Coles decided to work with a system integrator who could help to get value from the new CMS as quickly as possible. The company chose Deloitte Digital for its Deloitte AXE Accelerator framework, which builds upon years of know-how to fast-track implementation for Adobe Experience Cloud applications. Deloitte Digital worked with Coles through multiple sprints, breaking down new web designs and building out all templates, assets and navigation for the experience.
“Coles is known in Australia for its customer experiences,” says Richard Lockrey, Director at Deloitte Digital. “Customer experience should inform any digital design and we built a fresh user experience that relied heavily on customer testing and feedback to get it just right.”
With Adobe Experience Manager Sites, Coles brings its major brands under one umbrella. Shared logos, images, templates and other assets help maintain a consistent look and feel across brands. The consistency leads to a seamless experience even when customers switch between brands, allowing them to find the information that they need much more quickly and easily.
For content creators, Adobe Experience Manager Sites is simple to use. With straightforward drag and drop operations, marketers can build and update a branded campaign landing page without relying on developers. The result is faster time to market.
“Before Adobe Experience Manager, it might have taken more than an hour to create and publish a recipe, but now it takes 30 minutes max,” says Eve Ireland, head of digital marketing at Coles. “With faster time to market, content creators can develop and deliver even more content to satisfy customers’ growing appetite for information.”
Coles delivers a variety of digital content to keep people inspired, informed and engaged. The digital catalogue helps shoppers find the best deals at their local Coles markets. The recipe section inspires people to try out fun new recipes for dinner and provides shopping lists of ingredients. Health tips and articles celebrate people and events in the community.
The increase in web content has led to much more engagement with the brand. In six months, Coles saw year-over-year page views increase by 55%, visits by 52% and time spent on site by 11%. The popularity of the content led to strong brand association and pushed more customers to the e-commerce site to shop for new products online.