Polk Launches New Customer-Focused Web Site
Southfield-based Polk, one of the leading market intelligence providers for the automotive industry, today announced the launch of its newly-designed global Web site, www.polk.com.
The new site allows users the opportunity to engage with Polk on many levels and serves as a catalyst for communicating Polk thought leadership on a variety of topics, according to the company.
The new site mirrors Polk’s customer-facing business, and provides a wealth of updated information on a variety of topics of interest to the automotive industry, including OEM, aftermarket and commercial industry knowledge and insight.
Also included are Polk forecasting dashboards, white papers, customer case studies and market studies, as well as an interface for the Polk Blog, a collection of posts from Polk analysts and subject matter experts in a variety of categories of interest to the automotive community. The site also serves as a portal for customers to access PolkInsight and PolkConnect, two of Polk’s subscriber-based solutions for the industry.
Polk.com, developed in partnership with Ann Arbor-based Phire Branding, replaces four regional sites previously managed by Polk and provides an engaging, user-based experience. Translations of key sections of the site are underway and are expected to be finalized early this summer. When complete, key Polk.com content will be available in German, Spanish, French, Italian, Chinese and Japanese.
During the redesign process, Polk conducted brand research and user interviews with a variety of audiences for feedback, including customers, Polk employees and industry insiders.
“We wanted to gain an understanding of how users wanted to engage with Polk on the Web site,” said Kendra Rawls, senior vice president, global sales and marketing at Polk. “The valuable insight we received contributed significantly to the new site’s structure, design and content.”