Napoleon Grills

  • Winner, Acquia Engage Award. Excellence in Digital Marketing
  • Winner, IAC Award. Best Consumer Goods Website 
  • Winner, WMA Award. Outstanding Website

As the Napoleon brand accelerates worldwide and into new markets, its parent company recognized a need for an efficient and scalable digital marketing approach that would not only reconcile existing issues but elevate its online presence and the sales and customer service experience.

This fully responsive, WCAG 2.0 Level AA compliant solution centralizes the management of all former Napoleon sites and marketing campaigns across several regions and languages, providing an extensible and flexible framework to grow over time as needs evolve. It also enriches the sales and customer service journey by providing several new features supported by site personalization, readying the business for growth in both existing and new target markets.

The initial cost of investment is offset by the significant savings in overall digital spend, reduced human errors, and reduction of duplicated work.

Let's take a more in-depth look at this project!


Wolf Steel Ltd. is North America’s largest privately owned manufacturer of wood and gas fireplaces, gas and charcoal grills, outdoor living products, and heating and cooling products. ISO9001 – 2008 registered, Wolf Steel Ltd. operates 1,200,000 square feet of manufacturing space, employs over 1200 people, and is the parent company of several consumer brands including the well-known luxury Napoleon® line of grills and BBQs.

Product distribution covers all of North America, Europe, the Middle East and reaching into the Far East, Australia, and New Zealand.


The Napoleon technical care team of Wolf Steel Ltd. was responsible for the support and maintenance of 40+ web properties relating to Napoleon product lines marketed in different countries and in several languages. The web properties were built on a range of technologies - from WordPress to DNN - and each had different levels of functionality and age.

The reality of workload with the range of technologies being used led to the fragmentation of product information and missed opportunities for sales follow-through and customer service. Older sites were hard to update, and some were flat-out approaching end-of-life. Furthermore, its manual-heavy customer order management process and manual site update process was prone to human error.


A Drupal platform with Acquia Personalization provides an established structure and single domain to house all Napoleon divisions readying the business for growth in both existing and new target markets. With one common technology across all Napoleon products and regions, standardizations and processes are firmly in place.

Product information is updated daily and automatically pulls into the Drupal CMS from the client PIM system Salsify, thereby no longer requiring the human touch. Thanks to Acquia Personalization, content managers can track visitor behaviour throughout the site and deliver in-context, personalized experiences across nine different languages and 10 different regions - and more to come.

Visitors enjoy the enhanced dealer locator feature which uses a custom Google Maps integration with spidering to provide geolocation by IP address; the new chatbot and new wish list with suggested dealers matching by region/closest to them, means they have no need to ever leave the site.

Technical Features
AODA Compliant Development
Content Strategy
Drupal Architecture Design
Drupal Development
Enhanced Search Capabilities via Solr
Information Architecture and UX/UI Recommendations
Multimedia Production
Responsive Design
Search Engine Optimization
Social Media Integration
User Interface Design
Video Integration Into Design
work screens collage of Napoleon Grills