Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Cosmetics/Toiletries and Adhesive Technologies.
Together with Henkel, Marketing Factory developed and implemented a cross-brand and cross-country digital strategy for the consumer adhesives sector. In addition to stand-alone brand websites, cross-brand and multilingual offerings were implemented and operated on the web, as an app and at over 2,000 points of sale.
This strategy was based on several building blocks, each of which worked on its own, but were closely linked strategically and technically.
|Henkel AG & Co. KGaA
Over the years, Marketing Factory has implemented multifaceted projects for Henkel, roughly encompassing the following focal points:
- Relaunch and support of the DIY adhesives brand sites.
- Cross-brand content management.
- Relaunch of the target group split screen pages (DIY and PRO).
- New developments for brand sites, microsites and promotion sites (national and international).
- Conception, creation and support of a consumer portal for Henkel consumer adhesives.
- Creation of a virtual Henkel adhesive advisor for use at the POS (mainly in DIY stores).
- Adaptation of the POS advice computer as an online advisor and for mobile web and as a mobile app.
All the applications and touchpoints mentioned were implemented in a common TYPO3 installation. In this way, it was possible to centrally maintain the content (such as product data) that was valid for all output channels, which enabled us to achieve very high synergy effects. For example, we were able to ensure that the data was up-to-date and identical in all channels at all times. Thanks to the intuitive localization handling in TYPO3, the content could be quickly maintained and targeted according to the local language, enabling the same application to be used in different countries. The transmission and retransmission of the content to and from the point of sale took place via mobile communications and was implemented by a technology partner.
Marketing Factory created and operated a brand website and various microsites for all consumer adhesives brands in Germany, focusing on the brand and the product range and presenting them in a way that was appropriate to the target group.
A cross-brand consumer and advice portal, the Henkelhaus, was launched on the web to introduce users to the Henkel adhesives range via projects and problems in DIY, construction and tinkering.
In the context of creating the POS Advisor, the Adhesive Advisor was also relaunched for the web presences of the Henkel brand websites:
From a single data source, the Adhesive Advisor generates itself as a standalone page and can also be used on external brand and advisory sites. MFC also developed a mobile application and apps for iOS and Android-based devices.
All online and app versions redirect customers directly to the product order pages of affiliated online stores.
From 2010 to 2015, Marketing Factory managed the portal Henkelhaus.de on behalf of Henkel AG & Co. KGaA. This do-it-yourself portal offers extensive DIY expertise on the topics of DIY, repairs and handicrafts. An animated "Henkel House" serves as a playful navigation aid in the search for suitable solutions for DIY projects in the home and garden.
In addition to the purely web-based offers, we also worked together with Henkel on the point of sale (POS). In more than 2,000 DIY stores in Germany and Switzerland, terminals were attached to the adhesive shelves to display a digital adhesive advisor. With the help of this adhesive advisor, customers in the DIY store could quickly and easily determine which product was the right one for their particular application. Customers were able to verify their product selection via the built-in scanner. In the process, usage behavior at the POS terminal was recorded and evaluated in detail, enabling valuable insights to be gained for further product development.
The cross-brand presence on the web was supplemented by the long-term promotion "Jerseys for Everyone". Henkel sponsored entire sets of jerseys for several hundred amateur sports teams. MFC designed, developed and managed this digital offer and also supported the fullfilment.
On trikots-fuer-alle.de, users can put together the jersey of their choice themselves. A real-time preview helps to select the brand logo and the right color combination. This real-time preview - like the entire ordering process - has been implemented in Flash. Customers also have the option of uploading a photo of their team in the new outfit to the image gallery and having the photo sent home free of charge in poster format. The uploaded image can be reordered as often as desired.
In order to be able to focus specifically on special products or promotions in special cases, Marketing Factory created an independent microsite for the DIY adhesive brands for the first time with the www.stopfeuchtigkeit.de presence.
Limited to the most important statements and characterized by a low navigation depth, innovations and special topics can be promoted clearly on a presence that is independent of the brand page in terms of design.
Marketing Factory developed CI-compliant web presences for the four brand worlds of Ceresit, Metylan, Pattex and Ponal. In addition to the "Henkelhaus" portal and the "brand navigator," a uniform navigation structure serves as the overarching link between the individual presences.
We took over the conceptual, design and technical updating of the online offering. Some time later, we also took care of the Pritt and Sista brands.
Marketing Factory won the overall account in a multi-stage pitch against several competitors.