This session features Komatsu’s case study and highlights how the organization used Adobe technology to create a unified digital experience for its dealers and customers. Listen to the session here.

Session Speakers:

• Michael Gidaspow, Chief Digital Officer, Komatsu
• Derek Sisko, Web & eCommerce Product, Komatsu
• Jon Burdette, Director, Global Industry Strategy - IM, HT, HLS, PubSec, Auto, Partners, Adobe
• Rick Buczynski, SVP, Solution Consulting, Infosys x Blue Acorn iCi

Komatsu is a leading industrial manufacturer that provides products that cover construction, forklift, mining, and forestry. After the speaker introductions, the group began covering how Komatsu balances its dealer experiences with its direct to end user experiences and dealer adoption.

Recognizing Opportunities

Gidaspow began by explaining the issues Komatsu customers were experiencing ahead of the organization’s digital transformation.

“When my field team was out there meeting with customers, one story I always remember was that the teams had 6 different screens because none of those systems were connected. We don’t make it easy for construction companies to adopt technology,” he stated.

From there, the team wanted to discover how to make it easier to pull technology together across all industries.

Managing Dealer Relationships

Komatsu views its dealers as the face of the company and they aim to create dealer-friendly solutions to help ensure the organization’s success. To encourage dealer adoption, Komatsu focuses on making the benefits visible and relatable to dealers.

When it comes to dealer adoption, Gidaspow emphasized the importance of making their experiences clearly beneficial to dealers while also building genuine excitement around it.

“There are some dealers that are more excited than others. Ultimately, we want them to find the things that will get them excited about it and build off of that,” he explained.

Lessons Learned

Looking back on the project, both Gidaspow and Sisko acknowledge they would have approached things differently. The initial plan had an aggressive timeline that was unrealistic. Sisko advised taking a more measured approach, emphasizing the importance of not biting off more than you can chew and instead incrementally focusing on where there is a path of least resistance.

Sisko offered this advice, “Crawl, walk, run. While your team is starting to learn how to walk, keep the team engaged and empowered to do good work. From an incremental standpoint, it's an organizational shift to start small and eventually get into a full-scale transition and into a global activation.”

Komatsu’s Business Outcomes

Buczynski shared how Blue Acorn iCi helped Komatsu accomplish their vision, “The investments Komatsu has made across the Adobe ecosystem, it spans data, commerce, and insights. Leveraging Adobe Experience Manager with Adobe Commerce for commerce orchestration services and Experience Platform, including Customer Journey Analytics and Journey Optimizer for ingestion, orchestration, and activation.”

The Komatsu team highlighted the impact of the organization’s digital transformation. In less than a year, the site’s users more than doubled! They also initiated a global scaling effort, consolidating multiple regional sites into a more unified digital presence.
Alongside this, collaboration improved across teams working on the same platform, enabling more streamlined operations. These efforts contributed to notable commerce growth, with increased traffic driving higher registration rates and more transactions.

To learn more about what’s possible with digital transformation, contact Infosys x Blue Acorn iCi. As a Platinum Adobe Partner, our team of experts has implemented the latest Adobe technology for various companies across industries.