“We were looking for an agency that could handle the challenge of creating a digital strategy and design that will consolidate our global subsidiaries, private labels, and Israeli HQ, while also addressing two different target audiences: pool owners and distributors worldwide. Shine took up the challenge and nailed it! “

– David Kotler, Marketing Communication Manager

The Challenge

With distributors in over 30 countries around the world, Maytronics is a global leader in the field of robotic pool cleaners for both residential and commercial swimming pools.

With four subsidiaries and hundreds of dealers worldwide, Maytronics HQ needed a total digital makeover. Our challenge was to create a strategically cohesive online presence on a global scale. Moreover, it was essential to find a way to support various target audiences – from professional dealers (B2B) to residential pool owners (B2C) – while correlating with different sales arrays in each country.

A screenshot of Maytronics’ old home page

Global Digital Strategy

In the first stage of our digital strategy we conducted a corporate study, which included interviews with Maytronics’ global subsidiaries and a detailed report summarizing the brand’s marketing in each segment as well as global strategy implementation.

Based on our corporate study it was decided to focus on Maytronics itself as a global leader in the field of robotic pool cleaners, while directly promoting the Dolphin brand and keeping the existing Private Label array. The company’s new positioning focuses on lifestyle whereas the Dolphin brand focuses on technology.

The New Look

The new digital concept of the company includes a clean and consistent design for both Maytronics HQ and its four global subsidiaries: US, Europe, South America, and Australia. The company’s wide variety of products have been optimized for user experience – Website navigation is now focused on the range of robotic pool cleaners with reference to additional products of the company.

B2B & B2C Combined

The entire flow of information throughout the company’s various websites combines both B2B and B2C points of view – Focusing on pool owners (B2C) while creating specific areas for dealers and distributors (B2B).


Design and marketing messages have been specifically adapted to the various regions, where each subsidiary displays and markets different products.

Cool Features

The new website is packed with all sorts of cool features, such as a dealer locator enabling users to search the locations of stores across the US, a product comparison tool helping users find the model that best fits their needs, and embedded videos showing robotic pool cleaners in action!

Our Services Provided

Digital Strategy & Planning Brand Digital Positioning
Responsive Website Design Content Writing
Search Engine Optimization (SEO) | Conversion optimization | Reporting, Metrics & Analytics

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