Once such a process is initiated, one change immediately leads to the next – after all, seven brands comprise not only seven different designs, but also different content management systems, analysis tools and workflows. Moreover, each website was subdivided into numerous microsites and linked to different backend systems.
To unpiece the puzzle, MANN+HUMMEL set out to build a central web presence for each brand as “One Face to the Customer”, containing all digital functionalities of this brand as integrative components. This would allow for a largely standardised structure across brands behind the scenes.
“You can think of our seven brands as individual drawers in a cabinet,” explains Remmele. “My team and I also sat in such a drawer. But it was clear to us very quickly that it didn’t make sense to just rebuild our own brand, because we were all facing similar challenges and wanted to learn from each other. In this project – in terms of a unified customer journey – everyone has to pull together.”