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Werner Introduces New Selling Platform to Improve Digital and Point-of-Purchase Decision Making

Werner, a manufacturer of a complete line of climbing products and fall protection equipment headquartered in Greenville, Pa., introduces a new shopping experience designed to help both consumers and professionals easily find the equipment they need for their projects and jobs. Beginning last month, a performance-based rating system, alongside a newly designed website and enhanced packaging were launched online and in stores at national retailers and distributors.


All Werner Ladder product packaging now displays the new performance system. Each product includes a performance rating, which indicates a combination of load capacity and the product features. Together, the system provides users an easy way to rank performance based on their needs. There are four tiers of performance strength: Standard (200–225 lbs.), Advanced (250 lbs.), Professional (300 lbs.) and Industrial (375 lbs.).


This strategic shift is based on customers’ evolving buying habits, particularly the millennial shopper. Shopper product considerations and specific skill levels are factored into the development of the new performance system.


Like the product rating system, the new packaging features a modern design with streamlined messaging.


Werner’s new digital infrastructure includes a more efficient and user-driven website, providing an improved shopping experience whether on a desktop computer, tablet or mobile device.


One of the most significant changes in the development, navigation and design of the new website is the ability to compare products side-by-side, regardless of product category. For example, a user can now compare features between an extension, step or multi-position ladder, and against additional categories, including rolling scaffolds, work platforms and step stools.


Every ladder on the website will display the same performance rating system, creating consistency across both in-store and online shopping. Users can easily understand the benefits of a product through simplified messaging, in-application photography and direct video links. Updates also include the addition of searchable terms and product-filtering enhancements so that items can be identified based on the user’s specific requirements. The website infrastructure includes fully integrated CMS, PIM, DAM, ERP and CRM systems to better serve customer and business needs.


The U.S. website is the first to launch for the brand and will be followed by a new website to support the growing Werner European business. The new Werner U.S. site is available at

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