Emmi: Efficient brand communication thanks to smart technology
Multi-Brands, Multi-Countries and Multi-Languages - united in one CMS solution
At a glance
- 01The challengeOne CMS for all brands, countries and languages
- 02Our approachCreating synergies thanks to shared components for all brands
- 03The resultMore efficient processes – unique user experiences
Sector
- Retail & Consumer goods.
Disciplines
- Conception
- Strategy & Consulting
- User Experience & Design
- Technical implementation
- Project management (agile workflow)
Year
- 2019/2020
Tech Stack
- Magnolia (Cloud).
Services
- Experience Platforms
- Fullservice
- Digital Strategy
The challenge
Emmi inspires its customers with unique milk products in Europe, Asia and North America. The important milk processor also wants to impress users online with brands such as "Emmi CAFFÈ LATTE" and "Emmi Kaltbach": through smart storytelling and a convincing look and feel – across all brands, countries and languages.
To achieve that we face a complex technical challenge: all brands have their own websites with different content management systems (CMS). Harmonious and efficient brand communication is not possible.
Our goal was therefore to set up a uniform system landscape for Emmi that creates synergies between all brands and efficient processes.
Our approach.
One global CMS for all brands, countries and languages.
Uniform but unique.
Designing efficient processes.
Unique brand experiences.
Merkle accompanies Emmi on its journey of creating an experience platform.
Concept, design and technology from one source.
CMS evaluation, creative conception and technical implementation: As a strategic and operational partner, we supported Emmi throughout the entire process. From the initial idea to the successful rollout. Together we defined the strategic direction in Design Thinking workshops. We developed the rough and detailed concept and technically implemented the complete CMS for Emmi. Every single component – agile based on Kanban.
Multi-client system: Use synergies – save costs.
Common data set – more efficient processes: Magnolia's CMS offers modular components and templates for all Emmi brands. Individually designed and perfectly coordinated thanks to a themeable style guide. In this way, the company creates synergies between Hero Brands and Local Brands. At the same time, it highlights the individual brands in an exclusive, tangible way.
Thanks to the shared components in the uniform system landscape, the brand managers coordinate the communication of the respective brands in different languages and countries centrally on the one hand, and Emmi's entire corporate communication via the global corporate website on the other. New brands are added flexibly. This ensures efficient processes and saves time and costs.
Experience unique moments: focus on the users
The new Emmi websites focus on the experiences of users. Depending on their personal preferences, customers experience recommendations, information and the various Emmi brands.
An intelligent tagging system links content associatively – for example, the topic of corporate responsibility with suitable products, information on sustainable production processes and corresponding career pages.
For unique brand experiences thanks to the right CMS solution in the background.
Discover the websites of the Emmi Group.
