Offering responsive designs to mobile customers
Franke has been using Adobe Experience Manager since 2009, and it is the company’s platform of choice for the more than 100 re-launched web properties across the entire Franke group, its four divisions, and the other brands in 68 countries and 80 languages. The difference is that the websites are now completely responsive, which means that the navigation and content automatically adapt to the device the customer is using. Now, more than half of all web visitors access the company’s sites on their smartphones and tablets.
The websites now offer much simpler navigation. They also feature a product search engine called Product Explorer, which automatically pulls data from the self-developed internal product information system (PIM).
“Our sales partners use that feature of the website very frequently because they usually need to find specific details about our products,” says Di Rubbo. “This is why we aimed to provide both audiences with the online customer experience they looked for, while taking into account the various product specifications and variations in the different markets.”
Another requirement Franke had was for its 150 distributed online writers and editors to be able to manage and orchestrate content, such as 3D assets, images, video clips, and so on, without any special technical expertise. “This is where Adobe Experience Manager really excels,” says Di Rubbo. Instead of just working with classic page templates, content authoring is now also based on three-dimensional spaces.
In Di Rubbo’s opinion, another plus of the Adobe solution is that it supports a simple global rollout and the centralized four-member web team can conveniently adapt content experiences to each target market. Currently, they roll out 8 to 10 new country-specific web properties each month, so the entire project is going to be finished by the middle of 2017. The results gained from analyzing the websites that were already pushed live are very promising. For example, the time visitors spend on sites has increased by 40% due to the improved customer experience. On the other hand, the churn rate has dropped by 15%.
Franke is also considering ways to make content more personalized. However, that would require individual logins and customer profiles, which the company’s business model does not yet support. To facilitate the endeavor, the marketing automation the company is planning on implementing soon could make a contribution by collecting contact information and generating leads. “Once the right solution is in place, we want to start executing multi-level campaigns in the near future and provide our customers with even more guidance through their entire journey,” says Di Rubbo.