in Europe, Middle East and Africa, the Americas, Asia Pacific, and China. The two brands need to be positioned very distinctly and differently in the market”Kate Pointeau, Brand Manager, Hyster

NMHG commissioned Ektron Elite implementation partner Realise Digital to design and implement the Hyster and Yale sites. The design from Realise Digital ensures consistency across brand and messaging and allows for better conversion, marketing agility, improved SEO, a lower total cost of ownership and easier maintenance by the NMHG marketing department.

“We’re a global organization that operates in Europe, Middle East and Africa, the Americas, Asia Pacific, and China,” said Kate Pointeau, Brand Manager for the Hyster brand and lead for the site project.

“The two brands need to be positioned very distinctly and differently in the market. We wanted to create a different customer experience for each brand, consistent for each branch at a global level but personalized to each region. “

Ektron Smart Forms are used extensively in the Hyster and Yale sites, especially in the “Product Selector” section. Smart Form templates simplify web page creation for NMHG by separating content creation from its ultimate presentation and help Hyster and Yale site managers maintain consistency and branding across every page.

Ektron PageBuilder templates were created for marketing and landing pages, affording site managers flexibility within the existing design framework. Another showcase feature of both the Yale and Hyster sites are regional and multilingual capabilities, the sites having the capability to switch content and language dependent on the visitor’s selection.