Marketing Factory was commissioned by Henkel AG & Co. KGaA for the digital offering Henkelhaus.de. This do-it-yourself portal offers extensive DIY expertise on the topics of DIY, repairs and handicrafts. An animated "Henkel House" provides a playful navigation aid in the search for suitable solutions for DIY projects in the home and garden.
Three theme worlds are available to visitors:
- DIY and renovation
- Repair and construction
- Tinkering and creativity
The portal features a wide range of application information and videos, product recommendations and expert practical advice. In the knowledge area, Henkelhaus provides an interactive bonding and wallpapering advisor.
|Henkel AG & Co. KGaA
A cross-brand consumer and advice portal was launched on the web in the form of the Henkelhaus, which introduced users to the range of Henkel adhesives via projects and problems in DIY, construction and tinkering.
- TYPO3 CMS as the technological basis.
- Central product data maintenance for Henkelhaus, brand websites and POS advisors.
- Comment function, store conversion and automatic product data import.
During development, several versions were tested by around 300 do-it-yourselfers and finally rated with over 95% as very good/good, comprehensible and easy to use.
With the application www.henkelhaus.de, Henkel broke new ground on the Net in 2009: instead of confronting a potential customer directly with a product, the company first supported him in solving his problem. This is because a market analysis showed that users on the Net are primarily problem- and project-oriented and often do not even know how to proceed concretely in implementing a project and what tools they need to do so.
This is where we came in with the cross-brand portal and started with a series of typical applications with which consumer advice at Henkel is very familiar: applying non-woven wallpaper, laying parquet flooring, plastering walls, repairing wall cabinets, installing shelves, building birdhouses, making school cones, freezing Christmas cards and much more. Step by step, users are guided through the instructions and, along the way, familiarized with the correct application of Henkel adhesives.
To provide further information on the products, they were cross-linked to the existing brand websites, which formed the core of the digital activities until the launch of Henkelhaus.de. This cross-linking also took place in the other direction, so that all digital offerings were intelligently and meaningfully networked with one another. In addition, users of Henkelhaus.de were able to go directly to an online store when needed, where the required product could be added directly to the shopping cart and ordered. With Henkelhaus, we succeeded in using a project-based approach to serve other search intentions on the web, thus establishing another supporting pillar in the digital strategy of Henkel Consumer Adhesives.
The product data was maintained centrally via the TYPO3 extension commerce to ensure that the product information was up-to-date, correct and identical in all places. This product information was not only output on the henkelhaus.de website, but also on the brand websites and on the digital POS advisors in over 2,000 DIY stores.