Global_consumer_goods_company

Global consumer goods

Freeing global brands to deliver best in class customer experiences.

Challenge

Multinational FMCG companies tend to work with thousands of creative agencies worldwide to deliver rich, relevant and personalised digital experiences. This can be a hugely complex, time consuming and costly process, with inconsistent results.

Our client recognised the need to deliver these high quality experiences faster, with less complexity and at a lower cost. With hundreds of brands across the world, a traditional design-led platform and operating model would never meet the scale of the challenge.

In fact, achieving this would require a re-engineering of the client’s ways of working to enable brand teams to quickly and easily build and manage their own web properties. To ensure these digital experiences remained rich and relevant, brand teams also needed to be able to apply consumer data and insight to drive updates and improvements, without having to wait around for backend development.

Solution

The Cognifide solution was to build a flexible and powerful site management toolkit. The toolkit decouples the rapid and high volume front end site build from backend development to accelerate speed to market. It’s consequently more efficient and leaves brands with more budget to focus on post go-live optimisation and delivering a higher return on investment.

It’s built on Adobe Experience Manager, using Cognifide’s own self-authoring tool, Zen Garden. Zen Garden is like ‘Lego’ for experience makers. It provides all of the essential building blocks required for speedy execution and enables business users to define specific market standards and ensure consistency and compliance without compromising on creativity. The ambition was to accelerate site build from a typical 20 weeks to around 6-8 weeks.

In addition, our client also wanted to ensure that build costs were low enough to be cost effective, even for smaller, local brands. Having the right technical platform was only the first step, achieving this level of acceleration also required re-thinking business processes. Using the Cognifide Invest-Realise-Multiply approach, we developed a global enablement programme for brand teams and their agencies. In addition to workshops and face-to-face training, this comprises self-service tutorial videos, an information hub - featuring a white label ‘brand.com’ site that serves as a learning playground - and documentation across all components. We are even introducing formal platform accreditation for creative agencies.

We ensured that Cognifide know-how was always available to support the client throughout the process. From website set-up to fully managed devops support, we worked to ensure that the platform rollout was a success. We will continue to evolve the platform as more brands establish their sites throughout 2019, further integrating with the Adobe Experience Cloud to enable even more engaging and personalised consumer experiences.

Transformation

Several brands within the client portfolio have already built their own sites using the Cognifide Toolkit. Since the platform launched, we have seen master sites being built in as little as 4 weeks and country localisations in just 1 week.

62 websites launched to date for 23 brands

24 websites launched in one month alone

Build time reduced from 20 to 4 weeks for master sites

Other case studies

See also

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