Casio redesigns its global websites with Adobe apps

Casio, a leading Japanese electronics company, has undergone a digital transformation, focusing on improving customer experience through its website. The company has partnered with Adobe to rebuild its website, centralize global content management, and launch a customization service called "MY G-SHOCK" that allows users to create their own G-SHOCK watches.

Since producing the world’s first compact all-electric calculator in 1957, Casio has brought many innovative products to market. Recently, through digital transformation, it started embracing new marketing initiatives that rely on more than just the power of its products. Working with Adobe, Casio undertook a complete redesign of its website, which has led to an increase in product information page views and sales across the e-commerce site. The G-SHOCK customization service, which started in 2021, plays a major role in acquiring new customers.

The watch brand G-SHOCK, which is known around the world, is a product born from this strength of innovation.

Having established itself as a global company — and overseas marketing accounting for 70-80% of its sales — Casio needed to re-evaluate its traditional marketing strategy focused solely on product capabilities.

To improve the customer experience, Casio undertook a complete overhaul of its website.

Global expansion with less effort

The biggest challenge that Casio faced when rebuilding its website was strengthening its global content. Technical specifications are very important for electronic products, but it was not uncommon for this essential information to be omitted when translating the pages to other languages.

Mr. Hironori Ishizuki (Senior General Manager, Digital Division, Casio Computer Co., Ltd.) came across Adobe Experience Cloud while talking with vendors.

“We could eliminate the hierarchical structure issues by rethinking the site structure, but we still needed a new mechanism to provide optimal content to users,” says Mr. Ishizuki. “Using Adobe Experience Manager Sites and Assets as our content management system (CMS) and digital asset management (DAM) system, we could centralize management of global content. When I heard that, I adopted it without hesitation.”

"We drew up a blueprint for the entire website around the idea of optimizing the customer experience and maximizing the value of the experience. Then we looked for a way to turn that blueprint into reality. I believe this way of thinking about the rebuild led to great results.”

Product information on the Japanese site and global site can be managed centrally.

Capturing realistic texture onlinexpansion with less effort

The new site was launched in March 2021 to optimize the customer experience on the website. Casio’s next goal was to acquire new customers through its website. To achieve this goal, Casio implemented the customization service “MY G-SHOCK”, which allows users to choose from 1.9 million combinations to create their own G-SHOCK watch.

“MY G-SHOCK” is built upon products such as the dynamic media capabilities with Adobe Experience Manager Assets and the 3D visualization tools in Adobe Substance 3D Collection.

Collaboration with the Adobe Global Delivery Center (Adobe GDC) was an essential part of bringing “MY G-SHOCK” to life. Currently, the same team is leading the rebuild of the global e-commerce site.

The Casio website also uses many integrated Adobe products, including Adobe Commerce, which links the content pages with the e-commerce site; Adobe Analytics, which enables analysis of individual user behavior; and Adobe Target, which optimizes personalization based on that data.

Optimizing the customer experience

The new website has led to an increase in sales on the e-commerce site, page views of product information pages, and in-cart purchase conversion rates.

“We can encourage existing customers to visit by further optimizing the site experience and implementing one-to-one marketing,” says Mr. Ishizuki. “Expanding the user base is an issue that should be handled differently according to local markets.”

Mr. Ishizuki also points to the similarities in the corporate cultures between Casio and Adobe as a reason for this success 

Casio's digital transformation is a successful example of how companies can improve customer experience by adopting new technologies and partnering with innovative companies like Adobe.

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