For more than 4 decades, the name KRÜGER has stood for high-quality and consumer-oriented foodstuffs in Germany, Europe and worldwide.
What began as a promising idea more than 40 years ago has long since been developed into a global corporation with many subsidiary companies, over 4,800 employees and an annual turnover of EUR 1.8 billion in over 100 countries.
Recognising that a modernised website was crucial for a forward-looking company like KRÜGER, they set about rebranding their package, as well as communication. Hence the product display was completed, content with no real added value was removed and the mobile view format became a key feature.
The digital agency Webmatch began by evaluating KRÜGER’s existing traffic data and analysing typical user profiles. To unlock the potential of the website, TYPO3 was selected as the most suitable CMS.
During the concept phase, Webmatch laid the foundations with a coherent information architecture, as well as the first wireframes and a clear-cut design proposal. Working in close collaboration with the strategy agency, they used detailed mood boards to find the right mix of style for the website. In addition to this, the online sampling tool was redesigned, so that users could test and evaluate products.
As everything depends on flexible project management, several sub-projects were created. Passing each of them through a refining, creation and technical implementation phase to achieve excellent outcomes was key to success.
A generous layout reflects the new corporate design, featuring large-scale, emotional imagery. The new website offers two approaches to discover the world of KRÜGER - browsing through content by product line, or searching the entire product range for specific criteria.
As a special feature, a fresh, innovative online tool for sampling actions has been developed. It enables KRÜGER to regularly perform user test campaigns, consisting of an application phase followed by an evaluation. Webmatch implemented this responsive and user-friendly design in TYPO3 to boost not only the overall number of visitors but also the page views per user. A significantly higher average retention period and a lower bounce rate complement these substantial results.
Being absolutely satisfied with the excellent work done and convinced by the leading Enterprise Open Source CMS, KRÜGER took this as opportunity to place several follow-up projects with Webmatch – of course, realised in TYPO3, too!
