36 I Jotun Group Report 2020 Customers and innovation / Digital inspiration
After a comprehensive development process, Jotun released
a global consumer website to showcase both interior and
exterior decorative paints. The website has been specifically
engineered to inspire consumers and improve their user
experience, helping them to select colours and products
before they enter a shop. By offering more intuitive
navigational tools, the website allows consumers to easily
customise their search preferences by colour and product,
view different colour schemes in different settings, scroll
through design blogs and locate a store where they can
consult with a dealer in person. The website has also been
optimised for mobile phones, now used by 70 per cent of
consumers, shopping for Jotun products online.
GLOBAL MARKETING
The website has been designed to showcase Jotun’s Global
Colour Card Collection, the company’s annual selection of
trendy and inspiring colour schemes. The annual launch of
the Global Colour Card Collection is promoted on multiple
platforms all over the world, from print ads to social media, TV
spots to live launch events, and in-shop brochures. By aligning
the website with the look and feel of this universal marketing
campaign, the company can reinforce its reputation as a
global trendsetter in design.
The website will be accessible in 46 different markets. In the
markets where the website was first launched, performance
has exceeded expectations. For example, in Norway, visits
to the website increased by over 50 per cent, recording an
estimated seven million visits in 2020. While these numbers
may have been inflated due to stay at home orders, Jotun is
confident that the website will continue to play an important
role in the consumer decision-making process going forward.
REGIONAL CUSTOMISATION
In addition to updating content on a regular basis, Jotun is
collecting user information and feedback that will be used to
fine tune various functions. The website is built on a common
platform, but regions are encouraged to customise country
websites to promote local products, events, campaigns and
related services. For example, in some markets, consumers
can order products from local dealers or book a painter online
from the website. While the pandemic may result in longterm
impacts on consumer buying habits, the primary goal
of the new website is consistent with all of Jotun’s marketing
efforts in the Decorative Paints segment: To drive traffic to the
company’s global network of over 7 500 dealers.
A website for the future
In 2020, Jotun announced the global launch of a new, inspirational website making it easier than
ever for consumers to select colours and products from home.