Background
Axalta Coating Systems is a leading global coatings company dedicated solely to the development, manufacture and sale of liquid and powder coatings. Celebrating 150 years in the coatings industry, they continue developing innovative products and services to increase durability, enhance productivity and add beauty.
Objectives & Challenges
The process to request a color chip can be extremely time consuming and is not always reliable. Having to go to a job site to inspect a pipeline or vehicle that needs recoating and then referring to a comprehensive book of color samples to complete a color chip request leaves room for errors. Axalta came to HexaGroup looking for a solution to this inefficient process as well as a need to reduce errors in color requests.
HexaGroup proposed three objectives to remedy the presented issues with the color chip request process:
- Simplify the request process and increase productivity by eliminating the wait for a sample powder.
- Design a cutting-edge app to stand out from the competition.
- Create an app that benefits the consumer and Axalta’s marketing efforts.
Solution
HexaGroup held brainstorming sessions with Axalta to develop an innovative app solution, the color matching Axalta Axs app. This tool allows users to scan any surface and easily match it to a stock powder coating hue. Users are given the option to take a photo at the site, choose from a library of photos, browse the color library, store colors to use again later, and are provided with multiple options for matching colors.
The original color chip request process is greatly shortened since users can now send requests straight from their device, eliminating unnecessary steps and the risk of error.
HexaGroup also designed a lead generation process within the app to advance Axalta’s marketing efforts. Users complete a sign-in form when utilizing the app and their information is sent to Axalta to increase leads.
No other company in this field is using this type of technology, setting Axalta apart from the competition. HexaGroup held an official luncheon to announce the launch of the color matching app and submitted press releases that were promoted by several industry organizations and publications, including: Surface Finishing, World of Chemicals, Nasdaq and Coatings World.
Results
In the first three months, there have been over 2,000 downloads in more than 20 countries. The app has made choosing coating colors easier and more efficient, improved the process of color chip requests, and is available for download on multiple devices.
Proven Methodology. Amplified Results.
At HexaGroup, performance is in our DNA. We’ve spent the last two decades honing a six-step marketing methodology that balances proven best practices with each client’s unique objectives. Armed with in-depth knowledge of the energy, technology and professional service sectors, our team hits the ground running to achieve your KPIs.
Marketing Performance. Period.
