A central online platform for international sales
“With the new digital platform, we are getting closer to our customers, inspiring them, working together and creating joint innovations. The platform offers opportunities for innovative and future-oriented processes and services, opens up new business areas and changes our company along the entire value chain.”
As an internationally active company, Wienerberger found itself confronted with a high level of co-ordination effort for the management and control of the online presences of the individual business units.
The online marketing activities and the operation of the websites were a challenge for efficiency. Due to the large number of international sub-brands, the building materials group Wienerberger was looking for a uniform approach for all digital platforms. A central solution was to make content and assets available for all business areas at its international sites in order to facilitate the marketing of a growing range of products.
A joint team consisting of experts from Wienerberger and IBM iX analysed the business requirements for the General Shale subsidiary’s online shop as an example, and developed a flexible concept. After a successful test phase, the online shops of other business units could be launched via a rollout template and linked to the central solution. The shop is operated on an SAP CX instance with a shared infrastructure. To optimise marketing activities, Adobe Experience Manager offers a platform that can be used to operate the company-wide content management system. Digital assets and content are now available through the new platform, which serves as a central support and operational model.
In collaboration with IBM iX, Wienerberger has expanded its digital business and strengthened its online presence enormously. More than 30 new international websites, including eCommerce solutions, are now live. The template for the rollout of the online shops will simplify the construction of further online shops and reduce service costs in the future. Thanks to more efficient control and direct access for editors to digital assets and content, it is easier to acquire new customers and address existing customers in a more targeted manner. The consistent design of the corporate website also contributes to this. With the digital platforms, Wienerberger is better able to respond to customer needs.
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