Maax encountered several challenges in its efforts to effectively serve both the U.S. and Canadian markets. One of the primary issues was a disconnect between content and products, which left customers unable to find what they were searching for easily in their regions. This misalignment of information created a fragmented user experience. Additionally, the translation workflow was inefficient, making it difficult to manage content in two distinct languages—Canadian English and French. Localization was a significant hurdle, as delivering region-specific content in both languages required a more streamlined process. These issues created a fragmented user experience and hindered their ability to deliver region-specific content smoothly.

To address these challenges, we devised a strategy that involved splitting Maax's digital presence into two distinct websites—maax.com for U.S. customers and maax.ca for Canadian users. This separation allowed us to create personalized experiences for each region while also providing an easy way for Canadian users to switch between English and French. 

We worked closely with SEO professionals to optimize traffic and visibility for each site, ensuring Maax products appeared in relevant searches. Additionally, we integrated Salsify as a Product Information Management (PIM) tool to streamline multilingual product data. Using Kontent.ai allowed content authors to focus on delivering relevant, region-specific material without being bogged down by manual translations. Our approach centered on optimizing product data, ensuring that localization was applied to every aspect of the customer experience. Additionally, by leveraging SEO strategies, we ensured that Maax's products ranked higher in search results, improving visibility and driving targeted traffic to each site. 

The implementation of our region-specific strategy yielded significant results for Maax. Through precise data mapping, we ensured that products were displayed accurately and efficiently, greatly improving the overall user experience. The integration of Salsify helped us transition from chaotic, spreadsheet-based workflows to a more organized and structured product data management system, enabling smoother operations. 

As a result, Maax experienced a significant increase in traffic, with a 36% spike in overall visits. Bathtub rankings improved markedly, especially within targeted regions, allowing Maax to capture a larger market share. Additionally, region-specific dealer messaging and product information further boosted visibility and customer engagement. This approach empowered Maax to engage with customers in both languages seamlessly. 

A clear sales division enhanced client relationships, while the project's emphasis on client-centricity drove brand recognition and enriched experiences. Personalized messaging elevated customization possibilities. By introducing these personalized experiences, we have set a benchmark for customer-centered marketing, sparking a wave of industry-wide change across North America.