One site for all customers.
Worldline enhances its brand while delivering personalized and localized customer experiences.
140
Websites consolidated onto a single web platform
Objectives
Deliver global consistency with local autonomy under a single brand
Generate business through both B2C self-service sales and deeper B2B sales cycles
Achieve high scalability and flexibility to support business growth and changing demand across countries
Create a robust source of behavior data from global website visitors
Results
140 websites across 32 countries consolidated onto a single content management system
50% less time to add new services with website components created in a week
Onboarded new countries in as little as two weeks with the scalable cloud platform
Set the foundation for personalization to better serve diverse audiences
Building awareness worldwide
When studying economics, Esperanza Moreno was fascinated by the interplay between micro- and macroeconomics. She was intrigued by how consumers’ daily buying habits and company processes directly impact national economies and how changes in broader economies affect individual companies and consumers. Today, as Head of Group Marketing for Worldline, one of the world’s largest payment and transactional services companies, she now finds herself in the middle of this dynamic, on a global scale.
Worldline is unique in its industry for its breadth of services. While many competitors specialize in parts of the payment cycle — in-store payment gateways or payment processing — Worldline does it all. The company’s innovative payment services play a big role in peoples’ daily lives, providing the technology used when someone buys lunch at a local food truck, books airline tickets, or signs up for a credit card through their bank.
Investing in one global website
Worldline also stands out for its global reach, operating in dozens of markets. The diverse and global services meant that the website had to serve multiple audiences, from small merchants needing immediate self-service to global enterprises still in the earlier stages of researching payment and transaction vendors.
Moreno joined a task force of 150 people from across product, marketing, communications, IT, design, and legal to tackle a revolutionary project, OneWeb. The project aimed to consolidate multiple brands and 140 websites into a single website.
“We needed a proven, powerful platform to help us accomplish our ambitious goal,” she explains. They found it in Adobe Experience Manager as a Cloud Service. The content management system (CMS) balances scale, speed, and performance to make Worldline web experiences shine for customers in all markets.
“We want everyone to feel equally valued — customers and employees in any role, industry, or location — and Adobe gives us everything that we need on one platform.”
Sandrine van der Ghinst
Global Head of Communications, Worldline
Keeping local needs in mind
The Worldline brand had diverged over the years. The company grew through mergers — the most recent being with transactional provider Ingenico — and regional websites put their own spin on content to better meet the needs of local audiences, further differentiating the brand. The new CMS successfully combines all websites, including 25 domains and 500 sub-domains, onto a single platform to serve 1.4 million businesses across 32 countries and 19 languages. The OneWeb task force designed modern, mobile-friendly templates optimized for accessibility with consistent global branding and tone.
After finalizing the design, Worldline copies trusted templates for regional teams, who customize offers and regulatory governance to create a site that local customers can trust in just two to four weeks. Local teams build upon the technical architecture to develop more blogs, videos, and podcasts that establish Worldline as a payment technology authority and lead to more web traffic, helping to reach the company’s goal of growing organic traffic by 30%. Worldline’s internal marketing agency currently uses Adobe Workfront to collaborate on content creation, and Moreno sees potential to expand the work automation solution to streamline the entire content lifecycle for more local ideas.
Developers take advantage of the cloud environment to accelerate time to market for new capabilities and services. They use native features, such as multisite support, and built-in components as much as possible rather than building from scratch. Updates are applied automatically in the cloud, providing access to the latest capabilities as soon as they are available.
When developing brand new components, it takes just a week to go from idea to sharing it with 100 content creators worldwide. With all images, templates, fonts, colors, and code in the Adobe Experience Manager Assets digital asset management system, global content creators can add new services to the website in a few hours — less than half the time than previously.
Sandrine van der Ghinst, the Global Head of Communications, believes that it is the collaboration between marketing and communications that creates such seamless customer-centric journeys on the website. Through tagging and the flexible multi-language options, Worldline has the functionality it needs to show people exactly what they require, without them even needing to search for it. Van der Ghinst expanded the CMS to the company intranet as well, keeping Worldline’s global employees connected with personalized, relevant communications.
“We want everyone to feel equally valued — customers and employees in any role, industry, or location — and Adobe gives us everything that we need on one platform,” says van der Ghinst.
Self-service on the fly
Small businesses working with Worldline need fast, reliable payment processing. For them, the revamped website is a one-stop portal where they can review options, sign up for services, and immediately get back to work.
With a cloud-based CMS, the Worldline website swiftly scales as demand increases. This dramatically minimizes the chance that customers will be deterred by slow, unresponsive websites. The security of the cloud infrastructure also helps maintain GDPR data compliance.
“Our small merchants care a lot about reliability,” explains Moreno. “If the website goes down when they need us, they’ll go somewhere else. We don’t have to worry about downtime with the cloud.”
“Our enterprise customers have a completely different sales cycle compared to our small merchants. We wanted a website that could serve both audiences. Adobe gives us exactly what we need to effectively serve all of our clients on one website.”
Esperanza Moreno
Head of Group Marketing, Worldline
Raising interest in services
When marketing to banks and larger retailers, Moreno thinks long-term. These B2B customers want a payment technology partner who they can work with for years. A typical sales cycle might take 12 to 18 months as decision-makers read about services, compare options, and eventually talk to a sales representative to finalize the details.
Moreno sees the website as a way to nurture customer relationships, using smart calls to action that guide customers along the sales journey. With a single website, all digital customer behaviors can now be tracked with Adobe Analytics to understand what drives customers. Marketing can fine-tune campaigns to catch the attention of high-quality leads, while the communications team monitors and optimizes engagement of press releases and other communications.
Having one data layer for all websites makes it easier to analyze customer behavior and devise strategies to nurture customer relationships. Worldline is beginning to use this data to personalize experiences with Adobe Target, such as highlighting different news and products depending on a customer’s industry.
“Our enterprise customers have a completely different sales cycle compared to small merchants,” says Moreno. “Adobe gives us exactly what we need to effectively serve all of our clients on one website.”
“We can’t predict future economic forces and trends, but we do know that website security, scalability, and flexibility can help our customers and us grow and innovate in any financial environment.”
Esperanza Moreno
Head of Group Marketing, Worldline
Marketing for global and local audiences
While Moreno focuses on the big picture of global marketing through the website, she’s excited to see what regional marketing teams will do. The ability to share content, components, and strategies globally will increase efficiencies and allow marketing teams to further refine their plans. They can use the analytics tools to measure performance, optimize KPIs, balance budgets, enhance the customer experience and improve their marketing strategy.
“We can’t predict future economic forces and trends, but we do know that website security, scalability, and flexibility can help our customer and us grow and innovate in any financial environment,” says Moreno.
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