Case Study: Coates cuts IT bottlenecks and proves value with Optimizely

Coates frees 145 branches from IT bottlenecks with Optimizely

Coates, an Australian equipment hire company for construction and mining, faced significant IT bottlenecks that slowed its digital pace. Marketing, content, and e-commerce teams were dependent on IT for every website change, which hindered their ability to move quickly. To modernize, they chose Optimizely's Digital Experience Platform (DXP), including its headless CMS, through a competitive tender process.

The solution from Optimizely provided a foundational, self-serve content layer that connected to Coates' core business systems. Since going live, organic traffic has trended upward due to improved content and SEO capabilities. Furthermore, the deployment sets the stage for phase two, including experimentation and Opal AI, while parallel AI pilots like an agentic equipment specialist are already proving value.

Coates