Case Study: Dura-Line achieves a streamlined multilingual digital infrastructure and faster product configuration with Optimizely

Dura-Line - Customer Case Study

Dura-Line, a global manufacturer of cable conduit systems founded in 1971 with 20 production plants, needed to modernize its online presence for a technically minded audience of distributors, contractors and engineers. Their international site had grown unwieldy—about ten different CMS instances and inconsistent tools—making it hard to deliver comprehensive, searchable product information and assets across markets.

Working with partner Delaware, Dura-Line consolidated its digital ecosystem on Optimizely Content Cloud, integrating inRiver as a PIM and Digizuite as a DAM. The implementation enabled a PIM-driven product configurator, simplified content and asset management across eight languages, and gave sales and marketing fast access to resources—resulting in quicker decision-making, a stronger customer experience and a more cohesive brand position.

Dura-Line

Tanya Kanczuzewski

Senior Marketing and Communications Manager