Nobia Group is a European kitchen specialist that offers more than 20 strong kitchen brands, including well-known brands on the Swedish market like Marbodal, HTH and Poggenpohl. The company is headquartered in Stockholm and the Group has over 7,500 employees.
Nobia was faced with the challenge of having separate websites for its brands, each developed in house together with different suppliers and across different platforms. The features differed from site to site, and hosting was managed by a mix of external suppliers.
Nobia wanted to create a future external web platform on Episerver and find a long-term strategic partner to develop and support it. Following a rigorous procurement process NetRelations was chosen as partner, and an exciting journey towards a new web platform began in the spring of 2013.
The technical web platform that emerged under the name Hercules is built on Episerver CMS in combination with peripheral products, services and integrations.
The Hercules platform is an enterprise solution that provides a wide variety of functionality primarily based on Episerver CMS.
The platform aims to allocate and optimize resource use based on an 80/20 rule. The goal is for at least 80% of the development or resource consumption to be common to the Group and 20% to brand-specific development.
Nobia's digital marketing and web platforms converge in a single Episerver enterprise solution, whose configuration and version management are the only elements that differ when delivering the websites for the different brands. When building the platform NetRelations focused on maximizing the potential of the blocks method, which offers enormous flexibility for controlling both appearance and logic. The entire solution demanded the utmost in providing a modern, flexible and accessible user experience that would work seamlessly between different devices. NetRelations collaborated with Thinkable, Ziggy, Pond and Isotop on user experience design and e-commerce.
The main purpose of building the digital platform — and the guiding directive in our strategic thinking — was to simplify the customer journey. The web solution uses a service design perspective, where each individual feature, content item or service supports one or more elements of the customer journey. The service design was developed by carrying out extensive user studies before, during and after creation of the website by Nobia and other partners such as Antrop.
Our goals were to inspire and engage potential customers, drive relevant traffic to the physical stores (from an omni-channel perspective) and simply make it easier to buy a kitchen. We focused on creating inspirational content, simplifying customer dialogue and creating a higher integration and value add between the digital and the physical customer interaction. There are two ways to engage with social media: by sharing content from the current website and by getting inspiration from external channels and storing it on the site’s digital collaboration workspace. On the website, visitors can choose to engage by creating their own account where they can gather inspirational ideas. The visitors can then share all the information with a selected kitchen store to simplify the buying process.
When developing the functionality, content and services for each site and for the platform, we kept a sharp focus on measurement and analysis, using tools like Google Universal Analytics and Tag Manager. KPIs have been continuously evaluated and then used to support development priorities as well as enhancements to established functionality. In addition to the detailed report, the major KPIs are aggregated in a dashboard. This dashboard overview enables the various stakeholders to compare themselves with each other and learn from each other. The dashboard, also built on Episerver, is built on a separate domain in order to make it available to everyone. By using APIs for the platform, Google Analytics and Facebook, data is retrieved and then visualized in charts with clear indicators.
Today, conclusions and business benefit have been documented to support ROI as well as the goal of more satisfied customers and increased sales.
Organic traffic has increased by approximately 30%.
15-20% of visitors visit the image gallery. These visitors tend to continue on to a store more than other visitors do.
The most valuable conversion on the sites takes place when a visitor books an appointment with a kitchen designer. Since the launch, the total number of appointments increased by 20%.
Besides the business benefits mentioned above, strong synergies and better quality and continuity are achieved by creating and operating a common platform where all brands can share the development and administrative costs associated with their digital marketing efforts and the web. Quality assurance is simplified, too, when headquarters can serve as a center of excellence.
The actual and specific customer value created is a simpler, faster and easier interaction between the customer and the brand.
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