20 | Orgill Case Study A Network of Resources When it came time to design a refreshed, easy-to-navigate and overall more functional website for McGuckin, Orgill turned to its wholly-owned subsidiary, Tyndale Advisors marketing. Based in Eugene, Ore., Tyndale Advisors is a management services and consulting company specializing in hardware retailing. They employ a complete team of marketing, design, branding and content professionals to help retailers remove obstacles to their growth. With its vast experience working with Orgill's retail customers and vendor partners including Unilog, the Tyndale team knew how to maximize the design and functionality of the Orgill Industry PIM and integrated eCommerce platform. “This is really another example of how we can bring a team of experts together to help a retailer with a project that gives them access to a certain scale they might not otherwise have,” Stine says. A Holistic Approach The retailer’s new website and eCommerce interface was mission-critical to convey brand messaging in an omnichannel environment. For everything to work in harmony, McGuckin's brand messaging needed to be integrated throughout its marketing touch points. “We all knew that you couldn’t just look at things in a vacuum,” Tyndale creative services director Mary Richardson said. “While we were focused on building them a responsive, interactive and brand-focused website, we also wanted to ensure that this same kind of message and feel came through in areas like their social media, printed circulars and all those touch points they would have with their customers.” Tyndale wanted to work closely with McGuckin's team so they would be able to manage a majority of its ongoing marketing and branding maintenance. “We wanted to give them the autonomy to manage their customer-facing products on their own,” Richardson said. “We knew they had a great internal team who wanted that kind of flexibility.” A new website was the lynchpin that would allow McGuckin's team to manage day-to-day marketing and branding. Tyndale, Orgill and McGuckin worked together to achieve this. "While we were focused on building them a responsive, interactive and brand-focused website, we also wanted to ensure that this same kind of message and feel came through in areas like their social media, printed circulars and all those touch points they would have with their customers." Mary Richardson, creative services director at Tyndale Advisors
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